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The Holmes Report's annual selections for PR Agencies of the Year, across all of the world's major markets.
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1 — LIVE EVENTS
This category includes activities that focus on people attending events, including live shows/concerts, guerilla marketing, flash mobs, in-store customer experiences, promotional stunts, etc.
2 — DIGITAL PROMOS & ACTIVATIONS
This category includes any online/social media activity that leads to direct sales, prospecting, donations or other calls to action on online or social media platforms.
3 — SPONSORSHIPS
This category recognizes both the planning and execution of sponsorship activities and PR support to leverage that sponsorship.
4 — TRADE SHOWS & AWARDS
This category recognizes the planning and execution of trade shows, speaking and awards programs. For example, securing top-tier media for a client at crowded, noisy trade show or securing strategic speaking opportunities for a client.
These submissions should be anchored in a single piece of excellent earned coverage. The anchor media can be supported with additional pieces of coverage and/or syndication to show additional reach, scope and impact. Please include the anchor coverage or link to it in the submission.
5 — DIGITAL AND TRADITIONAL MEDIA - PRINT (Earned)
This category recognizes exceptional, strategic print coverage that is earned on digital or traditional media. Excludes paid content.
6 — DIGITAL AND TRADITIONAL MEDIA - BROADCAST (Earned)
This includes exceptional broadcast coverage — online segments, TV talk shows, radio shows, podcasts, etc — earned on digital or traditional media. Excludes paid content.
7 — PRODUCT REVIEWS (Earned)
This includes an exceptional print/digital/broadcast product review featured in any influential media, including news sites, subject matter sites, blogs, podcasts, etc.
8 — EARNED MEDIA WITH INFLUENCERS + COMMUNITIES (Earned)
This includes print or broadcast placements on influential third-party sites that are not media entities, for instance subject matter expert blogs, parenting blogs, YouTube experts, etc. Excludes paid content.
9 — CREATION OF PERSUASIVE CONTENT
Includes content intended to persuade and/or change thinking, including speeches, opinion pieces, award entries, etc. This category is open to paid or unpaid placements, the emphasis is on the power of the piece to persuade.
10 — CONTENT CREATION FOR MEDIA SITES (Earned)
This includes content strategically created and placed — via earned/unpaid means — in any news media, subject matter blog, etc. Does not include paid placements.
11 — DIGITAL NEWSROOMS
This category recognizes brands that have developed modern newsrooms/media centers that are designed to engage with journalists, influencers and other stakeholders using multimedia assets, social media, etc.
SPONSORED & PAID MEDIA
These submissions should be anchored in a single piece of paid or sponsored media that should be included *within* the entry. The lead media can be supported with additional pieces of coverage and/or syndication to show additional reach, scope and impact.
12 — CONTENT CREATION FOR MEDIA SITES (Paid)
This includes content strategically created and placed — via paid means — in any news media, subject matter blog, etc.
13 — INFLUENCER ENDORSEMENTS + PAID/UNPAID PRODUCT PLACEMENT
This includes securing a paid or unpaid role for a product or company in an entertainment vehicle (film, TV show, online etc.) and/or securing paid or unpaid endorsement from celebrities or other influencers.
14 — MEDIA PARTNERSHIP
This category includes any strategic brand/media partnerships, for example to promote an event, conduct a survey, etc.
15 — SEO/CONTENT DISTRIBUTION (PAID + ORGANIC)
This includes initiatives designed to boost SEO and the distribution of content, including organic and paid SEO initiatives; paid content distribution/syndicates; and paid social media placements.
16 — DIGITAL MARKETING/ADVERTISING
This includes any online marketing/advertising, including interactive content/advertising, email marketing, e-commerce, QR codes, etc.
SOCIAL MEDIA & COMMUNITY MANAGEMENT
17 — BEST USE OF INTEGRATED SOCIAL MEDIA
This category recognizes brands that strategically integrate outreach across social channels to build, reach and engage communities and audiences.
18 — BEST USE OF FACEBOOK, TWITTER OR LINKEDIN
This category spotlights innovative use of Facebook, Twitter and/or LinkedIn for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
19 - BEST USE OF YOUTUBE, FACEBOOK VIDEO OR VIMEO
This category recognizes the best use of YouTube, Facebook Video and/or Vimeo for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
20 — BEST USE OF TUMBLR, VINE, PINTEREST, SNAPCHAT OR INSTAGRAM
This category evaluates the best use of Tumblr, Pinterest, Snapchat and/or Instagram for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
21 — BEST USE OF BLOGS
This category evaluates the best use of blogs for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
22 — CROWDSOURCING & CO-CREATING
The best use of social media communities to source ideas, content, product iteration or any other initiatives co-created between the community and brand.
23 — REAL-TIME ENGAGEMENT
This includes using social media to respond in real-time to crises or related breaking news or events that impact a brand and/or its community.
24 — MEME
The best idea, image, or video that resonates culturally with audiences.
25 — GAMIFICATION/USER-GENERATED CONTESTS
This category includes online and offline games and competitions to engage audiences and/or build communities.
