Copyright 2017

The PRISM Awards, celebrating its 20th year, are presented to public relations and communication professionals who have successfully incorporated strategy, creativity and professionalism in public relations and communication programmes and strategies that showcase a successful public relations campaign.

ELIGIBILITY

Public relations consultancies, business enterprises, associations, private institutions and government bodies are eligible to submit entries to the PRISM Awards.

Public relations consultancies may enter on behalf of clients and share honours with them.

Participants may submit as many individual entries as they wish. You may submit programmes previously entered in other awards and competitions. The PRISM Awards offers broad international recognition to campaigns honoured separately to the national level.

Entrants do not have to be members of PRISA to participate – it is open to all.

SCOPE

Entries may be submitted in a wide variety of professional categories. Details on the focus of each category are provided under Categories. Campaigns entered in all categories may be local, regional, national or international in scope. The categories encompass programmes targeted to a variety of audiences and publics.

 

The same entry may be submitted in more than one category.

VERY IMPORTANT

However, each submission must be adapted for every different category entered, to indicate its suitability for that particular category. Judges will refuse to assess entries not relating to the applicable category, or identical to an entry in another category.

RECOGNITION

The PRISM Awards will be presented to the winners at a celebratory event on Saturday 6 March 2017

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.


CRITERIA

Public relations campaigns entered in the PRISM Awards must exhibit a high standard of excellence in a variety of programme aspects. Specifically, each entry will be judged on the basis of its competence in five areas. Please ensure that your entry is prepared according to these guidelines.

Statement of opportunity / problem:

  1. Nature of the company or institution for which the programme was conducted.
  2. Specific problem or opportunity addressed by the programme.
  3. Geographical area in which the programme was conducted.

Research
Indicate what field or library research was done to define the problem or opportunity and to determine approaches likely to achieve the programme’s objectives.

Planning

  1. Provide a detailed statement of the programme’s objectives and establishment of measurable criteria for success.
  2. Identify the public to be reached and actions desired of them.
  3. Formulate messages to be communicated to the public.
  4. Select communication channels e.g. print media, newsletter and website (internal and/or external) to be used.
  5. Create vehicles to carry the messages into the media e.g. activities to be undertaken.
  6. Indicate action taken to consult with management and secure support for the campaign.

Execution

  1. Give a description of the implementation plan.
  2. Indicate adjustments that were made to the plan introduced during its implementation.
  3. Describe any difficulties that were encountered.

Evaluation / Measurement
This section covers the identification, analysis and quantification of results. The judges will look for tangible results which demonstrate the achievement of the programme’s measurable objectives, as described in the planning section.

 

Please note that Advertising Value Equivalent (AVE) evaluation is not considered a measurement of outcomes.

Should you submit AVE values as part of the evaluation, please note that only a 1:1 value will be considered.
The judges take a two-fold approach:

  1. Question thoroughly the results measured against objectives,
  2.  Evaluate how well the project’s goals and objectives were met.

Judges look to find the output result that indicates the relative media success, and to the extent possible, also the outcomes-based result – i.e. what was actually achieved in real terms based on the initial goals and objectives.

The measurement section of your submission will be evaluated along the lines of the Barcelona Principles:

  1. Goals should be as quantitative as possible.
  2. Media measurement must be qualitative and quantitative.
  3. Add value equivalence is not a valid measurement of public relations.
  4. Social media can and should be measured.
  5. Measuring outcomes is preferable to measuring media results.
  6. Business and organisational results should be measured where possible, including metrics such as sales and revenue.

Transparency and replicability are paramount


RULES

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

A. Entry Document (Executive summary)

In the preliminary stage of judging the judges will only consider the programme summaries submitted. So, great care must be taken in the preparation.

The executive summary is strictly limited  to twelve hundred words (1 200). Please adhere strictly to this rule. Count the number of words in your actual executive summary prior to adding all the additional photos with captions etc. The minimum size of type that may be used is 12 point. It must be entirely in English. Submissions will be penalised on word count, and entries over 1 200 words will be disqualified.

