PR
The PR Lions celebrate the craft of strategic and creative communication.
The work should demonstrate how original thinking, transformative insight and a strategy rooted in earned media have influenced opinion and driven progress and change in business, society or culture. The work should have storytelling at its core and establish, protect and enhance the reputation and business of an organisation or brand.
The work should demonstrate how original thinking, transformative insight and a strategy rooted in earned media have influenced opinion and driven progress and change in business, society or culture. The work should have storytelling at its core and establish, protect and enhance the reputation and business of an organisation or brand.
Overview
A number of criteria will be considered during judging, weighted as follows: 20% idea; 30% strategy; 20% execution; 30% impact and results.
The same piece of work can be entered up to four times in PR. However, the same piece of work may only be entered once in ‘A. PR: Sectors’.
The work in Section E: Excellence in PR Craft can only be submitted and paid for by independent PR agencies or companies owned by a PR network or independent PR network. The same piece of work can be entered only once in each category within this section.
All case films, films, demo films and original content must be subtitled.
The same piece of work can be entered up to four times in PR. However, the same piece of work may only be entered once in ‘A. PR: Sectors’.
The work in Section E: Excellence in PR Craft can only be submitted and paid for by independent PR agencies or companies owned by a PR network or independent PR network. The same piece of work can be entered only once in each category within this section.
All case films, films, demo films and original content must be subtitled.
A. PR: Sectors
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to, food and beverages, toiletries, cleaning products, other household goods, other FMCGs, clothing and accessories, furniture, and consumer electronics.
* All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to, food and beverages, toiletries, cleaning products, other household goods, other FMCGs, clothing and accessories, furniture, and consumer electronics.
* All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context.
B. Social Engagement & Influencer Marketing
In these categories, your entry will be judged on how well social/digital platforms were leveraged to support or execute the PR campaign.
B01 Social Engagement.
Celebrating public relations and social media storytelling that build brand awareness and advocacy. The work should demonstrate how social media was harnessed to increase brand awareness and relevance.
B02 Community Management.
Recognising the development, maintenance and nurturing of brand relationships. The work should demonstrate how engaging with a brand's online community/targeted audience built its reputation and established trust and authority within the online community.
B03 Real-Time Response.
Real-time social activity designed to respond to and engage in the conversation around world events, public affairs and other real-world, real-time activity in a creative and meaningful way.
B04 Content Creation & Production.
Content created and produced to entertain, inspire or educate. The work should demonstrate how the content created was audience-relevant and engaging as well as in line with brand messaging.
B05 Content Discovery & Amplification.
Recognising a creative approach to content amplification and distribution in order to reach the largest potential audience. The work should demonstrate how a combination of earned, paid, shared and owned media contributed to increased brand engagement and awareness.
B06 Innovative Use of Influencers/Creators.
The creative and innovative use of influencers/creators to drive brand message and awareness to a specific audience.
B01 Social Engagement.
Celebrating public relations and social media storytelling that build brand awareness and advocacy. The work should demonstrate how social media was harnessed to increase brand awareness and relevance.
B02 Community Management.
Recognising the development, maintenance and nurturing of brand relationships. The work should demonstrate how engaging with a brand's online community/targeted audience built its reputation and established trust and authority within the online community.
B03 Real-Time Response.
Real-time social activity designed to respond to and engage in the conversation around world events, public affairs and other real-world, real-time activity in a creative and meaningful way.
B04 Content Creation & Production.
Content created and produced to entertain, inspire or educate. The work should demonstrate how the content created was audience-relevant and engaging as well as in line with brand messaging.
B05 Content Discovery & Amplification.
Recognising a creative approach to content amplification and distribution in order to reach the largest potential audience. The work should demonstrate how a combination of earned, paid, shared and owned media contributed to increased brand engagement and awareness.
B06 Innovative Use of Influencers/Creators.
The creative and innovative use of influencers/creators to drive brand message and awareness to a specific audience.
C. Insights & Measurement
These categories showcase effectiveness in using data to drive creative inspiration and communications strategies. The work will be judged on the deliberate and thoughtful introduction of insights and measurements to develop campaigns that have had real impact on the performance of an organisation. The work should demonstrate the success of activities that tackle the wide range of reputational and stakeholder challenges that non-advertising communications have to address.
C01 Research, Data & Analytics.
Research and data-led or actionable insights that provide a meaningful contribution or input to a public relations programme. The work should provide evidence of research or insight, quality of thinking and the development of a strategy.
C02 PR Effectiveness.
Recognises creative work that has a proven impact on business and reputation. The work should provide results data, as well as details of measurement tools and analysis methods used to evaluate results. Consideration will be given to tangible business results and the quality and quantity of media.
C01 Research, Data & Analytics.
Research and data-led or actionable insights that provide a meaningful contribution or input to a public relations programme. The work should provide evidence of research or insight, quality of thinking and the development of a strategy.
C02 PR Effectiveness.
Recognises creative work that has a proven impact on business and reputation. The work should provide results data, as well as details of measurement tools and analysis methods used to evaluate results. Consideration will be given to tangible business results and the quality and quantity of media.
D. PR Techniques
In these categories, your entry will be judged on the creative implementation of your chosen PR technique in order to increase reach and achieve desired campaign outcomes.
D01 Media Relations.
PR that puts journalism at the forefront of the campaign, with evidence of a high degree of innovation intended to engage, educate or influence editorial. The work should explain the relevance of media outcomes, including depth, quality and messaging. Consideration will be given to how this strategy achieved or supported the desired campaign outcome.
