PR

PR-first ideas that focus on the promotion of services and products from one business to another.

PR-first ideas that focus on the promotion of services and products among consumers.

PR-first ideas targeting one specific region or market. Work may leverage insights specific to that audience, for example cultural or behavioural insights.

PR-first ideas targeting more than one region or market.

PR-first ideas that use social and/or digital media platforms to communicate the brand message.

PR-first ideas that use entertainment to create a buzz and build a brand. Includes campaigns directed at gaming platforms, apps, video sharing channels and music videos.

PR campaigns where the same concept has run over 16 months or more, with a central idea executed across a variety of media.

Campaigns must have been launched prior to January 2025 and active within the current eligibility window.

PR-first ideas that use an event or stunt to create a buzz and build a brand. Includes virtual and live events, flash mobs, guerilla marketing, pop-up shops.

PR-first ideas created to successfully launch or relaunch a product.

Strategic PR rooted in the lived experiences of diverse communities - shaped by identity factors such as disability, gender, race, orientation, and age - designed to build meaningful audience connections, drive brand growth and impact, and influence public policy, agendas, and legislation through PR-first ideas.

PR activity that uses the popularity of a specific news story, viral video or event to generate maximum positive coverage for the brand. May also include campaigns generated in response to brand issues or crisis PR.

PR that focuses on managing communication and reputation for organisations that operate for the public good rather than for profit, such as government bodies, non-governmental organisations (NGOs), charities, and other not-for-profit entities. These include public awareness campaigns, crisis communication, stakeholder engagement, media relations, and community outreach, all tailored to align with the organisation’s mission.

PR activity that uses relationships with journalists and media outlets to circulate a message, as opposed to communicating directly with the public.

PR activity that uses creators or influencers, those with niche audiences or over 1,000 followers, to increase engagement and target specific markets.

PR activity that uses popular social media influencers or celebrities, usually with a following of 100,000+, to increase engagement and target specific markets.

Work that brings a creative idea to life, where the output exceeds expectations set by a low budget. Includes pro bono work.

You will need to state the production budget and justify your reasons for entering here.

If the work was done pro bono, you will need to state the total spend.

PR-first ideas that involve the use of AI or other technologies.