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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.
8 THE BALKANS (Albania, Bosnia-Herzegovina, Bulgaria, Croatia, Macedonia, Montenegro, Romania, Serbia)
9 THE BALTIC (Poland, Estonia, Latvia, Lithuania)
10 BENELUX (Belgium, Netherlands, Luxembourg)
11 DACH (Deutschland, Austria, Switzerland)
12 CENTRAL EASTERN EUROPE (Czech Republic, Hungary, Slovakia, Slovenia)
14 IBERIA (Spain, Portugal)
15 MEDITERRANEAN (Italy, Greece, Cyprus and Malta)
16 THE MIDDLE EAST
17 NORDICS (Denmark, Finland, Iceland, Norway, Sweden)
18 RUSSIA AND THE CIS (Belarus, Kazakhstan, Moldova, Russia, Ukraine, etc.)
20 UNITED KINGDOM AND IRELAND (LESS THAN £ 50,000 in fees)
21 UNITED KINGDOM AND IRELAND (£ 50,000 - £100,000 in fees)
22 UNITED KINGDOM AND IRELAND (£100,000 in fees or more)
23 MULTI-COUNTRY PROGRAMME (Multiple EMEA markets)
24 GLOBAL PROGRAMME (Multiple markets in multiple regions, led from EMEA)
These awards are presented for the best public relations programmeming in particular practice areas.
25 BUSINESS-TO-BUSINESS MARKETING
26 CONSUMER MARKETING (EXISTING PRODUCT)
27 CONSUMER MARKETING (NEW PRODUCT)
28 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.)
29 INSTITUTIONAL IMAGE (can also be institutional image for non-profit group or association)
30 EMPLOYEE COMMUNICATIONS (a campaign directred at a company's existing employees)
31 EMPLOYER BRANDING (a campaign positioning a company to attract new employees)
32 EXECUTIVE COMMUNICATIONS (a campaign to position the CEO or other senior executives as leaders or auithories on a topic or industry)
33 CAPITAL MARKETS COMMUNICATIONS (investor relations or financial media relations designed to reach shareholders and other financial stakeholders)
34 CAUSE-RELATED MARKETING (a campaign designed to increase sales or consumer engagement with a brand by linking that brand to an issue or cause)
35 COMMUNITY RELATIONS (a campaign designed to engage community stakeholders and improve relationships between a company and its neighbors, local or global)
36 CORPORATE SOCIAL RESPONSIBILITY
37 PUBLIC EDUCATION (a campaign designed to improve public health or drive awareness of an issue with important societal implications)
38 CRISIS MANAGEMENT
39 ISSUES MANAGEMENT
40 PUBLIC AFFAIRS (a campaign designed to influence attitudes on matters of public policy, legislation or regulation)
41 CORPORATE MEDIA RELATIONS
42 PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)
43 PRODUCT MEDIA RELATIONS (TRADE MEDIA)
Digital and Social Media
44 DIGITAL CAMPAIGN
45 SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN
46 INFLUENCER MARKETING
47 BRANDED JOURNALISM (a campaign based around content created or curated by the PR team)
48. 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)
49 GUERRILLA MARKETING (this category includes activities such as street branding, flash mobs, etc.)
50 PUBLICITY STUNT
51 SPECIAL EVENT
52 SPONSORSHIP (this category recognizes both the planning and execution of sponsorship activities, and PR support to leverage that sponsorship)
53 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)
54 MARKETING TO MEN
55 MARKETING TO WOMEN
56 MARKETING TO YOUTH
57 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.
58 AUTOMOTIVE (includes automakers and automotive parts and suppliers)
59 FASHION & BEAUTY
60 FOOD & BEVERAGE (excluding restaurants and food service companies)
61 HOME & FURNITURE (household products not covered by the categories above, furnishings)
62 CONSUMER PRODUCTS (any consumer product not covered in categories above)
63 ENTERTAINMENT (for clients in the entertainment business, including film and TV companies, record labels, artists and celebrities, sports teams, video game manufacturers)
64 FINANCIAL SERVICES
65 FOOD SERVICE (including restaurants)
66 RETAILERS (for retail outlets, not all products sold at retail)
67 TRAVEL & TOURISM (includes hotels, airlines, tourism boards)
68 ENERGY AND NATURAL RESOURCES (includes energy producers, mining companies and utilities)
69 CHEMICALS & INDUSTRIALS
70 PROFESSIONAL SERVICE FIRMS (includes law firms, marketing services firms, management consulting firms, etc.)
71 REAL ESTATE & CONSTRUCTION
72 TRANSPORTATION & LOGISTICS (includes shipping and logistics, aviation and aerospace and other transportation companies)
73 CONSUMER ELECTRONICS
74 TECHNOLOGY: HARDWARE
75 TECHNOLOGY: SOFTWARE & SERVICES
77 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.)
