Media Requirements

Who Should Enter
Public relations programmes that integrate earned, owned, shared, and where relevant paid elements into a unified communications strategy.

This is NOT for:
Single-channel PR activity or campaigns without clear multi-channel and multi-stakeholder integration.

About the Award

This award recognises excellence in integrated PR strategy. It celebrates work that aligns messaging, channels, and stakeholders into a cohesive and coordinated approach, ensuring consistent narrative, stronger engagement, and meaningful reputational and business impact.

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 integrated strategy and its outcomes are articulated.

2. Strategy
Demonstrates a clear and well-defined integrated communications strategy. Includes objectives, audience segmentation, and how different channels and stakeholders are aligned.

3. Innovation
Shows evidence of innovative thinking in how channels and disciplines are integrated. Includes new or effective ways of coordinating communications to enhance impact.

4. Creativity (Design & Communication)
Demonstrates how messaging and narrative are developed and delivered consistently. Includes clarity, cohesion, and the ability to maintain a unified voice across touchpoints.

5. Experience
Illustrates how stakeholders experience the communication across channels. Includes consistency, relevance, and the ability to create a seamless and meaningful engagement.

6. Leadership
Demonstrates leadership in orchestrating complex communications programmes. Includes collaboration across teams, disciplines, and stakeholders to ensure alignment and effectiveness.

7. Impact & Results
Provides clear, measurable evidence of success. This may include reputational impact, stakeholder engagement, media outcomes, or contribution to business objectives. Base numbers or credible indicators must be included.