D02 Use of Events & Stunts.
Work that uses stunts, events, event sponsorship, competitions, promotional games, street art, guerrilla marketing, launch parties, live shows, live streamed events, festivals, concerts, sporting events, etc. within traditional, digital and new emerging environments to build the value and reputation of a brand or communication project as part of a wider public relations strategy.
D03 Launch/Relaunch.
Work created to launch or relaunch a product or service.
D04 Brand Voice & Strategic Storytelling.
Customised strategies designed to communicate a particular point of view/story of a brand/organisation in a consistently relevant way and to build an emotional connection with employees, shareholders and customers alike.
D05 Use of Technology.
Existing or new technology that pushes the boundaries of digital innovation to execute or support a PR campaign. This could include but is not limited to artificial intelligence, virtual reality, virtual worlds, robotics, gadgets and electronics, wearable and interactive technology, etc. Does not include prototypes of early-stage technology.
D06 Employee Engagement. NEW
Communications programmes or initiatives designed to inform, educate or inspire employees - engaging internal communities and cultivating strong team dynamics. The work should demonstrate innovative approaches to engaging staff, driving organisational goals and building employee loyalty and satisfaction.
D01 Media Relations.
PR that puts journalism at the forefront of the campaign, with evidence of a high degree of innovation intended to engage, educate or influence editorial. The work should explain the relevance of media outcomes, including depth, quality and messaging. Consideration will be given to how this strategy achieved or supported the desired campaign outcome.
D02 Use of Events & Stunts.
Work that uses stunts, events, event sponsorship, competitions, promotional games, street art, guerrilla marketing, launch parties, live shows, live streamed events, festivals, concerts, sporting events, etc. within traditional, digital and new emerging environments to build the value and reputation of a brand or communication project as part of a wider public relations strategy.
D03 Launch/Relaunch.
Work created to launch or relaunch a product or service.
D04 Brand Voice & Strategic Storytelling.
Customised strategies designed to communicate a particular point of view/story of a brand/organisation in a consistently relevant way and to build an emotional connection with employees, shareholders and customers alike.
D05 Use of Technology.
Existing or new technology that pushes the boundaries of digital innovation to execute or support a PR campaign. This could include but is not limited to artificial intelligence, virtual reality, virtual worlds, robotics, gadgets and electronics, wearable and interactive technology, etc. Does not include prototypes of early-stage technology.
D06 Employee Engagement. NEW
Communications programmes or initiatives designed to inform, educate or inspire employees - engaging internal communities and cultivating strong team dynamics. The work should demonstrate innovative approaches to engaging staff, driving organisational goals and building employee loyalty and satisfaction.
E. Excellence in PR Craft
Work in these categories will be judged on the demonstration of exceptional and creative best practice within the chosen PR specialism.
Entries in this section can only be submitted and paid for by Independent PR agencies or companies owned by a PR network or independent PR network. The same piece of work can be entered only once in each category within this section.
E01 Corporate Image, Communication & Reputation Management.
Work that builds the image/raises the profile and shapes the perceptions of a corporate brand, organisation or corporation.
E02 Public Affairs & Lobbying.
Work planned to influence or inform the public policy agenda using either lobbying or wider public affairs strategies, as well as political or ballot initiatives.
E03 Crisis Communications & Issue Management.
The planning and/or handling of the consequences of a crisis or an issue that may affect a company’s credibility and reputation. The work should demonstrate evidence of the planning and/or implementation of a crisis communication strategy and how the desired outcome was achieved.
* The content of entries in this category can be kept entirely confidential and used for judging purposes only.
E04 Internal Communications.
Engaging internal communications and activities. This may include, but is not limited to, change management, intended to connect employees with a company identity or message. The work should demonstrate how activities translated into measurable results, employee satisfaction and business growth.
E05 Sponsorship & Brand Partnership.
Work that utilised sponsorship and/or partnership programmes in order to meet specific awareness/business goals as well as to enhance the image of a brand, organisation or corporation.
E01 Corporate Image, Communication & Reputation Management.
Work that builds the image/raises the profile and shapes the perceptions of a corporate brand, organisation or corporation.
E02 Public Affairs & Lobbying.
Work planned to influence or inform the public policy agenda using either lobbying or wider public affairs strategies, as well as political or ballot initiatives.
E03 Crisis Communications & Issue Management.
The planning and/or handling of the consequences of a crisis or an issue that may affect a company’s credibility and reputation. The work should demonstrate evidence of the planning and/or implementation of a crisis communication strategy and how the desired outcome was achieved.
* The content of entries in this category can be kept entirely confidential and used for judging purposes only.
E04 Internal Communications.
Engaging internal communications and activities. This may include, but is not limited to, change management, intended to connect employees with a company identity or message. The work should demonstrate how activities translated into measurable results, employee satisfaction and business growth.
E05 Sponsorship & Brand Partnership.
Work that utilised sponsorship and/or partnership programmes in order to meet specific awareness/business goals as well as to enhance the image of a brand, organisation or corporation.
F. Culture & Context
Work that is brought to life through cultural insights and regional context.
F01 Local Brand.
Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
F02 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
F03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
F04 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
F05 Use of Humour.
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
F06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
F07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
F08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
F09 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.
F01 Local Brand.
Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
F02 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
F03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
F04 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
F05 Use of Humour.
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
F06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
F07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
F08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
F09 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.