With the first deadline for the PRmoment Awards coming up in December we thought it would be a good idea to hear from some of our judges on what, for them, could make you a winner!
When I am reading a winning entry, the main thing I am looking for is what did this work achieve. I am looking for original and clever thinking, and a campaign that has effected change either by improving reputation or selling more products. So, a fundamental part to the submission must be evidence of strong measurement tools. Piles of coverage is always great to have but that alone will not win the top prize in my book.
Aoife Pauley, Head, EMEA Media at Johnson & Johnson
I love award entries that reflect the passion behind a project and not just its results. Don't be too formal - engage me, make me cross that I didn't think of that idea. Analysis and KPIs are, of course, incredibly important but I have to have bought into you, your objectives and your drive first of all.
Sam Hodges, Head of Communications, Twitter
When judging these entries I'm looking for stand-out creative thinking. I'm drawn to the entries that you look at and think 'I wish I'd thought of that', particularly when they clearly link back to meaningful business outcomes. That's the work that shows the truly crucial role PR plays for organisations, and does our industry proud.
Nicola Green, Corporate Affairs Director, Telefonica UK (O2)
What I am looking for: I love to see complex stories that have been distilled down to a simple execution through genuinely innovative creativity. Creative also needs to feed the broader brand positioning. One-off stunts are great, but if they don't tell you something coherent and consistent about the brand, they are basically worthless. To that end, metrics need to focus not only on the creative execution, but the overall brand effect.
Jay Ward, Director, Ford of Europe Product Communications, Ford Motor Company
In the words of my long-suffering maths teacher: show your workings out. I'll be looking at the full lifespan of an entry - the starting point, the problem that needed to be fixed, the data crunched, the insights gleaned, the strategy defined, the ideas executed and whether it all resulted in the right answer. I can't wait to get the inside view of the year's best campaigns.
Louise Fernley, External Communications Lead, AB InBev UK & Ireland
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