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These awards are designed to recognize the increasingly strategic role of public relations agencies in brand-building and corporate branding; the increasing sophistication of measurement and evaluation techniques; the importance of the chief executive in effective communication; and organizations that employ public relations in the broadest sense to enhance their reputations and expand their business.
1. COMPANY OF THE YEAR: This award will recognize a corporation (or other organization) that has embraced public relations as a key management discipline and can demonstrate that public relations has made a significant contribution over the course of the year to its overall performance. Winning submissions will demonstrate that organizational behavior and organizational communications are aligned, and that public relations activities attain the highest levels of integrity, authenticity, and effectiveness. (This category is NOT open to public relations agencies).
2. CEO OF THE YEAR: This award will recognize the chief executive who has worked diligently to enhance the role of public relations within his or her organization, or demonstrated a clear commitment to ensuring that the organization embraces the principles of ethical and effective public relations, in its culture, its communications and its actions. (This category is NOT open to public relations practitioners.)
3. THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN BRAND-BUILDING: This award will recognize public relations work that has played in a central role in brand strategy, positioning and messaging. Successful submissions will demonstrate that the PR professionals involved—on either the agency or in-house team—took a lead role in creating and developing a brand platform and explain how that platform shifted perceptions, built stronger customer relationships, and ultimately drove sales.
4. THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT: This award will recognize public relations work that has played in a central role in corporate strategy, positioning and messaging. Successful submissions will demonstrate that the PR professionals involved—on either the agency or in-house team—took a lead role in creating and developing a corporate reputation platform and explain how that platform shifted perceptions, built stronger stakeholders relationships, and ultimately contributed to corporate performance.
5. THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN RESEARCH AND PLANNING: This award will recognize public relations campaigns that draw on original research and modern data and analytics to develop critical insights into the client and its audience, and use formal planning techniques to devise the most appropriate strategic approach to address a challenge or seize and opportunity.
6. THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN MEASUREMENT AND EVALUATION: This award will recognize public relations campaigns that made a meaningful and measurable contribution to an organization’s bottom-line results. Winning entries will focus on metrics such as stakeholder engagement, stakeholder attitudes, “net promoter score” (or similar), sales results, or business performance, and will make a compelling case that these results were directly related to effective communications.
7. Nothern Africa
8. Western Africa
9. Eastern Africa
10. Cental Africa
11. Southern Africa
PRACTICE AREA CATEGORIES
These categories recognize the best work done on behalf of clients in specific practice areas.
12. Business-to-Business Marketing
13. Cause-Related Marketing -- for corporate/brand campaigns aligned with social causes. Work for charities and non-profits should be entered in Public Education
14. Corporate Image
15. Corporate Social Responsibility
16. Crisis/Issues Management
17. Digital Campaign
18. Employee Communications
19. Financial Communications
20. Integrated Marketing -- for campaigns led by public relations but including other disciplines including advertising, digital, events, promotions
21. Marketing to Consumers (New Product)
22. Marketing to Consumers (Existing Product)
23. Media Relations
24. Public Affairs/Government Relations
25. Public Education
26. Social Media Campaign
27. Special Event/Sponsorship
29. Consumer Products/Services
30. Fashion & Beauty
31. Financial & Professional Services
32. Food & Beverage
35. Media, Arts & Entertainment
36. Mining and Extractive Industries
37. Not for Profit/Charities
38. Public Sector/Government
40. Travel & Leisure
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