Please read through the PRCA SEA Awards Entry Toolkit and Rules of Entry before submission.

Campaign Award categories:

Entries in the Campaign Categories should demonstrate; strategy and research; execution; creativity; originality; and evaluation.

For each of the Campaign Categories, there will be a Consultancy winner and an In-house winner.

Best Automotive Campaign

Identifies work across the automotive and transport PR sector. This can include motor manufacturers, trade bodies, or work aimed at customers and driving sales. Work could cover campaigns relating to, transport and automotive services, initiative and products.

Best Broadcast Campaign

This award recognises campaigns that use the broadcast medium effectively, either on its own or as part of an of an integrated programme of PR and targeted marketing activity. This can include podcasts, radio, TV, film and entertainment.

Best Business-to-Business Campaign

Recognises work that involves the promotion of products and services from one business to another. Entries can relate to a niche business sector or to the business community at large.

Consumer Award – High Budget (More than S$50,000 per annum)

This category will recognise work that involves the promotion of products or services to consumers, working with a high budget (above S$50,000). This category is open to the private, public or charitable sectors. Judges will be paying particularly close attention to budgets, ensuring that the winning entry has shown sufficient financials, while retaining innovation and creative thinking.

Consumer Award – Low Budget (Less than S$50,000 per annum)

The winning entrant will display successful use of a low budget (less than S$50,000), involving the promotion of products or services to consumers. This category is open to the private, public or charitable sectors. Judges will be paying particularly close attention to budgets, ensuring that the winning entry has shown sufficient financials, while retaining innovation and creative thinking.

Consumer Award – In-House

This award will showcase work that involves the promotion of products or services to consumers, delivered by the private, public, voluntary or charitable sectors. Judges will be paying particularly close attention to budgets, ensuring that the winning entry has shown sufficient financials, while retaining innovation and creative thinking.

Best Corporate, Financial and Investor Relations Campaign

This award showcases work across the whole range of financial PR, including investor relations, stakeholder engagement, and corporate affairs.

Best Corporate Social Responsibility Campaign

Applicable to work that promotes an organisation’s corporate social responsibility programme, via either a one-off campaign or on-going work. The winning entry will need to show clear evidence of the positive impact the campaign or ongoing work may have made, as well as displaying strong reasoning behind the action.

Crisis and Issues Management Award

Entries will recognise the work undertaken in a crisis situation and/ or managing difficult issues. This might be by promoting an alternative perspective, or indeed by keeping an issue out of the media altogether. The successful entry will show effective communication strategy, including objectives and method deployed in a time of crisis. Judges are especially aware of the need for discretion in this category.

Best Digital and New Media Campaign

This category will highlight the campaigns that include a large element of digital and new media work. This can be individually or as part of an integrated programme of PR and targeted marketing activity. If a part of a longer-term project, clear aims and outcomes of the overall goal should be identified as well as the specific activity.

Employee Engagement Award

This award recognises campaigns that use internal communications to engage staff, drive organisational change, deliver increased stakeholder value, or change an organisation’s ethos. Entries should detail how on-going strategy has shown significant improvement and further engagement within the internal team.

Best Health and Wellbeing Campaign

This category will cover work across the whole range of healthcare and well-being PR, including private healthcare, pharma and medical research (including animal research). Campaigns and/or projects could relate to a healthcare issue, consumer healthcare product, facility or initiative.

Best Influencer Relations Campaign

This award recognises campaigns that use targeted influencer relations to achieve excellent results

Best International Campaign

This award recognises work by an organisation in Southeast Asia that engages international media, clients or stakeholders. The Campaign must have run over a minimum of 2 countries excluding countries in Southeast Asia and clear identification of how the campaign may have been altered, if applicable, to the different markets.

Measurement and Evaluation Award

This award recognises expert use of measurement and evaluation in Southeast Asia. This can be in the form of campaigns, programmes or frameworks that demonstration best practise and the most effective use of measurement and evaluation.

This award is open to Media Intelligence, Research & Insight Companies, PR Consultancies, Communication Agencies and In-house Communications Teams.

If AVEs are used as a form of measurement, your entry will be void. For reference, please see The PR Professional’s Definitive Guide to Measurement

Best Media Relations Campaign

This award recognises campaigns that use targeted media relations to achieve creative, imaginative and outstanding results. The use of supporting material may be effective when needing to stand out from the crowd in this category.

