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The Holmes Report's annual selections for PR Agencies of the Year, across all of the world's major markets.
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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 (One to four EMEA markets)
24 PAN-EUROPEAN PROGRAMME (Five or more EMEA markets)
25 GLOBAL PROGRAMME (Multiple markets in multiple regions, led from EMEA)
These awards are presented for the best public relations programmeming in particular practice areas.
26 BUSINESS-TO-BUSINESS MARKETING
27 CONSUMER MARKETING (EXISTING PRODUCT)
28 CONSUMER MARKETING (NEW PRODUCT)
29 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.)
30 INSTITUTIONAL IMAGE (can also be institutional image for non-profit group or association)
31 EMPLOYEE COMMUNICATIONS (a campaign directred at a company's existing employees)
32 EMPLOYER BRANDING (a campaign positioning a company to attract new employees)
33 EXECUTIVE COMMUNICATIONS (a campaign to position the CEO or other senior executives as leaders or auithories on a topic or industry)
34 FINANCIAL COMMUNICATIONS (investor relations or financial media relations designed to reach shareholders and other financial stakeholders)
35 CAUSE-RELATED MARKETING (a campaign designed to increase sales or consumer engagement with a brand by linking that brand to an issue or cause)
36 COMMUNITY RELATIONS (a campaign designed to engage community stakeholders and improve relationships between a company and its neighbors, local or global)
37 CORPORATE SOCIAL RESPONSIBILITY
38 PUBLIC EDUCATION (a campaign designed to improve public health or drive awareness of an issue with important societal implications)
39 CRISIS MANAGEMENT
40 ISSUES MANAGEMENT
41 PUBLIC AFFAIRS
42 CORPORATE MEDIA RELATIONS
43 PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)
44 PRODUCT MEDIA RELATIONS (TRADE MEDIA)
Digital and Social Media
45 DIGITAL CAMPAIGN
46 SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN
47 BLOGGER OUTREACH
48 GUERRILLA MARKETING (this category includes activities such as street branding, flash mobs, etc.)
49 PUBLICITY STUNT
50 SPECIAL EVENT
51 SPONSORSHIP (this category recognizes both the planning and execution of sponsorship activities, and PR support to leverage that sponsorship)
52 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)
53 MARKETING TO MEN
54 MARKETING TO WOMEN
55 MARKETING TO YOUTH
56 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.
57 AUTOMOTIVE (includes automakers and automotive parts and suppliers)
58 FASHION & BEAUTY
59 FOOD & BEVERAGE (excluding restaurants and food service companies)
60 HOME & FURNITURE (household products not covered by the categories above, furnishings)
61 ENTERTAINMENT (for clients in the entertainment business, including film and TV companies, record labels, artists and celebrities, sports teams, video game manufacturers)
62 FINANCIAL SERVICES
63 FOOD SERVICE (including restaurants)
64 RETAILERS (for retail outlets, not all products sold at retail)
65 TRAVEL & TOURISM (includes hotels, airlines, tourism boards)
66 ENERGY AND NATURAL RESOURCES (includes energy producers, mining companies and utilities)
67 CHEMICALS & INDUSTRIALS
68 PROFESSIONAL SERVICE FIRMS (includes law firms, marketing services firms, management consulting firms, etc.)
69 REAL ESTATE & CONSTRUCTION
70 TRANSPORTATION & LOGISTICS (includes shipping and logistics, aviation and aerospace and other transportation companies)
71 CONSUMER ELECTRONICS
72 TECHNOLOGY: HARDWARE
73 TECHNOLOGY: SOFTWARE & SERVICES
75 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.)
76 ANIMAL CARE
77 CONSUMER HEALTH (over-the-counter medications, nutraceuticals, etc)
78 HEALTHCARE PROVIDERS (insurance companies, hospitals, and other related providers)
79 MEDICAL TECHNOLOGY (includes healthcare IT companies, medical devices)
80 PHARMACEUTICAL: RX (also includes biotechnology companies)
81 ASSOCIATIONS (associations or coalitions consisting primarily of for-profit businesses; for charities)
82 EDUCATIONAL AND CULTURAL INSTITUTIONS (schools, universities, museums, art galleries, performing arts venues, etc.)
83 GOVERNMENT AGENCIES (any government-sponsored campaign, domestic or overseas, including public education, tourism promotion, economic development)
84 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 entry form.
85 — DIGITAL AND PRINT MEDIA (Earned)
This includes exceptional coverage online and/or in print, earned on third-party sites operated by professional media. Excludes any paid content.
86 — BROADCAST MEDIA (Earned)
This includes exceptional broadcast coverage — TV, radio, podcast, etc — earned on third-party sites operated by professional media. Excludes any paid content.
87 — NON-JOURNALIST INFLUENCERS + COMMUNITIES (Earned)
This includes exceptional print or video coverage earned on third-party sites operated by non-incorporated media entities, like subject-matter expert blogs, YouTube channels, parenting blogs, etc. Excludes any paid content.
88 — CREATION OF PERSUASIVE CONTENT
Includes content intended to persuade and/or change thinking, including speeches, award-winning entries or opinion pieces. This category is open to paid or unpaid placements, the emphasis is on the power of the piece to persuade.
89 — CONTENT CREATION ON MEDIA SITES (Earned)
This includes content created and placed – via earned means – in media or subject matter expert sites. Does not include paid placements.
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.
This includes paid content placements on media properties, including commercial partnerships with media sites like Forbes, New York Times, Buzzfeed, etc.
