B2B CAMPAIGN

This will be awarded to the best on-going or one off campaign where the business community is the target audience. Although not an extensive list, judges will look for the following criteria when reviewing entry submissions: innovation / creativity, clear strategic thinking, effectiveness and tangible results.

BEST ENVIRONMENTAL PURPOSE CAMPAIGN

Recognises the best purpose led campaign that focuses on social issues. It could be led by a brand, or another organisation (e.g.: public sector, third sector), or a collaboration between more than one party. The winning entry will need to show how it has made significant progress towards the purpose in question, including, but not limited to: changing perceptions, changing laws/ regulations, changing behaviour, raising awareness, raising money. Evidence of the positive impact of the campaign on the brand or organisation, where appropriate, will also be advantageous. The winning campaign will show innovative, creative thinking. Evidence of the work tangibly improving the world or society will also be advantageous.

BEST INTEGRATED CAMPAIGN

This award will recognise the creativity, innovation, impact and effectiveness of an integrated campaign. Entry is open to in-house teams, full-service agencies or a combination of agencies from different marketing disciplines. The idea must be PR-led, and the role that PR played in the strategic development and implementation must clearly be stated. Please explain the role different marketing disciplines played in the campaign and why they were assigned these roles. Please give details of the tangible outcomes of the campaign.

BEST INTERNATIONAL CAMPAIGN

For the best campaign originating from the UK that runs across at least three countries. Judges will be looking for campaigns that display original, creative ideas that have delivered tangible outcomes linked to the objectives. The successful entrant will be able to show how the campaign has been adapted, if necessary, to the individual markets.

BEST PR EVENT

This category recognises the use of a brand event activity or live event to build the value and reputation of a brand, or fulfil a communication need for a brand or organisation as part of a wider, strategic PR campaign. It could be (but is not limited to) a concert, product launch, conference, roadshow, field marketing activity, sponsorship, stunt or guerrilla opportunity, but it will have incorporated live event skills to bring a brand to life in the eyes of end users. It is important that the nature of the event, strategy, context within an overall PR campaign, planning, logistics, production and subsequent execution and measured effect should be summarised clearly along with details of expert design, production, logistics and support teams employed.

BEST SOCIAL PURPOSE CAMPAIGN

Recognises the best campaign that has a good or progressive purpose at its heart. It could be led by a brand, or another organisation (e.g.: public sector, third sector), or a collaboration between more than one party. The winning entry will need to show how it has made www.prweekawards.com significant progress towards the purpose in question, including, but not limited to: changing perceptions, changing laws/ regulations, changing behaviour, raising awareness raising money. Evidence of the positive impact of the campaign on the brand or organisation, where appropriate, will also be advantageous. The winning campaign will show innovative, creative thinking.

BEST USE OF A CELEBRITY(IES)

This category will award the most effective, innovative and creative campaign that uses one or more celebrity/ies to achieve its aims. The idea must be PR-led, although we will not exclude entries that involve payment or other incentives to celebrities; however, please detail these in your entry. Judges will be looking for details of how the celebrity element was incorporated into other parts of the campaign and clear evidence that the goals had been reached or exceeded. This includes outcomes rather than merely social media analytics data. Entrants are advised not to include social media influencers as ‘celebrities’, even those with a high profile; we recommend the Best Influencer Marketing Campaign category for these campaigns. The focus for this category is celebrities who draw their fame from other means (e.g.: actors, sportspeople, musicians, politicians), although they may have gained a sizeable social media following off the back of their pre-existing fame.

BEST USE OF CONTENT

This award will be given for the most effective use of content by a consultancy, in-house team or a combination of both. The objectives, strategy and method deployed should be clearly set out. Entry should include methods of how content was distributed, used to attract and retain audience and how the content is enhancing audience behaviour. Judges will also be looking for the creativeness and innovativeness of the distribution along with specific evaluation discussing engagement and customer retention.

BEST USE OF CREATIVITY

This award will be given for the most effective use of creativity within a campaign run by a consultancy, inhouse team or a combination of both. Your entry should outline the aim(s) of

the campaign, the creative ideas injected into it and carried out to make the campaign a success. Please note this category will solely focus on the innovative and creativeness of the campaign. Judges will be looking for the inspiration, overall concept (visually and with text to support), innovative strategy from idea to execution, and managing any risk of the campaign.

Please note that the long-listed entrants for this category will be invited to attend a VIVA presentation as part of the judging process.

