Public relations consultancies, corporate practitioners, associations, private institutions, NGOs, government bodies and students are eligible to submit entries to the PRISM Awards. Public relations consultancies may enter on behalf of clients and share the honours with them. Entrants do not have to be members of PRISA to participate – it is open to all. However, discounts apply to PRISA members.
Campaigns may be local, regional, national or international in scope. Please ensure that you enter your campaign in the correct category. Participants may submit multiple entries in different categories. Please be aware of the point system and adjust your entry according to the category. You may submit campaigns entered in other awards and competitions.
The same entry may be submitted in more than one category. However, each submission must be adapted for every different category entered, to indicate its suitability for that particular category. Judges may refuse to assess entries not relating to the applicable category, or identical to an entry in another category.
The PRISM Awards will be presented to the winners at a celebratory event in April. The date will be confirmed.
JUDGING AND AWARDS
A panel of senior practitioners, communication specialists and the media will judge entries submitted into the PRISM Awards. In considering entries, the judges may grant one or more or no awards in each category. The Judges’ decision is final.
Public relations campaigns entered in the PRISM Awards must exhibit a high standard of excellence in a variety of campaign aspects. Specifically, each entry will be judged on the basis of its competence in the below five areas. Please ensure that your entry is prepared according to these guidelines.
Statement of opportunity / problem (100 words)
Start your entry by explaining the context of your entry.
- Explain the nature of the company or institution for which the campaign was conducted and the geographical area to be covered by the campaign.
- Indicate the specific problem or opportunity addressed by the campaign.
Research conducted (200 words)
Indicate research that was used to determine the extent of the problem or opportunity. It can be an organisation specific or public domain research campaign. This is a key area of the campaign and sufficient attention should be focused on this aspect in your entry.
Planning the campaign (400 words)
In this section you should explain the planning that went into the campaign.
- Indicate and motivate the overall goal and measurable output and outcome objectives set for the campaign. Output objectives relate to the tactics you plan to use and outcomes, the knowledge, attitudes or emotions and behaviours you want to create or change. Remember to state your objective in SMART terms.
- Explain the target groups to be reached and their characteristics taken into account for this specific campaign.
- Indicate the key and supporting messages to be communicated to the target audience/s in order to achieve the objectives.
Motivate the communication channels and platforms e.g. media type, digital, (internal and/or external) used in this campaign.
- Explain the tactics used in the campaign to communicate the messages to the audience e.g. activities to be undertaken.
- It is important to indicate to the judges what was unique about the approach and/or the tactics used. The WOW factor! PRISMs are not awarded to good projects, they are awarded to extraordinary projects!
- Explain your role in the project, how you convinced management and secured support for the campaign. Indicate what was outsourced.
- Provide a high level budget to enable the judges to determine if the ROI of the campaign was realistic and the resources were well managed.
Execution (350 words)
- In this section you must explain how the project plan was put into action. Describe the implementation plan.
- Indicate and motivate adjustments that were made to the plan during its implementation.
- Describe any difficulties / challenges that were encountered and how they were addressed.
Evaluation / Measurement (150 words)
This section covers the extent to which you can indicate to the judges that you achieved the goals and objectives you set for the project upfront. The judges will look for valid and reliable results which demonstrate that the campaign achieved the goal and objectives, as described in the planning section.
Please note that Advertising Value Equivalent (AVE) evaluation is not considered a measurement of success.
Should you submit AVE values as part of the evaluation, please note that only a 1:1 value will be considered and that you should also submit other measurements of success.
The measurement section of your submission will be evaluated along the lines of the Barcelona Declaration Principles:
- Objectives should be as quantitative as possible.
- Media measurement must be qualitative and quantitative.
- Add value equivalence is not a valid measurement of public relations.
- Social media can and should be measured.
- Measuring outcomes is preferable to measuring media results.
- Business and organisational results should be measured where possible, including metrics such as sales and revenue. Transparency and replicability are paramount.