Categories

Given to the agency that performs best at the PR Awards. The highest honor, this award is not open for entry. It is awarded to the agency with the highest number of winning entries as determined by the PR Awards judging committee.
Given to the brand that performs best at the PR awards. Like its agency counterpart, this award is not open for entry. It is awarded to the brand with the highest number of winning entries.
Recognises the best business-to-business communication that has reached a specific target audience or a wider business community. Judges will be looking for PR and communication strategies that contributed to the product, services, and/or brand objectives. This category is open to any one-off or ongoing campaign or initiative.
Recognises the most effective management of an issue or crisis by an in-house team or an agency or a combination of both. Judges will be looking at the PR strategies deployed to protect the organisation or brand reputation in terms of public, media and stakeholder profile. Due to the sensitive nature of such management, entrants are reminded to highlight confidential information in red within their entry – to indicate strictly that it is not for publication. This category is open to any one-off or ongoing management.
Recognises the best communication programme that has addressed social, economic or environmental issues the organisation is championing. Judges will be looking at how the campaign’s PR strategies have strengthened the company’s image as a responsible entity of the society. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best campaign that reaches its target audience effectively and conveyed the organisation’s message via any online platform. Judges will be looking at PR and communication strategies implemented on web-based channels. The usage of mobile could also be highlighted. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best PR campaign that has promoted products and/or services to end-consumers directly. Judges will be looking at the role and overall contribution of PR in the campaign’s success, and how it drove core business objectives, and yielded evidence-based results. This category is open to any one-off or ongoing campaign or initiative.
Recognises the most outstanding initiative by an organisation that has effectively engaged its internal stakeholders through ongoing strategic communication. Judges will be looking at the success displayed in terms of employee / stakeholders’ satisfaction and performance. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best community engagement campaign that has engaged a specific set of target audience effectively, offline or online. Judges will be looking for the campaign’s strategic engagement, positive action and/or change in community behaviour. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best use of an event to deliver an organisation’s communication needs as part of a wider, strategic PR campaign. Judges will be looking at the nature of the event, communication strategies, core business objectives and context within the overall PR campaign. This category is open to any one-off or ongoing campaign or initiative such as concerts, conferences, roadshows, field marketing activities, sponsorship activations, and programmes that have incorporated events.
Recognises the best government sector campaign on subject matters such as employment, economy, transport, commerce and industry, environment, social welfare, education, infrastructure development, culture & recreation, or government / community services. Judges will be looking for PR and communication strategies that led to the campaign’s success. This category is open to any one-off or ongoing campaign or initiative by local authorities, government departments and public sector agencies.
Recognises the most outstanding use of infographics, insights, analytics and/or research as a foundation of a PR campaign. Judges will be looking at how data has been crucial in driving the campaign’s core objectives. Entrants should illustrate the details of the target audience and how they were engaged via the campaign. This category is open to any one-off or ongoing campaign or initiative, where its research may take place outside the eligibility period, but its results yielded between 1 January 2017 and 31 December 2017).
Recognises the best communication programme directed at investors, potential investors, shareholders and other constituencies. Judges will be looking at the reputation-building tools used in this campaign such as investor seminars, road-shows, webcast, shareholder meetings, press conferences, and annual reports.