Best Multi-Country Campaign (Southeast Asia)

Have you had a campaign running over 3+ countries in the Southeast Asia region over the past 12 months? Can you demonstrate results across the region? Judges will be looking for strategy, research, execution, creativity, originality, documented results, and evaluation.

Best Not-for-Profit and Charity Campaign

This category will recognise work by/ or on behalf of charities, voluntary and not-for-profit organisations. If there is a fundraising aspect to your entry, you must include an explanation of how the entry has contributed to the financial stability or fundraising objectives of the organisation.

Purpose Award

Recognising societal need, impact made, employee engagement, CEO activism and Sustainable Development Goals. The winning entry will need to show clear evidence of the campaign’s ultimate impact, as well as demonstrating a strong  link to business objectives. One-off campaigns with  a strong rationale will still be considered. Agencies, brands, public sector bodies, nonprofits and NGOs can enter this category.

Best Student Campaign

This category will look recognise work by students that demonstrates outstanding, creative thinking and realistic execution in order to reach determined goals. The winning campaign will have a creative, original idea and great use of advertising, marketing and PR.

Judges will be looking for Creativity, Strategy & Insights, and Tactics & Execution

This entry is free of charge

Best Technology Campaign

This category showcases work for technology products, services or brands, targeted at the business market.

Diversity Award

For this new award, judges will mark the entry on the following criteria:

– Performance: Work that encourages diversity of representation within general work activity – these could be either externally focused or internal initiatives across client work or within your own business.

– Staff and business practices: Demonstrating a strong commitment to attracting, retaining and promoting a diverse workforce, encouraging a culture of openness and inclusivity and/or reflecting the diversity of your projects or clients within the team that works on them

– Outside-the-box: Spotlight your unique approach to diversity that is delivering measurable success for your business or clients.

This award recognises PR agencies or in-house PR teams championing diversity, inclusivity and change within the industry. This could include both internal or client work to attract and retain a more diverse workforce, to ensure that talent from all backgrounds is reaching leadership levels, or to engage with, and learn from, diverse audiences in new ways that deliver measurable communications or business success.

The winning entry will show clear evidence of the positive impact that the work of the PR agencies or in-house PR team is having on diversity.

This might be focused on ethnicity, age, disability, sexuality, gender identity, religious belief, socioeconomic background, educational attainment, neurodiversity or any other aspect of diversity.

In keeping with our commitment to improving all aspects of diversity, including socio-economic, the entry fee for this category has been reduced to S$100

Individual Award Categories:

In the Individual Categories, judges will mark your entry on the following criteria; leadership; initiative; performance and contribution; colleague/client references.

PR Leader of the Year

Judges will look for an individual (or joint heads) who have succeeded in making communications a strategic priority within their organisation, supporting or leading the organisation’s broader objectives. The individual (or joint heads) will have shown outstanding performance, made a significant contribution to the industry and to their organisations. Nominations for this award can be made by the individual or a colleague and organisations can submit any number of entries.

Young Communicator of the Year

Open to NextGen* Individuals in both consultancies and in-house teams. The winner will be recognised for an outstanding performance within their organisation and to the wider PR industry. Nominations for this award can be made by the individual themselves, a colleague or employer. Organisations can enter any number of entries.

*A NextGen individual is anyone under the age of 30 years old at the time of the final entry deadline on 31st January 2020.

Team Award Categories:

In the Team Categories, judges will mark your entry on the following criteria; clients; staff and business practices; financial; and innovation. Further detail on the criteria is listed below.

– Clients: retention, growth and performance
– Staff and business practices: retention, approach, diversity and commitment to professionalism
– Financial: performance, growth, acquisitions must be disclosed
– Innovation: for example, investment in infrastructure, new client products, new approach to staffing

Small Consultancy of the Year Award

This category is open to any Consultancy with under 15 employees. Winning this award will demonstrate great business and effective results as well as community leadership and innovation.

