Frequently Asked Questions

Q: What does SABRE stand for?
A: The SABRE Awards are presented for Superior Achievement in Branding and Reputation.

Q: What are the criteria?
A: We are looking for public relations, reputation management, and brand building campaigns that exemplify the following values:
" A strategic approach to public relations, as indicated in the research and planning stage of the campaign
" Breakthrough thinking, as indicated by the ability to come up with innovative and ingenious solutions to communications challenges
" Integrity, as indicated by a program that adheres to the highest ethical standards
" Effectiveness, as indicated by results that match the objectives of the program, and demonstrate how the program helped an organization achieve both its communications and business goals.

Any program conducted in part in 2004 is eligible.

Q: What is the difference between Gold, Silver, Bronze, and Iron SABREs?
Gold SABREs recognize the best programs in specific brand-building and reputation management categories, such as cause-related public relations and new product introductions (branding) or employee communications and crisis management (reputation). Gold SABRE categories are open to programs conducted on behalf of any organization, in any industry.

Silver SABREs recognize the best programs in specific industries, from agribusiness to travel and tourism. These programs can have either reputation (corporate communications) or branding (product publicity) objectives.

Bronze SABREs recognize excellence in technical aspects of communication, including the production of annual reports, corporate advertising, or websites.

Iron SABREs are special awards, presented for best practices in public relations management (in agencies or in public relations departments), including initiatives that enhance client service, professional development, or the use of research in public relations.

In addition, a Platinum SABRE will be awarded to the best brand or reputation management program of the year.

Q. What's the entry fee?
The basic entry fee is $245. For that amount, programs may be submitted to one Gold SABRE category and one Silver SABRE category, so that a community relations program for a biotechnology client could be entered in categories 7 and 32 for a single fee.

Entries may then be submitted to any further category (Gold, Silver or Bronze) for an additional $10 per category.

Please note that the $10 fee applies only if the same program is entered in multiple categories. To be eligible for multiple categories, the program must be entered under the same title and should ideally be covered by the same two-page summary, although minor edits to emphasize different aspects of the program are acceptable.

If you want to enter a program into a Bronze SABRE category only, the entry fee is $175.

The entry fee for Iron SABRE categories is $200.

Q. How do I present my entry?
Each entry should contain a two-page summary of the program. This summary should include:
" A one paragraph description of the program, explaining why it is worthy of an award
" A description of the challenge or opportunity faced by the submitting company
" Any research conducted prior to execution, plus a description of the planning process, including a statement of objectives
" An explanation of the strategic approach
" A description of the campaign execution
" A summary of the results, with particular emphasis on business results (sales, share price, etc.)

Bronze SABRE entries need only include a brief summary of objectives and results.

Note: Please include five printed copies of the two-page summary for each category entered. Please also include a copy of the summary on a PC-compatible disk. Please do not send more than one copy of the supporting material.

Q: What kind of supporting materials should I include?
Supporting materials may include (but are not limited to) planning documents, press releases, press kits, art, videos, and press clippings.

Please keep the quantity of supporting materials to a minimum. It is not necessary to include every single press release, or every single press clipping-select the most impressive clips, and summarize the rest with a clips report. Please do not include video unless you feel it is absolutely essential to a thorough evaluation of the program under consideration.

We strongly suggest that you place your supporting materials within a binder. There are no restrictions on binder size, although anything above a two-inch binder is probably excess to the judges' reading requirements.

Q: Who judges the SABRE Awards?

The awards are judged by some of the most senior public relations professionals in the industry.

This year's judges include senior corporate communications professionals: TO BE ANNOUNCED

They include senior executives from major agencies: TO BE ANNOUNCED

And they include principals of top boutique firms: TO BE ANNOUNCED

The chairman of the judges is The Holmes Group president and CEO Paul Holmes, who served for 10 years as the chairman of the judges for the Creativity in Public Relations Awards.

Q: What's the deadline for entries?

The deadline for entries is Monday December 13, 2004. However late entries (accompanied by a $25 late fee) will be accepted until Monday January 31, 2005.

Q: How will the winners be notified?

Honorees (including the winners of the Bronze SABREs and nominees in the Gold, Silver and Iron SABRE categories) will be notified in early April. The winners of the Gold, Silver and Iron SABRE categories will be announced at a gala presentation to be held in New York in May 2005.

For Gold Sabre Categories Click Here

For Silver Sabre Categories Click Here

For Bronze Sabre Categories Click Here

For Iron Sabre Categories Click Here

For Entry Form and Deadline Information Click Here