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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.
These awards are presented for the best public relations programming in particular practice areas.
7. BUSINESS-TO-BUSINESS MARKETING
8. CONSUMER MARKETING (EXISTING PRODUCT)
9. CONSUMER MARKETING (NEW PRODUCT)
10. INTEGRATED MARKETING (this category is designed to recognize campaigns in which public relations played a lead strategic role, alongside other disciplines/channels such as advertising, promotions, direct, digital, etc.)
11. INSTITUTIONAL IMAGE (corporate image, or positioning campaign for a corporation or other institution)
12. EMPLOYEE COMMUNICATIONS (a campaign designed to reach and motivate a company's employees)
13. EMPLOYER BRANDING (a campaign designed to help attract new employees)
14. EXECUTIVE LEADERSHIP (a campaign designed to position/publicize the senior leadership of a company or organization)
15. FINANCIAL COMMUNICATIONS (investor relations or financial media relations designed to reach shareholders and other financial stakeholders)
16. CAUSE-RELATED MARKETING (a campaign designed to increase sales or consumer engagement with a brand by linking that brand to an issue or cause)
17. COMMUNITY RELATIONS (a campaign designed to engage community stakeholders and improve relationships between a company and its neighbors, local or global)
18. CORPORATE SOCIAL RESPONSIBILITY
19. PUBLIC EDUCATION (a campaign designed to improve public health or drive awareness of an issue with important societal implications)
20. CRISIS MANAGEMENT
21. ISSUES MANAGEMENT
22. PUBLIC AFFAIRS
23. CORPORATE MEDIA RELATIONS
24. PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)
25. PRODUCT MEDIA RELATIONS (TRADE MEDIA)
Digital and Social Media
26. DIGITAL CAMPAIGN
27. SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN
28. BLOGGER OUTREACH
29. BRANDED JOURNALISM (a campaign based around content created or curated by the PR team)
30. WORD OF MOUTH (a campaign that seeks to build advocacy for a brand or customer among key stakeholders, using either/both online/offline channels to generate positive dialogue and discussion)
31. GUERRILLA MARKETING (this category includes activities such as street branding, flash mobs, etc.)
32. PUBLICITY STUNT
33. SPECIAL EVENT
34. SPONSORSHIP (this category recognizes both the planning and execution of sponsorship activities, and PR support to leverage that sponsorship)
35. 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)
36. MARKETING TO MEN
37. MARKETING TO WOMEN
38. MARKETING TO YOUTH
39. MULTICULTURAL MARKETING (includes campaigns designed to reach specific ethnic groups, gay and lesbian audiences, etc.)
These categories recognize the best work done on behalf of clients in specific industry categories. Entries may cover work in any practice area, from marketing campaigns to public affairs, corporate and financial communications, crisis and issues management, etc.
40. AUTOMOTIVE (includes automakers and automotive parts and suppliers)
41. FASHION & BEAUTY
42. FOOD & BEVERAGE (excluding restaurants and food service companies)
43. HOME & FURNITURE (household products not covered by the categories above, furnishings)
44. CONSUMER PRODUCTS (any consumer product not covered in categories above)
45. ENTERTAINMENT (for clients in the entertainment business, including film and TV companies, record labels, artists and celebrities, sports teams, video game manufacturers)
46. FINANCIAL SERVICES
47. FOOD SERVICE (including restaurants)
48. RETAILERS (for retail outlets, not all products sold at retail)
49. TRAVEL & TOURISM (includes hotels, airlines, tourism boards)
50. ENERGY AND NATURAL RESOURCES (includes energy producers, mining companies and utilities)
51. CHEMICALS & INDUSTRIALS
52. PROFESSIONAL SERVICE FIRMS (includes law firms, marketing services firms, management consulting firms, etc.)
53. REAL ESTATE & CONSTRUCTION
54. TRANSPORTATION & LOGISTICS (includes shipping and logistics, aviation and aerospace and other transportation companies)
55. CONSUMER ELECTRONICS
56. TECHNOLOGY: HARDWARE
57. TECHNOLOGY: SOFTWARE & SERVICES
59. WEB-BASED BUSINESS (includes e-commerce companies that conduct the majority of their business on the Internet, may include dot-com divisions of retail companies, etc.)
60. ANIMAL CARE
61. CONSUMER HEALTH (over-the-counter medications, nutraceuticals, etc)
62. HEALTHCARE PROVIDERS (insurance companies, hospitals, and other related providers)
63. MEDICAL TECHNOLOGY (includes healthcare IT companies, medical devices)
64. PHARMACEUTICAL: RX (also includes biotechnology companies)
65. ASSOCIATIONS (associations or coalitions consisting primarily of for-profit businesses; for charities)
66. EDUCATIONAL & CULTURAL INSTITUTIONS (schools, universities, museums, art galleries, performing arts venues, etc.)
67. GOVERNMENT AGENCIES (any government-sponsored campaign, domestic or overseas, including public education, tourism promotion, economic development)
68. NOT-FOR-PROFIT ORGANIZATIONS (excluding trade associations)
69. GLOBAL CAMPAIGN: This award is presented to a campaign led from the Americas but implemented in 10 or more markets around the world
70. MULTIMARKET CAMPAIGN: This award is presented to a campaign led from the Americas and implemented in more than one but fewer than 10 markets around the world
71. CANADIAN CAMPAIGN: This award is presented to a campaign either led or implemented in Canada
These awards are designed to recognize the work done by public relations agencies, in-house public relations departments and public relations service providers in developing new products and services and enhancing public relations performance.
72. PR AGENCY EMPLOYEE PROGRAM – for communications between an agency or in-house PR department and its own team members
73. PR AGENCY CITIZENSHIP – for pro-bono work, volunteerism, and philanthropic programs designed to strengthen the relationship of an agency with the wider community
74. PR AGENCY MARKETING – building the brand or reputation of a public relations agency
75. THOUGHT LEADERSHIP IN PR – for books, speeches, bylined articles, original research and other thought leadership activities designed to elevate awareness and understanding of PR and/or a particular PR agency.
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