PRINZ opens 39th annual PR industry awards with new categories and criteria

Monday 18 February, 2013

  • Awards open today close 25 March
  • Marketing Communications Integrated - NEW!
  • Issues, Crisis or Emergency Management - NEW!
  • Sally Logan-Milne Young Practitioner of the Year age limit now 30, raised from 25

The Public Relations Institute of New Zealand (PRINZ) has opened its annual awards by announcing the addition of two new categories.

The former Marketing Communications category has been split into two separate categories: Marketing Communications PR and Marketing Communications Integrated. The awards other new category is Issues, Crisis or Emergency Management.

PRINZ Fellow and Awards Chief Judge Anna Radford said these changes were made to ensure the awards continued to reflect current PR and communication management best practice.

In recent years there has been considerable evolution in the communication media available to public relations practitioners, and increased convergence between the PR, marketing and advertising disciplines.

A recent review of the awards acknowledged this evolution and identified the need for a new category focusing on integrated communication, she said.

Compared to traditional marketing communication, which mostly relies on promotion through the news media, integrated communication involves promoting a product, brand or service, using a number of communications disciplines including public relations, social media, experiential or activation.

Ms Radford added that the addition of a new Issues, Crisis or Emergency Management category was due to the increase in high profile, high quality work of this nature that PRINZ practitioners have been involved in over recent years, and deserved to be acknowledged in a stand-alone category.

In addition to creating two new categories, the awards review also resulted in raising the entry age for the Sally Logan-Milne Young Practitioner of the Year award from 25, to 30 years-of-age. Tracey Bridges, Partner at Senate SHJ, and Sally Logan-Milne trustee led the review and will head the judging panel for this award.

The age of entry was increased to allow for a change in judging focus, where entrants will be judged on their ability to think critically and strategically as well as demonstrate the great work they have done, says Tracey.

There are 13 award categories, with the winner from each category (excluding Young Practitioner and Tertiary Student awards) then judged for the prized Supreme Award.

In 2012 the Supreme Award was jointly made to Bill Rundle and Alexandra Speedy of Porter Novelli NZ for the launch of WilliamsWarn, and to Daniel ORegan of Convergence and Louis Brown of Social Innovation for their Student Volunteer Army communications work.

More than 30 PRINZ Fellows and senior Members participate in the rigorous judging process, which evaluates a wide range of entries from the corporate, not-for-profit and government sectors. Last years awards attracted a record number of entries, with 60 being received.

Entries are open to PRINZ members only, and close on 25 March. Winners will be awarded at a special event in Christchurch on 30 May.