BRAND CONTENT & CREATIVITY
Please include the content that’s being evaluated within your submission.
26 — INTEGRATED BRAND NARRATIVES
This category recognizes all forms of storytelling content (text, video, podcast, etc) that is created and used by a brand tell its story and engage audiences.
27 — DIGITAL BRAND PLATFORMS
This category recognizes websites, microsites, downloadable apps, email marketing and other technical content to support brand narratives and storytelling.
28 — BRAND VIDEOS
This includes informational/educational, entertainment-oriented and other video content developed to tell a brand’s story and engage audiences.
29 — BRAND ANIMATION VIDEOS
This category looks specifically at the quality and delivery of animation videos used by a brand tell its story and engage audiences.
30 — ILLUSTRATIONS + PHOTOGRAPHY
This category recognizes the use of infographics, visual design, photography, typography, etc to communicate a brand’s story to audiences.
31 — AUDIO: PODCASTS + MUSIC
This category looks specifically at brands tapping into podcasts or using music to tell their story.
32 — IDENTITY BRANDING
This category includes any brand and identity work, including logos, posters, package design, marketing collateral, etc.
33 — SOCIAL GOOD + PUBLIC SERVICE
This includes public service announcements, cause brand marketing campaigns, corporate-community partnerships and pro bono work.
ANALYTICS + INSIGHTS
34 — USE OF SOCIAL MEDIA OR ANALYTICS FOR AUDIENCE INSIGHTS OR INFLUENCER TARGETING
This category recognizes efforts designed to guide campaign planning by unearthing audience insights or more precise influencer targeting.
35 — ORIGINAL/COMMISSIONED RESEARCH FOR PR
This category recognizes original or commissioned research conducted to support public relations or other communications initiatives.
36 — MEASUREMENT, POST-CAMPAIGN ANALYSIS
This category recognizes research — such as surveys, focus groups or software — designed to measure the impact of a campaign or other PR/marketing initiative.
37 — MARKETING TECHNOLOGY
This category recognizes excellence in marketing technologies developed by a brand, agency or vendor for influencer targeting, content amplification/distribution, social listening, etc — such as influencer databases, wire services, etc.
38 — BEST AGENCY MARKETING
This includes all marketing and communications that an agency conducts to tell its story and convey its value proposition.
39 - BEST AGENCY DISRUPTION - TOOLS & TACTICS
This category recognizes agencies that have disrupted the traditional tools and tactics of marketing or PR — for example, automating, streamlining or modernizing tasks like briefing documents, contact databases, etc.
40 — BEST AGENCY BLOG, EDITORIAL, COMMUNICATIONS PLATFORM
This includes agency blogs, podcasts, newsletters and other digital or print publications.
41 — BEST USE OF SOCIAL MEDIA - AGENCY
This category recognizes agencies that use their own social channels successfully for new business, talent retention, talent recruitment or to build their industry profiles.
42 — BEST LIVE EVENT — AGENCY
This category recognizes agencies that use either external events — such as marketing summits, SXSW, Cannes Lions — or hosted events — such as salons, roundtables, panels — to connect with audiences, tell their story and build their profile.
BEST USE OF SOCIAL MEDIA/DIGITAL ENGAGEMENT ACROSS SECTORS.
These categories recognize the unique opportunities and challenges in using innovative channels for various sectors and audiences.
43 — CORPORATE/B2B
Includes partnerships, investor relations, existing customer relationships, etc.
44 — CONSUMER GOODS
Includes CPG, retail, luxury goods, food & beverage, etc.
45 — HEALTHCARE
Includes pharmaceuticals, biosciences, patient advocacy groups, etc.
46 — FINANCIAL SERVICES/INSURANCE
47 — CHARITY/NONPROFIT
48 — GOVERNMENT/PUBLIC AFFAIRS/LOBBYING
49 — TECHNOLOGY
50 — EMPLOYEE ENGAGEMENT
51 — LEAN MARKETING — This category recognizes campaigns that were conducted for under $35K for the full duration of the project.
52 — MICRO MARKETING — This category recognizes campaigns that were conducted for under $15K for the full duration of the project.
NEW TO MARKET
This category recognizes work done to bring new brands, new technology or new products to market.
53 — NEW COMPANY TO MARKET
54 — NEW PRODUCT TO MARKET
55 — MOST INNOVATIVE AGENCY INITIATIVE
This category looks at ground-breaking initiatives that agencies undertake to spur creativity, innovation, retention or other factors that foster an innovative and creative culture.
56 — MOST INNOVATIVE BRAND MARKETING/COMMUNICATIONS TEAM
This category takes into account how a brand’s marketing/communications team fosters collaboration and integration that leads to innovative ideas and creative execution.
57 — MOST INNOVATIVE BRAND/AGENCY COLLABORATION
This category recognizes instances in which brands and agencies took risks or altered the traditional brand/agency dynamic to foster new ideas and cultivate innovation.
58 — BEST IN SHOW - MOST INNOVATIVE WORK
No submission, finalists selected from category winners.
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