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 and PRCC members.


Campaigns may be local, regional, national or international in scope.

Please ensure that you enter your campaign in the correct category.

The same entry may be submitted in more than one category. However, each submission must be adapted for each 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.


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.


  • 100 word opening statement
  • 1200 words per guidelines below (excluding the opening statement above)
  • Entries will be penalised or could be disqualified should they exceed the specified word count
  • Note the points allocated to each section of the entry. These points are on the list of categories.


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 (250 words)

Indicate research that was used to determine the extent of the problem or opportunity. It can be organisation specific or a 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 (350 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 to 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 (AVE) 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.


In addition to the basic criteria by which the campaigns are judged, a number of rules are to be followed in submitting an entry for evaluation:

1. Entry Document

  • The entry should not be more than twelve hundred (1 200) words. Failure to adhere to this rule will result in the entry being penalised or possibly disqualified.
  • The 1 200-word limit excludes the 100 word opening statement. This opening statement will be reproduced on the PRISM website and used for social media without editing.  It should provide a concise overview of the campaign and its success. (DO NOT use the words, ‘It deserves to win because…)
  • Great care must be taken in the preparation of the entry.  Grammar and spelling, typography and layout will be taken into consideration when judging your entry.
  • The minimum size of type that may be used is 12-point. It must be entirely in English. 
  • Provide photographs of collateral, videos of the event and whatever is needed to convince the judges of the excellence of your campaign and its impact. Imbed these in the pdf you will submit.
  • You are limited to 5 supporting elements. Videos should be less than 4 minutes.

Under separate headlines, the entry should then address each of the five elements explained under Guidelines: i.e.:

  • Statement of Problem/Opportunity
  • Research                           
  • Planning
  • Execution
  • Evaluation

2     Submitting your entry

  • The closing date for entries is 7 February 2020 at 17:00. No late entries will be accepted.