BEST USE OF AN INFLUENCER(S)

This category will award the most effective, innovative and creative campaign that uses one or more social media influencers to achieve its aims. The idea must be PR-led, although we will not exclude entries that involve payment or other incentives to influencers; however, please detail these in your entry. Judges will be looking for details of how the influencer marketing element was incorporated into other parts of the campaign and clear evidence that the goals had been reached or exceeded. This includes outcomes rather than merely social media analytics data. For the benefit of this award, we are defining a social media influencer as an individual or group that has become influential off the back of their own social media platform or platforms. It excludes anyone with pre-existing fame (eg: actors, sportspeople, reality TV stars).

BEST USE OF PLANNING, STRATEGY AND EVALUATION

Please divide your entry into three subheadings: Planning, Strategy, Evaluation. Within each subheading you should consider a number of key points. In planning, explain in detail the research carried out when the brief was received, explain how the research developed into campaign objectives, and outline campaign objectives. In strategy, explain how you implemented your research throughout the campaign to deliver your objectives, explain how the campaign message was delivered throughout different activities to ensure optimum exposure and explain the consideration of contingency plans. In evaluation, discuss campaign results in detail, discuss the strengths and weaknesses of campaign, and explain how are results a direct result of planning and strategy.

BEST USE OF A SMALL BUDGET

This category will award the most successful use of a small budget (Under £40,000) in a one-off campaign. This category applies to all in-house and agency PR teams across all sectors. Judges will be looking for details of the demographic target audience and research undertaken as part of the planning process, and the impact, creativity, total cost and effectiveness of the campaign. When part of an integrated marketing campaign, please explain the role that PR played in the development and implementation must be clearly stated.

CITY & CORPORATE COMMUNICATIONS

For the best on-going or one-off campaign of a corporate brand carried out in-house or on behalf of the organisation (as opposed to specific branded products or services). Such campaigns should be targeted primarily at the business, City or investor relations community (can also include corporate reputation campaigns aimed at the public). Entries can include: corporate rebranding and repositioning projects; reputation management, corporate social responsibility (CSR), merger, acquisition, flotation or rights issue PR. The judges will look for a strategic approach to the development of activity; evidence of success in building corporate reputation, enhancing company positioning, communicating with investors or other stakeholders, or achieving other corporate goals. In the case of CSR related projects, tangible benefits to the communities in which the organisation operates will also be taken into account.

FINANCIAL SERVICES

This award will be given for the most effective on-going business or consumer campaign or one-off project undertaken by or on behalf of a company operating specifically in the financial services (banking, insurance, mortgages, life assurance etc.) sector.

HEALTHCARE: ETHICAL & OTC CONSUMER

This category covers on-going work or one-off projects undertaken by an in-house pharmaceutical companies PR team or on behalf of a pharmaceutical company relating to ethical (prescription only) drugs. This category also covers also on-going work or one-off projects relating to licensed OTC medicines and other consumer healthcare products and targeted at consumers, either directly or through pharmacists, GPs, other primary care professionals or retailers who interface with the general public. Campaigns can be at any stage in a product lifecycle and include communications with target audiences such as prescribers, primary care departments, NHS budget holders, patient groups and specialist media as well as disease awareness and direct to consumer work. Campaigns lobbying central or local government or government agencies should be entered into the public affairs category.

INTERNAL COMMUNICATIONS AND EMPLOYEE ENGAGEMENT

Entries should describe how ongoing strategic communication or a significant project has engaged internal stakeholders such as managers, employees, and trade unions. They should specify: the business and organisational needs addressed (e.g. performance, productivity, ESG topics, customer service, cost management); the outcomes sought for key stakeholders, such as shifting employee or management attitudes and commitment, achieving real engagement or behavioural change; how the success of the communication was evaluated against the outcomes specified; how communication was integrated with other activities.

ISSUES AND REPUTATION MANAGEMENT

This award will be given for the most effective management of an issue or crisis by a consultancy or in- house team or a combination of both. The objectives, strategy and method deployed should be clearly set out. Because of the sensitive nature of this type of work, entrants may mark parts of their submission as strictly confidential and not for publication.

MARKETING COMMUNICATIONS: AUTOMOTIVE AND TRANSPORT

Applicable to campaigns covering motor vehicles, services, in-car entertainment, fuel, tyres, dealers, distributors etc. Also applicable to campaigns covering all forms of transportation. Entries should include details of the demographic target audience and research undertaken as part of the planning process and the impact, creativity and effectiveness of the campaign. When part of an integrated marketing campaign, please explain the role that PR played in the development and implementation.

MARKETING COMMUNICATIONS: CULTURE, MEDIA, SPORT AND TRAVEL

Includes campaigns for the arts, cultural events, museums, music, sports, travel and leisure. Entries should include details of the demographic target audience and research undertaken as part of the planning process and the impact, creativity and effectiveness of the campaign. When part of an integrated marketing campaign, please explain the role that PR played in the development and implementation.

