GTA New Categories 2013

Category 1: Government Sponsored Campaigns

Programs funded by government departments and agencies, including defence, police and health, that advance public understanding of a societal issue, problem, concern or initiative. Entries are open to both government departments and organisations which conduct programs on behalf of government. Note: Similar programs conducted principally to enhance an organisation’s standing or to otherwise directly serve its interests fall in Category 2, Public Affairs.

Category 2: Public Affairs

Short-term programs specifically designed to influence public policy and/or affect legislation, regulation or political activities – at the local, state, national or international government levels — so that the entity funding the program benefits.

Category 3: Issues Management and Crisis Communication

Programs or campaigns aimed at dealing with a crisis, issue or emerging issues that could have an extraordinary or critical effect on-going business, or operations, either in the private or public sectors or the well-being of a community. This may include a disaster or other unpredicted emergency as well as political, financial or other business issues impacting on the reputation of an organisation or its ability to deliver services to its communities. Campaigns aimed at assisting in recovery efforts may also be included in this category.

Category 4: Community Relations

Programs aimed at publics in one or more particular communities in which a company, organisation or institution has a special presence or interest. Includes programs that seek to win the support or co-operation of, or that aim to improve relations with, people or organisations in specific geographic location or locations in which the sponsoring organisation has an interest, need or opportunity.

Category 5: Internal /Change Management Communications

Programs designed to improve employee relations within the organisation or those aimed at change management initiatives. This may include programs designed to increase efficiency, address OH&S issues, enhance or create awareness of changes in policies or programs which are aimed at improving or changing stakeholder knowledge or morale or new initiatives being undertaken by the organisation.

Category 6: Investor Relations

Programs intended to influence present and prospective investors and the financial community in companies listed on a stock exchange or about to be listed. These programs can also include merger and acquisition communication.

Category 7: Consumer Marketing

Programs promoting a consumer service, whether it is new to the marketplace, or has been in the market for some time. These programs can include initiatives to introduce business services to the community, or programs that are designed to enhance sales as well as the profile of an organisation in a community. They can include social marketing techniques and approaches.

Category 8: Business-to-Business Marketing

Programs promoting sales of business-to-business products or services, which are new to the marketplace, or have been in the market for some time. This could include anything from new IT software development to services being offered by a professional group or business to clients. These programs can include social marketing techniques and approaches.

Category 9: Sustainability/ Corporate Social Responsibility

Programs designed to deliver or support the organisations Corporate Social Responsibility programs or to promote the cause of sustainability. Programs may be short-term or support long-term goals. These campaigns should seek to have a defined benefit to society. This category should also include programs dealing with environmental initiatives.

Category 10: Health Organisations

Programs designed and implemented by government departments/organisations, hospitals, patient associations, medical research institutes and medical charities and other similar entities dedicated to the improvement of health and wellbeing in the community. If the campaign relates to prescription medicines, the campaign must highlight significant benefit to the community and its assistance in promoting the health and wellbeing of the community. It must also have client or company endorsement in the entry process.

Category 11: Low Cost/Pro Bono

A campaign designed and implemented for not-for-profit organisations by students of PR or PR Professionals. Professional fees for the campaign should be less than $2,000.

Category 12: Best Use of Analytics

This award will go to the campaign, project, or program, that demonstrates the most effective use of research, insights and evaluation, As well as effective media evaluation, the judges will expect to see evidence of how research amongst target audiences (qualitative or quantitative or both) was used to create a compelling strategy and execution plan.

Category 13: Emerging PR Practitioner of the Year

Open to PR professionals in consultancies and in-house teams, who are under the age of 30 on (from date to be decided). Nominations are accepted from employers and should contain details regarding the nominee's career history. Along with the submission please attach a 500 word statement from the person nominated, outlining why they feel they should win this award. The judges will look for evidence of outstanding achievement in the PR profession with a particular focus on the nominee’s role in the creation and execution of one or more PR campaigns. A focus on research, insight, creativity and proven results should form part of the submission.

Category 14: PR Consultancy of the Year

Open to any PR consultancy in Australia (regardless of size). In case of owned groups, any single office may enter the award. Submission should include company history, profile of employees, profile of key clients; two years’ fees and profit data and outline of the consultancy’s market offering. Judges will look for evidence of growth appropriate to the consultancy profile, client list growth and profile, client retention, talent retention/ development and PR innovation.

Category 15: In house PR team of the year

Open to any in-house team within the private and corporate sector, this category is designed to recognise excellence inside organisations. The judges will look for evidence of success in executing campaigns or programs in support of the organisation's business and marketing goals. Note the team may be large or as small as one member.

Category 16: PR Educator of the Year

Self-nominations for Educator of the Year must come from PRIA Members who have had a full-time, part-time or sessional teaching contract at an Australian tertiary institution in the 2012/13 financial year. Entrants must submit a portfolio that will be judged on the three areas of: Teaching and Learning; Research; and Service to Education and the profession.

Campaign of the Year

The Campaign of the Year will be chosen from those declared winners of a Golden Target Award in the sector categories 1 - 11. A separate panel of judges will score those entries against the published criteria used for judging the Golden Target Awards and the ‘best of the best’ will be declared winner of the Campaign of the Year award.

Last Updated: Mon, Sep 02 2013