  • Photographs and graphs may be used
    – imbed these in your pdf.

The executive summarymust start with an opening statement of 100 words. This statement will be reproduced in the Awards programme, without editing, and should provide a concise overview of the campaign and its success.

Under separate headlines, the summary should then address each of the five criteria as identified below:

- Statement of Problem/Opportunity - max 100 words
- Research     
- Planning
- Execution
- Evaluation

B. Entry to be completed online

  • The closing date for entries is

17 March 2017
21 March 2017

  • If a consultancy is submitting an entry on behalf of a client, a letter of acknowledgement from the client must be submitted to info@prisa.co.za. In addition, your pdf entry must be sent to the same email address as above.

C. Supporting Materials for the South African Campaign of the Year ONLY

Supporting material should be delivered to the PRISA offices.

The entry text must be entirely in English. Media cuttings and related programme materials may be submitted in other languages.

Any audio or video cassettes submitted should be no more than four minutes duration.

Clients must be made aware in advance of any entries that refer to them and the judges will require, in a letter, evidence of client endorsement.

IMPORTANT

A PowerPoint slide, for each entry must be sent to info@prisa.co.za. This should contain photographs, company logos and the following information:

  • Name of the campaign
  • Name of entrant or consultancy
  • The category into which the campaign has been entered
  • Name of the client.
 

IMPORTANT

This slide will be used as submitted for the audiovisual display at the PRISM Awards event.

NOTE:

  • In addition to the online entry, each submission must be emailed to info@prisa.co.za in PDF format. If you have more than one entry, please include a list of your entries.

D. Entry Fees (Includes 1 ticket per entry to the awards event).

Prices include VAT:

Members of the PRCC: R1 675
Members of PRISA: R2 515
Non-members: R3 360
Individual entries:
Members of PRCC and R 840
Non-members: R1 392

Student group campaigns: No charge

Multiple entries (New)
1 – 5 full price
6 – 10 less 5%
11 + less 10%

You will receive an invoice once your entry has been processed. Multiple entries from the same organisation may be paid in a single transaction. Please send a list of your entries to info@prisa.co.za.

E. Awards

  • The winner of the Campaign of the Year award and all other category winners will only be revealed at the celebratory Award event.
  • PRISM trophies will be presented to Gold, Silver and Bronze award winners at the Awards event.

PRogressions:
Earn CPD points for entering:

15 points for author, 5 points for co-author

For further information:
Adele Paulsen
Executive director
OR
Susan Richardson
Operations manager
Tel: 011 326 1262
Fax: 011 326 1259
E-mail: info@prisa.co.za

G. The Campaign of the Year Winner receives:

  • Recognition at the PRISM Awards event.
  • Exposure on the PRISM and PRISA website.
  • Exposure in the media.

We look forward to viewing your submissions.


CATEGORIES

The 2017 PRISM categories have again been divided into sectors and practices. The measurement / judging criteria for each sector or practice may differ as key skills differ, please build your entry to reflect the entry criteria.

As the pre-eminent Awards in the public relations industry in South Africa, the PRISM Awards committee has included individual awards, consultancy awards, and the Pan-African and domestic ‘Campaign of the Year’ awards.

All entries will be completed online and a PDF copy, with the letter of acknowledgment from the client (if appropriate) sent to info@prisa.co.za. For Campaign of the Year entries, additional supporting documentation is to be delivered to the PRISA National Office by 14 April 2017.

Entries may not exceed 1 200 words – please indicate the number of words excluding captions, at the end of your entry.

At least five judges evaluate every category with the scores being tallied to attach an aggregate score for each entry. If the score is between 60 - 70 a bronze is awarded, 70 - 80 a silver and should the entry be scored in excess of 80 points then a gold award is given. 


SECTORS (15 awards)

Measurement criteria and weighting
Statement of the Problem 10
Research 15
Planning 25
Execution 25
Evaluation 25
The WOW Factor  10

Consumer PR for an existing product or service
For imaginative PR activities around a consumer product.