MARKETING COMMUNICATIONS: LEISURE AND HOSPITALITY

Includes campaigns for travel, leisure, lifestyle and hospitality. Entries should include details of the demographic target audience and research undertaken as part of the planning process and the impact, creativity and effectiveness of the campaign. When part of an integrated marketing campaign, please explain the role that PR played in the development and implementation.

MARKETING COMMUNICATIONS: HEALTH, BEAUTY, RETAIL AND FASHION

Applicable to campaigns covering goods such as soft drinks, toiletries, toys, processed foods, alcohol and cleaning products, healthcare products including skin care and all campaigns promoting fashion brands, clothing, footwear and grocery. Entries should include details of the demographic target audience and research undertaken as part of the planning process and the impact, creativity and effectiveness of the campaign. When part of an integrated marketing campaign, please explain the role that PR played in the development and implementation.

NOT-FOR-PROFIT

This category will recognise the most effective work for or by a charity, voluntary or not for profit organisation, including campaigning and patient groups. Particular attention should be paid to the cost-effectiveness of the campaign, and in the case of fundraising activities, to the monies received.

PUBLIC AFFAIRS

Relates to the most effective use of PR to change or enlist political or public opinion utilising either lobbying or broader grassroots public affairs tactics including media, digital, and social media activities. The target audience should be clearly identified. Where advertising has also been utilised in the campaign, the judges will look for evidence of the distinct role and results of public affairs and lobbying.

PUBLIC SECTOR

Open to government departments and public sector agencies and bodies including the police and local authorities. PR agencies who have carried out work for an authority may also enter. This award will be given for the most effective campaign or communications programme on a single topic e.g. health, road safety, crime, environment. These can include media relations, use of on-line media, posters, publications and consultation processes.

TECHNOLOGY

This award will be given for the most effective on-going business or consumer campaign or one-off project undertaken by or on behalf of a company operating specifically in the technology sector (this includes but is not limited to the Metaverse and Web3). The judges will note campaigns that focus on sustainable issues in this market sector.

BEST AGENCY OUTSIDE LONDON (HEADQUARTERS OUTSIDE M25)

Given the concentration of PR agencies inside London, this award recognises the most accomplished agency outside the capital. Judges will be looking at commercial achievements (eg: revenue and profit growth, client wins, employee numbers), as well as creative successes and an ability to innovate. The award is open to any agency that has its headquarters outside the M25. Agencies that have an office in London but are headquartered elsewhere in the UK will be eligible.

Please note that the long-listed entrants for this category will beinvited to attend a VIVA presentation as part of the judging process.

DIVERSITY, EQUITY & INCLUSION CHAMPIONS

This category rewards agencies, in-house teams or industry bodies/organisations that have done the most to promote diversity and inclusion in the PR industry through a specific initiative or a series of initiatives. Judges will be looking at entrants’ success in terms of expanding opportunities for individuals from diverse backgrounds, relating (but not limited) to gender, race, disability, LGBT+, educational or geographical background. Particular credit will be given to original, creative ideas for promoting diversity.

NEW CONSULTANCY OF THE YEAR

Open to any consultancy which has been trading for up to 24 months.

Include: Date of incorporation, numbers employed (split executive and support staff); key clients; two year’s fees and profits data. Annual income (fees + mark up on disbursements) should cover the full trading period. 

Also Include: Details of sources of start up finance and in the case of subsidiaries or breakaway brands, full explanation must be included of relationship with parent companies including ongoing financial and infrastructure support (e.g. access to training, HR, financial management etc). Judges will look for evidence of financial growth, client list growth, client retention and PR innovation. Agencies will also be commended for their dedication to diversity. Please outline the proportion of employees who are women, and who are black/Asian/or of other minority ethnic background, both across the company and in senior leadership roles. Please also outline any initiatives in place to encourage under-represented groups, and information on the agency’s flexible working policies to help staff work part time.

Please note that the long-listed entrants for this category will be invited to attend a VIVA presentation as part of the judging process.

YOUNG PR PROFESSIONAL

Progressive with their thinking across all aspects of their job e.g work, clients, processes, behaviour, attitude. They’re always one step ahead and produce culturally relevant work in today’s society.

This entry is open to any UK-based PR or public affairs professional aged under 30 on 15 October 2025, working either in-house or agency-side. Nominations are accepted from employers, who should include the details of the nominee’s career history and professional qualifications. Along with the submission please attach a 200 word statement or short video* from the person nominated, outlining why they feel they should win this award.