Please cover:

  • Essentials to include: number of employees, date of incorporation and details of turnover (acquisitions must be disclosed).
  • Client list showing retention, consultancy growth and PR performance.
  • Emphasis should be made on staff retention strategies and consultancies will be commended for their dedication to diversity. Please outline initiatives you may have in place to encourage under-represented groups, proportion of employees who are women, and and who are minorities.
  • Reference to commitment to professionalism will be favoured.
  • Financial performance and growth will be assessed. Acquisitions must be disclosed
  • Innovation within the consultancy will be looked at. For example, investment in infrastructure, new client products, new approach to staffing.
  • Please refer to the Rules of Entry for more information.

Medium Consultancy of the Year Award

This category is open to any Consultancy with 15 – 30 employees. Winning this award will demonstrate great business and effective results as well as community leadership and innovation.

Please cover:

  • Essentials to include: number of employees, date of incorporation and details of turnover (acquisitions must be disclosed).
  • Client list showing retention, consultancy growth and PR performance.
  • Emphasis should be made on staff retention strategies and consultancies will be commended for their dedication to diversity. Please outline initiatives you may have in place to encourage under-represented groups, proportion of employees who are women, and who are minorities.
  • Reference to commitment to professionalism will be favoured.
  • Financial performance and growth will be assessed. Acquisitions must be disclosed
  • Innovation within the consultancy will be looked at. For example, investment in infrastructure, new client products, new approach to staffing.
  • Please refer to the Rules of Entry for more information.

Large Consultancy of the Year Award

This category is open to any consultancy with 30 or more employees. Winning these awards will demonstrate great business and effective results as well as community leadership and innovation.

Please cover:

  • Essentials to include: number of employees, date of incorporation and details of turnover (acquisitions must be disclosed).
  • Client list showing retention, consultancy growth and PR performance.
  • Emphasis should be made on staff retention strategies and consultancies will be commended for their dedication to diversity. Please outline initiatives you may have in place to encourage under-represented groups, proportion of employees who are women, and who are minorities.
  • Reference to commitment to professionalism will be favoured.
  • Financial performance and growth will be assessed. Acquisitions must be disclosed
  • Innovation within the consultancy will be looked at. For example, investment in infrastructure, new client products, new approach to staffing.
  • Please refer to the Rules of Entry for more information.

Workplace Champions

This category is open to any consultancy or in-house team that go the extra mile to ensure their employees are happy and healthy; that give consideration to the ethical and moral concerns of staff; that recruit with diversity in mind; and that have good business practices at their heart.

You must demonstrate the following four key attributes:

Staff welfare
Do you believe that a happy, healthy staff leads to a better service for clients? Do you do the utmost to ensure their wellbeing?

Account management
Are you mindful of the moral aspects of the communications work that you do? Are your staff encouraged to express their own ethical concerns?

Recruitment and retention
How do you ensure that interview candidates are sourced from the broadest pool? How do you ensure that interns are given valuable, structured internships?

Business practices
What structures do you have in place to ensure that the way that you do business is as ethical as possible?

Those entering should provide up to 1,000 words responding to all four areas, in order to provide a 360 degree insight into the ethical positioning of the company.

New consultancy

This category is open to any Southeast Asia based consultancy, whether multi-discipline or niche, founded up to 24 months prior to the entry deadline, 31st January 2020. Essentials to include: number of employees, date of incorporation and details of turnover (acquisitions must be disclosed). Judges will be looking for clear objectives and analysis of performance alongside budgets, growth and retention within staff and client base. Financial performance and growth will be assessed, and consultancies will be commended for their dedication to diversity: outline initiatives you may have in place to encourage under-represented groups. Please refer to the Rules of Entry for more information.

In-House Team – Public Sector

This category is open to any Southeast Asia based in-house private, not-for-profit or public sector PR and communications team. Judges will look for the role PR and communications play in the wider organisation, effective use of resources and general contribution to the organisation’s objectives. As with all team categories, Judges will mark your entry against the following criteria; team performance; staff; financial; and innovation. For more information, please see the Rules of Entry.

In-house Team – Private Sector

This category is open to any Southeast Asia based in-house private, not-for-profit or public sector PR and communications team. Judges will look for the role PR and communications play in the wider organisation, effective use of resources and general contribution to the organisation’s objectives. As with all team categories, Judges will mark your entry against the following criteria; team performance; staff; financial; and innovation. For more information, please see the Rules of Entry.