Launch of a new service or product
For well-planned public relations activities around the launch of a service, product or category.

Business-to-business
For an excellent business-to-business public relations campaign.

Financial services
Use of public relations for a financial product or service.

Investor relations
Use of public relations and communication in the investor relations space.

Healthcare
For an outstanding public relations campaign in the pharmaceuticals or healthcare industry.

Technology
For the effective use of public relations in the technology sector, including business-to-business and consumer campaigns.

Travel & tourism
For the successful use of public relations in the transport, travel, hotel or tourism industries.

Resources
For the successful use of public relations in the resources industries.

Environmental
A public relations campaign on an environmental issue with substantial results on society

Public Affairs
A well-planned and orchestrated public affairs (lobbying) campaign that clearly influenced or changed public policy.

Public sector
For an effective public sector (local authorities, councils, government departments or government authorities) campaign that used public relations tactics to raise knowledge or awareness of an issue or change behaviour.

Community Relations
For community relations campaigns not conducted by government/ local authorities.

NGO campaign
For an effective public relations campaign by a charity or non-governmental organisation targeting a specific issue. Reduced entry fee for registered charities entering in-housethe Non-Profit Organisation Number must appear on the entry form - not entered by the consultancy- for details please contact info@prisa.co.za.  

Corporate responsibility
For excellence and leadership in CSR.

Sponsorship
For an innovative public relations campaign that promoted or created awareness of sponsorship of an event or activity.

Public Relations on a shoestring
For an imaginative public relations campaign done on a small budget.


PRACTICES (14 awards)

Measurement criteria and weighting (except where stated – practice marked with an *)
State of the Problem 10
Research  15
Planning  25
Execution 25
Evaluation 25
The WOW Factor 10

Best use of Social Media as a support tool in a communication programme
For excellence in the use of social media as a public relations tool

Best use of an event to build / change reputation (Event management)
For the planning and delivery of a successful event with a public relations dimension

Best use of communication in a township revitalization or education campaign
For excellence in the use of communication with an audience in one specific township

*Campaign best informed by analytics / big data
For research conducted for the development of business / communication strategies.
State of the Problem (20), Research planning (20), Research Methodology (20), Research Execution (10), Campaign Execution (10), Evaluation (20)

Corporate communication
For excellence in enhancing a company’s overall reputation through corporate communication. The campaign must take place over a period of time (at least 6 months) and not rely solely on a launch date

*Crisis management
Example of excellent communication management during a crisis.
State of the Problem (20), Methodology including planning (20), Execution (40), Evaluation (20)

Internal communication
For a creative internal communication campaign that engaged and informed personnel

*Publications
For public relations publications such as newsletters or magazines that showed excellence and imagination in communicating with stakeholders. This can be in a print or electronic format.
Statement of the problem (30), Research (10), Execution (30), Evaluation (30)

Media relations
For effective traditional media relations in a public relations campaign

Mobile Media forPublic Relations (best use of mobile to lead a programme)
For excellence in the use of mobile as a public relations tool

Social Media as the primary method of Communication (best use of social to lead a programme)
For excellence in the use of social media as a public relations tool

Social Media as the primary method of Communication (best use of social to lead a programme with no social media spend)
For excellence in the use of social media as a public relations tool

Social Media to launch a new product
For excellence in the use of social media as a public relations tool


OVER-ARCHING AWARDS (8 awards)

Individual awards (3 maximum)

Best Up-and-coming Public Relations Professional
Name of entrant
Company name
Position
Contact details
Motivation: 250 words to motivate your achievements. Include in your motivation – measurable achievements and the impact of your achievement,
Please provide supporting documentation where applicable
Reference from a superior / head / manager / client / journalist (Any one or more)

Judging criteria
Motivation: Based on requirement. 80 points,
Supporting documentation 10 points,
Quality of reference 10 points

Best Public Relations Professional
Name of entrant
Name of company
Name of campaign
Name of client (if applicable)
Motivation: 250 - 500 words to support your entry. Include in your entry: details of the strategy, implementation, outcomes, and evaluation. Please provide supporting material.
Please provide signature on the submission of client / company head

