Judging criteria

Every entry is assessed by a panel of three judges, which is a combination of PRINZ Fellows and Members. The winner in each category becomes a nominee for the Supreme Award, which is judged by a separate panel headed by the Chief Judge of the PRINZ Awards.

Chief Judge Lisa Finucane, FPRINZ

Lisa Finucane (FPRINZ) is a graduate of New Zealand's inaugural tertiary programme in Public Relations (ATI - 1986), a member of PRINZ since 1987, a Fellow since 2001, and a former President of the Association. Most recently she has run her own consultancy, headed the Communications and Marketing function at the University of Waikato, and is currently contracting in Auckland. Lisa has been involved many times with the awards process, and 2017 was her second year as Chief Judge.


Judging criteria

The entry comprises the various steps in PR campaign planning, each step is assigned a mark and the total mark is out of 100.

Judges will take into account the entry's professionalism and may deduct marks for spelling and grammatical errors or poorly formatted entries.

Background - 5 marks

How clearly does the entry describe the project or programme's background and scope?

Preliminary Research - 10 marks

What research was carried out? (including desktop). Was the preliminary research thorough and did it help inform the project?
If no research occurred, then the entrant should explain the reason. Marks should only be awarded in this instance if the entrant has valid grounds for not conducting the research.

Objectives - 10 marks

How clearly does the entry describe what the programme sought to accomplish?

Entrants have been asked to differentiate between organisational objectives and public relations objectives.

Objectives should be: specific, measurable, achievable, realistic and state the timeframe (SMART).

Audiences - 10 marks

How clearly does the entry specify its target audiences, and describe the audience/s' significant characteristics or needs? These may be demographic, psychographic or other defining characteristics.

Messages - 10 marks

How clearly does the entry articulate the messages that are central to the programme? How relevant are the messages to the objectives and to the audiences?

Strategy - 10 marks

How well does the strategy reflect an understanding of - and alignment with - the objectives and target audiences?

Implementation / Tactics - 10 marks

The entrant should explain exactly how they implemented the outlined strategy to achieve the objectives. The implementation should reflect an understanding of the target audience/s. The entrant should state the PR budget's proportion of the overall budget.

Note: For 'Limited Budget & Not-for-Profit' category, if the entry is from a profit driven organisation with a limited budget ($10,000 or less), the budget must specify the wholesale value of any giveaways. If there are prizes, or if goods and services are provided for promotional purposes, then the prizes and giveaways are to be included at the wholesale value.

Creativity/Wow Factor OR Problem Solving - 10 marks

The entrant either demonstrates how the programme showed creative insight, imagination, uniqueness and innovation.
OR
The entrant explains how problem solving was applied and how problems or issues were mitigated, addressed or overcome.

Results, Evaluation and Follow up - 25 marks

This section should analyse the extent to which the project or programme achieved its objectives. Judges should look for direct reporting against previously stated objectives.

The entrant should also describe any measurement and evaluation processes that were used to measure the programme's impact. Judges are looking for mention of any further action/s likely to arise as a result of the evaluation.

Judges will not take any AVE (advertising value equivalent) results into consideration.

Acknowledgement of other disciplines - 0 marks (up to 300 words)

In 300 words or less, candidates are expected to outline the involvement of other communication disciplines in the project including, but not limited to, advertising, direct marketing, digital and experiential. This information helps you to fully understand the role that public relations played in the project or programme's planning and implementation amongst other disciplines.

The 'Marketing Communication - Integrated' entries should include mention of other relevant disciplines in the body of their entry.