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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. 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.)
2. 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).
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. Australia/New Zealand
8. Greater China
9. Indian Sub-continent
12. South-East Asia
13. Multi-Country (at least 2 countries)
14. Regional (more than 5 countries)
15. Global (led out of Asia-Pacific with work in other regions)
These categories recognize the best work done on behalf of clients in specific practice areas.
16. Marketing to Consumers (Existing Product)
17. Marketing to Consumer (New Product)
18. Integrated Marketing
19. Business-to-Business Marketing
20. Corporate Image
21. Executive Positioning
22. Community Relations
23. Public Affairs/Government Relations
24. Public Education
25. Financial Communications
26. Employee Communications
27. Cause-Related Marketing
28. Corporate Social Responsibility
29. Corporate Media Relations
30. Product Media Relations
31. Digital Campaign
32. Social Media Campaign
33. Influencer Marketing
34. Marketing to Men
35. Marketing to Women
36. Marketing to Youth
38. Food and Beverage
39. Fashion and Beauty
40. Household Products
41. Travel and Leisure
45. Consumer Health
47. Healthcare Providers
49. Technology (Consumer)
50. Technology (B2B)
52. Financial and Professional Services
54. Public Sector/Government
55. Not for Profit
We highly encourage the use of video highlights and other images to showcase the impact of experiential marketing. Please include the video links and/or images within the entry.
56. Live Events
This category includes activities used to evoke consumer activation, such as promotional stunts, live shows/concerts, guerrilla marketing, in-store customer experiences, street branding, flash mobs, etc.
This category recognizes both the planning and execution of sponsorship activities, and PR support to leverage that sponsorship.
58. Trade Show and Awards
This category recognizes both the planning and execution of trade show exhibits and presence and industry award submissions.
These submissions should be anchored in a single piece of excellent earned coverage. The lead media can be supported with additional pieces of coverage and/or syndication to show additional reach, scope and impact. Please include the anchor coverage in the entry form (rather than supporting documents).
59. Digital and Print Media
This includes exceptional coverage online and/or in print, earned on third-party sites oper- ated by professional, incorporated media. Excludes any paid content.
60. Broadcast Media (Radio/Television)
This includes exceptional coverage from radio or television, earned on third-party sites operated by professional, incorporated media. Excludes any paid content.
61. Creation of Persuasive Content
Includes content intended to persuade and/or change thinking, including speeches told at third-party events, winning award entries or OpEds placed in third-party print or digital media operated by incorporated publishers.
SPONSORED AND PAID MEDIA
These submissions should be anchored in a single piece of paid or sponsored media that should be included *within* the entry.
62. Media Partnership
This category includes media partnerships designed to showcase research, surveys, events or other pieces of content.
63. Public Service Announcement - broadcast, digital or print.
64. Advertising - broadcast, digital or print.
SOCIAL MEDIA AND COMMUNITY MANAGEMENT
For the channel-specific categories, please anchor your submission in the designated channel, using other social networks to show how the lead channel was supported. Please include visuals and comments lifted directly from the social channel *within* your entry with text providing context.
65. Best use of global social networking platforms
This category evaluates the best use of global social networking platforms, including Facebook, Twitter and LinkedIn, to build and engage a branded community for internal or external audiences.
66. Best use of visual social platforms
This category evaluates the best use of visual social networking platforms, including Instagram, Pinterest and Snapchat, to build and engage a branded community for internal or external audiences.
67. Best use of Asian social platforms
This category evaluates the best use of Asian social networking platforms, including Weibo, WeChat, Mixi, to build and engage a branded community for internal or external audiences.
DIGITAL & CREATIVE CATEGORIES
68. Brand Digital Platforms
This category recognizes websites, microsites, downloadable apps, Intranet sites, email marketing and other technical content to support brand narratives and storytelling.
69. Digital Newsrooms
This category includes online assets designed for media and influencers to facilitate the editorial process.
70. Digital Video
This includes informational/educational, entertainment-oriented and traditional storytelling narratives for online videos.
72. Branding and Identity- including logo and other design work
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