78 ANIMAL CARE
79 CONSUMER HEALTH (over-the-counter medications, nutraceuticals, etc)
80 HEALTHCARE PROVIDERS (insurance companies, hospitals, and other related providers)
81 MEDICAL TECHNOLOGY (includes healthcare IT companies, medical devices)
82 PHARMACEUTICAL: RX (also includes biotechnology companies)
83 ASSOCIATIONS (associations or coalitions consisting primarily of for-profit businesses; for charities)
84 EDUCATIONAL AND CULTURAL INSTITUTIONS (schools, universities, museums, art galleries, performing arts venues, etc.)
85 GOVERNMENT AGENCIES (any government-sponsored campaign, domestic or overseas, including public education, tourism promotion, economic development)
86 NOT-FOR-PROFIT ORGANIZATIONS (excluding trade associations)
The In2 SABREs—previously the Silver SABRE Awards—are focused on the incredibly broad range of creative content now being produced by corporations, associations, non-profit organizations and government agencies as they seek to build stronger, more personal relationships with key stakeholders. Categories encompass a variety of channels—experiential, digital, print and video—across paid, earned, owned and shared media.
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.
87 — BEST IN DIGITAL/PRINT CONSUMER MEDIA (EARNED)
This category recognizes exceptional, consumer coverage that is earned on digital or traditional media. Excludes paid content.
88 — BEST IN DIGITAL/PRINT B2B MEDIA (EARNED)
This category recognizes exceptional, B2B coverage that is earned on digital or traditional media. Excludes paid content
89 — BEST IN BROADCAST MEDIA (Earned)
This includes exceptional broadcast coverage — online segments, TV talk shows, radio shows, podcasts, etc — earned on digital or traditional media. Excludes paid content.
90 — BEST IN 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.
91 — BEST EARNED MEDIA WITH INFLUENCERS + COMMUNITIES
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.
92 — BEST 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.
93 — BEST 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.
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.
94— BEST CONTENT CREATION FOR MEDIA SITES (Paid)
This includes content strategically created and placed — via paid means — in any news media, subject matter blog, etc.
95 — BEST INFLUENCER PROGRAMS + ENDORSEMENTS (Paid)
This includes securing a paid role for a product or company on social media via an influencer program, entertainment vehicle (film, TV show, online etc.) and/or securing an endorsement from celebrities or other influencers.
96 — BEST MEDIA PARTNERSHIP
This category includes any strategic brand/media partnerships, for example to promote an event, conduct a survey, etc.
97 — BEST SEO/CONTENT DISTRIBUTION PROGRAM (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.
98 — BEST IN DIGITAL MARKETING/ADVERTISING
This includes any online marketing/advertising, including interactive content/advertising, email marketing, e-commerce, QR codes, etc.
SOCIAL MEDIA & COMMUNITY MANAGEMENT
99 — 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.
100 — BEST USE OF SOCIAL NETWORKS
This category spotlights innovative use social networks (like Facebook, Twitter and/or LinkedIn or other similar platforms) for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
101 - BEST USE OF VIDEO NETWORKS
This category recognizes the best use of video networks (like YouTube, Facebook Video, Vimeo or other similar platforms) for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
102 — BEST USE OF PHOTO NETWORKS
This category evaluates the best use of photo networks (like Tumblr, Pinterest, Snap and/or Instagram or similar platforms) for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
103 — 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.
104 — BEST IN 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.
105 — BEST IN 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.
106 — BEST MEME/VIRAL CAMPAIGN
The best idea, image, or video that resonates culturally with audiences.
107 — BEST USE OF 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.
108 — BEST IN 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.
109 — BEST IN DIGITAL BRAND PLATFORMS
This category recognizes websites, microsites, downloadable apps, email marketing and other technical content to support brand narratives and storytelling.
110 — BEST IN BRAND FILM/VIDEO
This includes informational/educational, entertainment-oriented and other video content developed to tell a brand’s story and engage audiences.
111 — BEST IN BRAND ANIMATION
This category looks specifically at the quality and delivery of animation videos used by a brand tell its story and engage audiences.
112 — BEST USE OF ILLUSTRATIONS + PHOTOGRAPHY
This category recognizes the use of infographics, visual design, photography, typography, etc to communicate a brand’s story to audiences.
113 — BEST IN AUDIO: PODCASTS + MUSIC
This category looks specifically at brands tapping into podcasts or using music to tell their story.
114 — BEST IN IDENTITY BRANDING
This category includes any brand and identity work, including logos, posters, package design, marketing collateral, etc.
115 — BEST IN SOCIAL GOOD + PUBLIC SERVICE
This includes cause brand marketing campaigns, corporate-community partnerships, public service work and pro bono work.
ANALYTICS + INSIGHTS
116 — BEST 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.
117 — BEST USE OF ORIGINAL/COMMISSIONED RESEARCH FOR PR
This category recognizes original or commissioned research conducted to support public relations or other communications initiatives.
118 — BEST IN 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.
119 — BEST IN 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.
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.
120 PR AGENCY EMPLOYEE PROGRAM – for communications between an agency or in-house PR department and its own team members
121 PR AGENCY CITIZENSHIP – for pro-bono work, volunteerism, and philanthropic programs designed to strengthen the relationship of an agency with the wider community
122 PR AGENCY MARKETING – building the brand or reputation of a public relations agency
123 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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