Media Requirements

Who Should Enter
Strategic earned media programmes designed to generate coverage, shape narratives, and build reputation.

This is NOT for:
Paid media campaigns or influencer-only initiatives without a clear earned media strategy.

About the Award

This award recognises excellence in media relations strategy. It celebrates work that builds strong media engagement, shapes compelling narratives, and delivers meaningful earned coverage that influences public perception and strengthens reputation.

Judging Criteria (Please note that Strategy Area has the Highest Score Weighting)

1. Executive Summary
Overall quality, clarity, and credibility of the submission. Judges will assess how effectively the media strategy, execution, and outcomes are articulated.

2. Strategy
Demonstrates a clear and insight-led media relations strategy. Includes objectives, audience and media targeting, and the approach to shaping narrative and coverage.

3. Innovation
Shows evidence of innovative thinking in how media is engaged. Includes new or distinctive approaches to storytelling, outreach, or media partnerships.

4. Creativity (Design & Communication)
Demonstrates how the story is crafted and communicated. Includes narrative strength, relevance, and the ability to create compelling and newsworthy content.

5. Experience
Illustrates how media and audiences engage with the story. Includes credibility, relevance, and the ability to generate meaningful and trusted coverage.

6. Leadership
Demonstrates leadership in building and managing media relationships. Includes consistency, credibility, and the ability to influence how stories are told and received.

7. Impact & Results
Provides clear, measurable evidence of success. This may include quality and reach of coverage, sentiment, share of voice, or influence on awareness and reputation. Base numbers or credible indicators must be included.