- B2B Campaign
Recognising work to promote products and/or services from one business to another, a business sector or the business community at large.
- Community Relations and Engagement
Highlighting campaigns that successfully improve connections and relationships between targeted communities and organisations.
- Consumer Campaign – Product
Honouring outstanding success in the ongoing development, repositioning, reinvigoration or re-launch of an established consumer product brand or the launch of a new product or brand.
- Consumer Campaign – Service
Applauding outstanding success in the ongoing development, repositioning, reinvigoration or re-launch of an established consumer service brand or the launch of a new service or brand.
- Corporate Reputation Management Campaign
Acknowledging campaigns which launch, build or enhance a company’s or organisation’s reputation to achieve key business objectives.
- Crisis and Issues Management Campaign
Recognising campaigns which effectively manage an issue or a crisis adversely impacting the operation of a private or public sector business, brand or the well-being of a community.
- Digital, Social and/or Content Campaign
Celebrating exceptional content and social/digital work that engages audiences through earned, owned and paid media to deliver tangible business or brand outcomes.
- Experiential or Activation Campaign
Showcasing work that successfully engages audiences to bring a product or service to life in the physical world through events or activations including live experiences in audiences’ homes during government-enforced restrictions on gatherings.
- Financial Communications Campaign
Highlighting best-in-class work that successfully influences investors and the financial community regarding a company raising capital, selling, buying or bidding for significant assets, or restructuring/turnaround including administrations.
- Government Sponsored Campaign
Recognising success by or on behalf of a government department or agency in advancing public understanding of a societal issue or government initiative.
Note:Programs aimed at enhancing an organisation’s standing with government or directly servicing the organisation’s interests fall into Category 18 – Pubic Affairs and Advocacy Campaign.
- Health Campaign
Applauding strategic, innovative work to improve community health and wellbeing.
- Influencer Campaign
Spotlighting effective, creative PR campaigns that engage influencers and/or ambassadors to boost brand awareness and achieve business objectives.
- Integrated Marketing and Communication Campaign
Showcasing PR-led campaigns displaying exceptional strategic and creative thinking leveraging multi-disciplinary channels and tactics in an integrated manner to deliver great business outcomes.
- Internal Communication Campaign
Acknowledging best-of-breed employee communications programs to foster adoption of management initiatives, organisational change or improve culture and engagement.
- Media Relations Campaign
Recognising the most effective, creative and successful use of media relations to influence behaviour and meet and exceed business objectives.
- PR-Led Brand Partnership Campaign
Spotlighting insightful, strategic and creative partnerships between brands to unleash campaigns that truly raise the bar and deliver superior outcomes.
- Pro Bono Campaigns
Honouring phenomenal work by public relations professionals on behalf of not-for-profit clients or community or philanthropic causes where no payment for services was received.
- Public Affairs and Advocacy Campaign
Celebrating programs that successfully influenced public policy and/or political affairs at any level of government, either through direct lobbying or creating popular support through the community.
Note: Campaigns aimed at changing community behavior without generating support for change in public policy or political affairs should be entered in Category 10 – Government Sponsored Campaign.
- Regional Communications Campaign
Applauding campaigns celebrating exceptional thinking and execution to influence rural or regional Australians or a specific state, territory or city.
- Research/Data-Driven Campaign
Shining a light on campaigns founded on clever research and analytics, crack insights and innovative ideas that clearly bring a brand’s story to life.
- Small Budget Campaign of the Year
Celebrating campaigns which achieved phenomenal outcomes on budgets of $25,000 or less.
- Thought Leadership Campaign
Highlighting insightful campaigns where organisations have led discussion or action on a subject of key importance to their target audiences to make meaningful change.
- Emerging Leader of the Year
Recognising exceptional in-house or agency talent with two to five years’ industry experience.
- Professional of the Year
Celebrating outstanding public relations and communications specialists – in-house or agency-side – who have made a significant contribution to their business and advancing the profession.
- Leader of the Year
Honouring inspirational public relations and communications industry leaders who have made a tangible difference in an agency or in-house role.
- Student of the Year *
Celebrating outstanding public relations and communications students – our future industry success stories.
- Educator of the Year *
Honouring inspirational public relations and communications educators who have added significant value to their students’ outcomes and careers and advancing the public relations profession.
* This category has its own criteria
- In-House Team of the Year
Recognising the best in-house public relations and communications teams.
- Agency Team of the Year
Spotlighting the best agency teams in Australia.
- Agency of the Year – Small/Boutique
Recognising awesome public relations consultancies with up to nine staff.
- Agency of the Year – Medium-Sized
Showcasing outstanding agencies with 10 to 29 staff.
- Agency of the Year - Large
Applauding extraordinary agencies with 30 or more staff.