Categories

Awarded to the best campaign that engages the mass community through smart and highly effective PR communication strategies. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR communication strategies, business objectives achieved and the attendees’ responses and feedback.
Recognises the best community engagement campaign that has engaged a specific target audience effectively – offline or online. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Strategic engagement, positive action and/or change in community behaviour, attendees’ profile and attendees’ responses and feedback.
Recognises programmes that focus primarily on helping consumers experience a brand, which can be new or existing in the marketplace; and campaigns that engage as many of the human senses as possible. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.
Recognises the best PR campaign that employs influencers such as bloggers, artists, celebrities, key opinion leaders and others. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: How the campaign drove interest and brand awareness and attendees/public’s response and feedback
Awarded to the best use of PR for the first launched, relaunched or repositioned product or service. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The role and contribution of PR in the campaign (such as brand buzz, awareness and growing the overall category) and evidence of usage/sales.
Awarded to the PR campaign that was most effectively executed in China. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.
Awarded to the best campaign that has promoted products and/or services to consumers directly. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The role and overall contribution of PR in the campaign’s success, how it drove core business objectives, and yielded evidence-based results.
Recognises the best communication programme that has addressed social, economic or environmental issues the organisation is championing. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: How the campaign’s PR strategies have strengthened the company’s image as a responsible entity of society, attendees’ responses/feedback and core messages.
Awarded to the best campaign that demonstrated the art of promoting a food product or service to attract consumer purchase, brand-building and to cultivate customer loyalty. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.
This category is for campaigns covering healthcare and beauty products. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.
This category aims to recognise a campaign or initiative that best promoted the leisure, travel, property, sports, luxury and any other lifestyle-related industries for a specific audience or the wider community. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.
Recognises the best campaign that has effectively engaged members of the media to promote a product and/or a service. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies for the media, the coverage as a result, and the subsequent rise in brand awareness.
Awarded to the best PR campaign by a corporate entity that has successfully increased awareness or changed opinion by implementing public education to the public or targeted community. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Strategy and overall contribution of PR in the campaign’s success, how it drove core campaign objectives, and yielded evidence-based results, core message, positive action and/or change in public behaviour.
Awarded to the best PR campaign led by a government corporation, charity or non-governmental organisation (NGO) on subject matters such as employment, economy, transport, commerce and industry, environment, social welfare, education, infrastructure development, travel, culture and recreation or government/community services. This category is open to any one-off or ongoing campaigns or initiatives (launched or active between 4 June 2017 and 4 June 2018). Supporting details for this category: PR and communication strategies that led to the campaign’s success and its core message.
This category is for campaigns covering retail brands. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.
This award recognises a successful live event organised either in support of public relations objectives or as part of a wider public relations campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.
Recognises the most creative, innovative and effective concept used in a PR campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Originality of the idea, creativity and the implementation of this idea and PR strategy which delivered measurable results.
Recognises the best integrated communications campaign led by PR that successfully utilised at least three channels. Some examples of these channels are digital, mobile, social media, print, TV, outdoor, events and others. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Streamlined PR strategies that drove core business objectives and attendees’ responses and feedback.
For the most effective, attention-grabbing promotional event of the year. Please include information on the aim, size of the event/activity and whether it stood alone or was part of a larger campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes
Awarded to the best PR campaign designed to enhance, promote or improve the reputation of an organisation with the public. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.
Recognises the best PR initiative that is implemented with a budget less than $250,000HKD. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The nature of the programme, communication implementation, the medium used, core business objectives and evidence-based results.
Recognises the most effective use of content marketing to accommodate the overall PR campaign designed to enhance credibility and to attract media coverage. This can range from print publications, online newsletters to video channels. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: A clear demonstration of creative content and execution that drove the brand’s core business objective and awareness (good to have evidence in media coverage).
Recognises the best campaign that reached its target audience effectively and conveyed the organisation’s message via online platforms. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies implemented on web-based/mobile channels, usage of mobile and rationale for using the platform.
Recognises the best PR campaign that has demonstrated a clear understanding and appropriate use of social media channel(s) to communicate with target audiences, while driving core business objectives. The usage of mobile can also be highlighted. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Innovative PR strategies, creative executions and public responses (good to have evidence for social media channel/s).
This award recognises your PR campaign of 2017-2018 which shows a command of an impressive number of PR tools, tactics and strategies. This award welcomes any specialised PR campaign that is notable for its outstanding results. Everything from your mission and goals, your strategies and tactics – and results – will be judged accordingly.
This award recognises global PR campaigns that are international in scope and require special efforts to manage the target audiences’ broad geographic and cultural diversity. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.
Awarded to the most effective PR campaign that was executed within a limited time with limited resources. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The scale of the campaign, the preparation time, how the limited resources were used for the campaign and the campaign’s results.
This award recognises an outstanding public relations practitioner below the age of 30. Individuals nominated for this category must also display an insightful perspective of Hong Kong’s PR industry. This category is open to both PR agencies or in-house marketing professionals. Supporting details for this category: An overview of their career, professional skills, their contribution to the agency and testimonials from senior management and clients are required.