Judging criteria
Motivation: As per requirements 80 points
Supporting material 20 points

Lifetime achievement award
The PRISA Board, PRISM Awards committee and the PRISM Awards judges will nominate potential Lifetime Achievement Award winners. A list with motivations will be submitted to a judging panel and a Lifetime Achievement Award may be awarded


Consultancy Awards (4 maximum)

Best Small Public Relations consultancy (fewer than 10 people)
The PRISM judging committee will evaluate the consultancy of the year awards against the following criteria; revenue, revenue growth, people numbers, top 5 clients and the length of the relationship with these clients, staff turnover and your BEE credentials. The above should be told in story form and not exceed 600 words (50 points of the score).

In addition tell us about your significant work done in the calendar year 2016, work that embodies where we the public relations industry is heading; research driven planning, creative execution and measurement, beyond AVE’s. This should be told in story form and should not exceed 600 words (50 points of the score).

Best Mid-sized Public Relations consultancy (10 – 39 people)
The PRISM judging committee will evaluate the consultancy of the year awards against the following criteria; revenue, revenue growth, people numbers, top 8 clients and the length of the relationship with these clients, staff turnover and your BEE credentials. The above should be told in story form and not exceed 600 words (50 points of the score).

In addition tell us about your significant work done in the calendar year 2016, work that embodies where we the public relations industry is heading; research driven planning, creative execution and measurement beyond AVE’s. This should be told in story form and should not exceed 600 words (50 points of the score).

Best Large Public Relations consultancy (More than 40 people)
The PRISM judging committee will evaluate the consultancy of the year awards against the following criteria; revenue, revenue growth, people numbers, top 10 clients and the length of the relationship with these clients, staff turnover, the credentials of the senior team and your BEE credentials. The above should be told in story form and not exceed 600 words (50 points of the score).

In addition tell us about your significant work done in the calendar year 2016, work that embodies where we the public relations industry is heading; research driven planning, creative execution and measurement beyond AVEs. Again, this should be told in story form and should not exceed 600 words (50 points of the score).

African Network of the Year
The PRISM judging committee will evaluate the Best African Network against the following criteria; evidence that the consultancies work together on common clients, evidence of training, evidence of a clear Africa vision and plan, stature and presence of each in market partner (staff numbers, top 5 clients, length of partnership, the credentials of the senior team). The above should be told in story form and not exceed 800 words (50 points of the score).

In addition tell us about your significant work done in the calendar year 2016, where you worked together to achieve extraordinary results for clients. This should be told in story form and should not exceed 800 words (50 points of the score).


CAMPAIGNS OF THE YEAR

Pan African Campaign of the Year (1 award)
The Pan-African Campaign of the Year is for a public relations campaign spanning five or more countries in Africa, in any industry.

The Campaign must clearly show local insight, tactic adaption for local conditions and results specific to the original objectives. The working structure between the client, consultancy and in- market partner must be documented.

The measurement of this category is as follows; Statement of the Problem (10), Research (15), Planning (25), Execution (25), Evaluation (25) – and for 10 additional points the intangible Magic / the X factor.

South African Campaign of the Year (1 award)
The measurement of this category is as follows; Statement of the Problem (10), Research (15), Planning (25), Execution (25), Evaluation (25) – and for 10 additional points the intangible Magic / the X factor.

Your submission should clearly show the link between the categories, clearly display an integrated approach and should conclude with business based measures.

The PRISM judges will select the top five entries and invite these consultancies with their client, to present their campaign to a panel of judges on 20 April 2017. The five consultancies and clients will be invited to the awards dinner where all five finalists will win Silver awards in this category.

One campaign will win the coveted overall PRISM 2017 Campaign of the Year.

Good Luck!

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Telephone: (011) 326 1262 / 011 326 1626
Fax: (011) 326 1259
Email: info@prisa.co.za

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PO Box 2825, Pinegowrie, 2123, Johannesburg, South Africa