Judges will be looking for:

• Evidence of outstanding achievement in handling PR campaigns

• Creativeness in relevance to brief and results

• Influence and contribution to the company and colleagues

• Evidence of the nominee’s ability and willingness to extend their range of PR skills

Please note the video does not need to be high production quality; it can be recorded using your phone. There will not be extra points given for high production quality videos. This is an opportunity for the nominee to express themselves and their personality within the entry.

Please note that the long-listed entrants for this category will be invited to attend a VIVA presentation as part of the judging process.

SPECIALIST CONSULTANCY OF THE YEAR

This category is open to any PR consultancy and specialist division within a PR consultancy whose business is concentrated on a specific sector, whether an industry sector, a market segment or a PR discipline (e.g. healthcare, technology; youth; or broadcast PR). Judges will be looking for evidence of market share and financial growth, client list growth and client retention, understanding of market and PR innovation. Please include: Date of incorporation, annual income, numbers employed (split executive and support staff), client list and two years’ fees and profit data. Agencies will also be commended for their dedication to diversity. Please outline the proportion of employees who are women, and who are black/ Asian/or of other minority ethnic background, both across the company and in senior leadership roles. Please also outline any initiatives in place to encourage under-represented groups, and information on the agency’s flexible working policies to help staff work part time.

Please note that the long-listed entrants for this category will be invited to attend a VIVA presentation as part of the judging process.

BOUTIQUE CONSULTANCY OF THE YEAR (<£3M TURNOVER)

Open to any PR consultancy generating fees from the UK market of less than £3m annually.

Please note to enter Boutique Consultancy of the Year you must also have entered one or more Campaign categories. Please note that the long-listed entrants for this category will be invited to attend a VIVA presentation as part of the judging process.

SMALL CONSULTANCY OF THE YEAR (£3M-£10M TURNOVER)

Open to any PR consultancy generating fees from the UK market of between £3m and £10m annually.

Please note to enter Small Consultancy of the Year you must also have entered one or more Campaign categories. Please note that the shortlisted entrants for this category will be visited by the judges during in September as part of the judging process.

MID-SIZED CONSULTANCY OF THE YEAR (£10M-£20M TURNOVER)

Open to any PR consultancy generating fees from the UK market of between £10m and £20m annually.

Please note to enter Mid-Sized Consultancy of the Year you must also have entered one or more Campaign categories. Please note that the shortlisted entrants for this category will be visited by the judges during in September as part of the judging process.

LARGE CONSULTANCY OF THE YEAR (>£20M TURNOVER)

Open to any PR consultancy generating fees from the UK market of above £20m annually.

Please note to enter Large Consultancy of the Year you must also have entered two or more Campaign categories. Please note that the shortlisted entrants for this category will be visited by the judges during in September as part of the judging process.

IN-HOUSE TEAM OF THE YEAR (PRIVATE SECTOR)

Open to any in-house team within the public and third sector within local and national governments and other public authorities, government agencies, health authorities, trade unions and trade bodies as well within NGOs, charities or other not-for profit organisations.

In your entry please include number of staff employed within team (split executive and support staff) and annual PR budget (broken down into areas of marketing activity directly under the teams control). 

Where relevant, details should be included of success in meeting government regulations or standards (e.g. e-Government and consultative clauses in the Local Government Act). 

The judges will look for evidence of success in executing campaigns or programmes during the period covered by the awards as part of an overall PR strategy. 

They will also look for cost-effective use of both in-house and external resources.

Teams will also be commended for their dedication to diversity. Please outline the proportion of employees who are women, and who are black/Asian/ or of other minority ethnic background, both across the team and in senior leadership roles. Please also outline any initiatives in place to encourage under represented groups, and information on the team’s flexible working policies to help staff work part time.

Please note that the long-listed entrants for this category will be invited to attend a VIVA presentation as part of the judging process.

IN-HOUSE TEAM OF THE YEAR (PUBLIC/THIRD SECTOR)

Open to any in-house team within the private sector. In your entry please include number of staff employed within team (split executive and support staff) and annual PR budget (broken down into areas of marketing activity directly under the teams control).

The judges will look for evidence of success in executing campaigns or programmes during the period covered by the awards as part of an overall PR strategy. They will also look for cost-effective use of both in-house and external resources.

Teams will also be commended for their dedication to diversity. Please outline the proportion of employees who are women, and who are black/Asian/ or of other minority ethnic background, both across the team and in senior leadership roles. Please also outline any initiatives in place to encourage under represented groups, and information on the team’s flexible working policies to help staff work part time.

Please note that the long-listed entrants for this category will be invited to attend a VIVA presentation as part of the judging process.