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PR Jury

  • D&AD Awards 2022

Strategies and ideas that use a specific PR method as a creative tool.

Judges will be looking for innovative and creative ‘PR first’ ideas – those which prioritise the effective use of PR strategy to communicate the brand message.
You will need to demonstrate how the work achieved the intended result.

None

Have a look at the subcategories below and download the entry kit for more information.
Visit D&AD Awards for translated versions.

Get the entry kit

Subcategories

You can enter your work in the following subcategories.

  • 1701 - Integrated

    Integrated PR-first campaigns that are executed across a variety of media. For example TV, print, online, mobile, ambient stunts.
  • 1702 - B2B

    PR-first ideas that focus on the promotion of services and products from one business to another.
  • 1703 - B2C

    PR-first ideas that focus on the promotion of services and products among consumers.
  • 1704 - Single Market

    PR-first ideas targeting one specific region or market. Work may leverage insights specific to that audience, for example cultural or behavioural insights.
  • 1705 - Multi Market

    PR-first ideas targeting more than one region or market.
  • 1706 - Digital & Social

    PR-first ideas that use social and digital media platforms to communicate the brand message.
  • 1707 - Events & Stunts

    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.
  • 1708 - Entertainment

    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.
  • 1709 - Use of Micro-Talent & Influencers

    PR activity that uses micro-talent or micro-influencers – those with niche audiences or over 1,000 followers – to increase engagement and target specific markets.
  • 1710 - Use of Talent & Influencers

    PR activity that uses popular social media influencers or celebrities, usually with a following of 100,000+, to increase engagement and target specific markets.
  • 1711 - Use of Media Relations

    PR activity that uses relationships with journalists and media outlets to circulate a message, as opposed to communicating directly with the public.
  • 1712 - Reactive Response

    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.
  • 1713 - Product Launch

    PR-first ideas created to successfully launch or relaunch a product.
  • 1714 - Public Affairs

    PR-first ideas that change or inform public policy, agenda and legislation.
  • 1715 - Established Campaigns

    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 2021 and be active within in the current eligibility window.
  • 1716 - Creative Use of Budget

    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.

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