Recognises the best campaign that has effectively engaged members of the media to promote a product and/or a service. Judges will be looking for PR and communication strategies for the media, the coverage as a result and the subsequent rise in brand awareness. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best campaign that has effectively engaged members of the media to raise awareness for a consumer product or service. Judges will be looking for PR and communication strategies for the media, the coverage as a result and the subsequent rise in brand awareness. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best campaign that has effectively engaged members of the media to raise awareness for an F&B product or service. Judges will be looking for PR and communication strategies for the media, the coverage as a result and the subsequent rise in brand awareness. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best campaign that has effectively engaged members of the media to raise awareness for a lifestyle product or service. This may include lifestyle aspects such as home and living, fashion, nightlife, travel and hospitality, shopping as well as the arts. Judges will be looking for PR and communication strategies for the media, the coverage as a result and the subsequent rise in brand awareness. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best campaign that has effectively engaged members of the media to raise awareness of a luxury product or service. Judges will be looking for PR and communication strategies for the media, the coverage as a result and the subsequent rise in brand awareness. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best campaign that has effectively engaged members of the media to raise awareness about a public service initiative. Judges will be looking for PR and communication strategies for the media, the coverage as a result and the subsequent rise in brand awareness. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best campaign (of any nature) conducted by an in-house PR unit that did not engage or rely on PR agencies. Entrants must justify their case by illustrating one campaign (of any nature) that has demonstrated a significant contribution of PR communication strategies. This category is open to any one-off or ongoing campaign or initiative.
Recognises the most creative, innovative and effective concept used in a PR campaign. Judges will be looking for a strong research process and evolution of an original idea and the implementation of this idea into an effective media and PR strategy which delivered measurable results. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best integrated communications campaign led by PR that has successfully utilised at least 3 channels. Judges will be looking for streamlined PR strategies that drove core business objectives. 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.
Recognises the best use of PR for the launch or re-launch of a new product or service. Judges will be looking at the role and contribution of PR in the campaign, such as brand buzz, awareness, and growing the overall category. This category is open to any one-off or ongoing campaign or initiative.
Recognises the best campaign that has revitalized or repositioned an established brand. Judges will be looking for the role and overall contribution of PR that drove the brand’s core business objective. This category is open to any one-off or ongoing campaign or initiative.
Recognises regional PR campaigns based on strategic management which focuses on building beneficial relationships with its cross-border stakeholders and different audiences. Judges will look for well-researched strategies and the successful implementation of a PR campaign which delivered measurable results. In order to qualify, the marketing campaign should be active and present in at least two Southeast Asian markets.
Recognises the best PR campaign that promotes and executes a sports related event or activity. Judges will be looking for a clearly defined target audience and highly focused communication strategies which generated brand awareness and evidence of a highly successful campaign delivery that also drives core business objectives. This category is open to any one-off or ongoing campaign or initiative.
Recognises the most effective PR campaign that uses bloggers or influencers such as celebrities, artistes, brand ambassadors, key opinion leaders and others to communicate key messages and engage directly with the target audience and stakeholders. Judges will be looking at how the blogger’s/influencer’s content and delivery fits into the campaign’s overall strategy and the level of awareness achieved. This category is open to any one-off or ongoing campaign or initiative.
Recognises the PR campaign with the best and most creative use of video or broadcast platforms. This spans online video channels and traditional broadcast channels through paid, earned or owned media. Judge’s will be looking for a clear understanding of the channel used and the ability to engage the target audience with original content whilst driving core business objectives. This category is open to any one-off or ongoing campaign or initiative.
Recognises the most effective use of content marketing for PR in a campaign, where content is defined as owned media. This can include print publications, online newsletters and video. Judges will be looking for creativity and originality of content, media strategy and how the execution delivered on the brand’s PR and business objectives.
Recognises the best PR campaign that has demonstrated clear understanding and appropriate use of social media channel(s) to communicate with target audiences while driving core business objectives. Judges will be looking for innovative PR strategies and creative execution. The usage of mobile could also be highlighted.
Recognises the PR campaign that most effectively uses technology tools to drive a PR campaign or engage with audiences. This can range from event technology, interactive digital screen technology, or the implementation of Big Data, actionable metrics, SEO measurement tools and more prior to and during the campaign. Entries should focus on the actual technology leveraged, how it was leveraged, and what results it helped generate. This category is open to any one-off or ongoing campaign or initiative.
Recognises the most innovative PR stunt designed to attract its target audiences’ attention. Judges will be looking for clear demonstration of creative content and execution that drove the brand’s core business objective and awareness. This category is open to any one-off or ongoing campaign or initiative