SABRE Awards expanding, enhancing content creation
Charting the future of public relations
Holmes Report
President/Editor-in-Chief

SABRE Awards expanding, enhancing content creation

Arun Sudhaman

As content creation becomes an increasingly vital part of the public relations profession’s work, The Holmes Group is expanding and upgrading the content-related categories in its annual SABRE Awards competition. In the past, winning content creation—which has encompassed everything from annual reports to advertising to blogs to websites to press kits—has been recognized with Bronze SABRE Awards. But starting in 2012, the wide range of creative product submitted to the competition will be recognized by Silver SABRE Awards for Excellence in Content Creation. In addition, there will be new content creation categories, recognizing branding and identity work, infographics, games, viral videos and more—all categories of work now being routinely produced by leading PR agencies and in-house PR departments. “One reason the public relations industry is benefiting from the digital and social media revolution and changes in the marketing landscape is that PR people have experience producing a broad range of creative content,” says Holmes Group chief executive and SABRE judges chairman Paul Holmes. “PR people are not tied to one category of media, they produce content that is experiential, earned, owned and paid. “And they are used to creating content that takes on a life of its own, generating authentic and sustainable conversations that multiply and amplify its impact. That’s the kind of work these new awards will recognize.” The Silver SABRE Awards for Excellence in Creative Content will include the following categories: Experiential Media GUERRILLA MARKETING (this category includes activities such as street branding, flash mobs, etc.) PUBLICITY STUNT SPECIAL EVENT SPONSORSHIP (this category recognizes both the planning and execution of sponsorship activities, and PR support to leverage that sponsorship) TRADE SHOW (this category recognizes both the planning and execution of trade show exhibits and presence, and PR support for a company’s trade show presence) Earned Media MEDIA PLACEMENT (BROADCAST) – includes both radio and television stories MEDIA PLACEMENT (DIGITAL) – includes blogs and online media MEDIA PLACEMENT (PRINT) – includes newspapers and magazines RESEARCH FOR PUBLICITY – recognizes research that forms the basis of a media relations or other public engagement campaign SPEECH OR BYLINED ARTICLE Owned Media ANNUAL REPORT BLOG EXTERNAL PUBLICATION INTERNAL PUBLICATION SOCIAL MEDIA HUB – includes Facebook and other social media pages WEBSITE – recognizes website design and content created by the public relations team Paid Media ADVERTISING – broadcast, digital or print advertising PRODUCT PLACEMENT – securing a role for a product or company in an entertainment vehicle (film, TV show, etc.) PUBLIC SERVICE ANNOUNCEMENT – broadcast, digital or print announcement for Creative Product BRANDING & IDENTITY – including logo and other design work GAME – includes online and offline games and competitions INFOGRAPHIC PRESS KIT – print or electronic materials POSTER/CALENDAR/PHOTOGRAPHY TV FORMAT CREATION & LICENSING – the development of original programming content Digital Content ANNUAL REPORT (DIGITAL) DIGITAL PRESS KIT/DIGITAL PRESS OFFICE INTERNAL PUBLICATION (DIGITAL) – including intranet PODCAST/WEBCAST VIRAL VIDEO WIDGET OR MOBILE APPLICATION
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