91 — INFLUENCER ENDORSEMENTS + PAID/UNPAID PRODUCT PLACEMENT
This includes securing a paid or unpaid role for a product or company in an entertainment vehicle (film, TV show, online etc.) and/or securing paid or unpaid endorsement from celebrities or other influencers.
92 — MEDIA PARTNERSHIP
This category includes media partnerships designed to showcase research, surveys, events or other pieces of content.
93 — SOCIAL GOOD + PUBLIC SERVICE – broadcast, digital or print.
94 — ONLINE ADVERTISING
Interactive ad content, website banners, MPUs, etc.
Please anchor your submission in the designated channel, using other social networks to show how the lead channel was supported.
95 — BEST USE OF FACEBOOK
This category evaluates the best use of Facebook to build and engage a branded community for internal or external audiences.
96 — BEST USE OF TWITTER
This category evaluates the best use of Twitter to build and engage a branded community for internal or external audiences.
97 — BEST USE OF LINKEDIN
This category evaluates the best use of LinkedIn to build and engage a branded community for internal or external audiences.
98 — BEST USE OF TUMBLR, VINE, PINTEREST, SNAPCHAT OR INSTAGRAM
This category evaluates the best use of Tumblr, Pinterest, Snapchat and/or Instagram to build and engage a branded community for internal or external audiences.
99 — BEST USE OF BLOGS
This category evaluates blogs designed to build and engage a branded community internal or external audiences.
100 — SOCIAL MEDIA — COLLECTIVE
This category takes an integrated view of all social channels. Collection of social media pages, includes collection of any/all relevant social channels, such as Facebook, Tumblr, LinkedIn, Vine, Instagram, YouTube, Snapchat, Pinterest, Instagram blogs, etc. designed to build and engage a branded community for internal or external audiences.
101 — 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.
102 — 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.
103 — MEME
The best idea, image, or video that resonates culturally with audiences.
104 — GAMIFICATION/USER-GENERATED CONTESTS
This category includes online and offline games and competitions.
Please include the content that’s being evaluated within your submission.
105 — BRANDED NARRATIVES
This category recognizes any form of storytelling content (text, video, podcast, etc) that is created by a brand for entertaining or engaging audiences.
106 — BRAND DIGITAL PLATFORMS — TECHNICAL
This category recognizes websites, microsites, downloadable apps, Intranet sites, email marketing and other technical content to support brand narratives and storytelling.
107 — DIGITAL NEWSROOMS
This category recognizes brands that allocate and distribute digital assets within their online newsrooms in a way that makes an impact and a connection with journalists, influencers and other stakeholders.
108 — ILLUSTRATIONS + PHOTOGRAPHY
This category recognizes the use of infographics, visual design, photography, typography, etc to communicate a brand’s story to audiences.
109 — DIGITAL VIDEO
This includes informational/educational, entertainment-oriented and traditional storytelling narratives for online videos.
110 — ANIMATION VIDEO
This category looks specifically at the quality and delivery of animation videos to tell brand narratives.
111 — AUDIO: PODCASTS + MUSIC
This category looks specifically at brands tapping into podcasts or using music to tell their story.
112 — IDENTITY BRANDING
This category includes any brand and identity work, including logos, posters, package design, marketing collateral, etc.
ANALYTICS + INSIGHTS
113 — SEO/CONTENT DISTRIBUTION (PAID + ORGANIC)
This includes content and social initiatives designed to organically boost SEO and/or the exposure/engagement of content, as well as the use of distribution channels like OutBrain, paid search and/or paid social media placements to boost SEO and/or the exposure/engagement of content.
114 — 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.
115 — ORIGINAL/COMMISSIONED RESEARCH FOR PR
This category recognizes original or commissioned research conducted to support public relations, such as to develop white papers, thought-leadership initiatives, generate media, etc.
116 — MEASUREMENT, POST-CAMPAIGN ANALYSIS
This category recognizes research — such as surveys, focus groups or software — designed to measure the impact influence of a campaign, enable the iteration and evolution of a campaign and/or provide other after-action insights.
117 — MARKETING TECHNOLOGY
This includes all 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.
118 — BEST AGENCY WEBSITE
This includes any agencies in the marketing disciplines.
119 — BEST AGENCY BLOG, EDITORIAL, COMMUNICATIONS PLATFORM
This includes agency blogs, newsletters and other digital or print publications.
120— BEST USE OF SOCIAL MEDIA - AGENCY
This includes PR/marketing agencies using their own social channels for new business, retention, recruitment or other initiatives.
121— BEST LIVE EVENT — AGENCY
This category looks at an agency’s own presence at either external events — such as PR summits, SXSW or Cannes Lions — or internally hosted salons, roundtables, panels, etc.
122 — MOST INNOVATIVE AGENCY INITIATIVE
This category looks at ground-breaking internal initiatives that agencies undertake to spur creativity, innovation, retention or other factors that foster an innovative and creative culture.
This category takes into account how a brand’s marketing/communications team fosters collaboration and integration that leads to innovative ideas and execution.
124— MOST INNOVATIVE BRAND/AGENCY COLLABORATION
This category recognizes instances in which brands and agencies took risks or altered the traditional brand/agency dynamic to foster new ideas and cultivate innovation.
THE SILVER SABRE AWARDS FOR PUBLIC RELATIONS MANAGEMENT
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.
125 PR AGENCY EMPLOYEE PROGRAM – for communications between an agency or in-house PR department and its own team members
126 PR AGENCY CITIZENSHIP – for pro-bono work, volunteerism, and philanthropic programs designed to strengthen the relationship of an agency with the wider community
127 PR AGENCY MARKETING – building the brand or reputation of a public relations agency
128 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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