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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. THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN CREATIVITY: This award will recognize public relations work that breaks new ground in terms of creative thinking, creative ideas or creative product. Successful submissions will demonstrate that the work involved leveraged insights and planning to develop unique creative content that resonates with the judges, ranging from visual storytelling to earned media content.
12. Sri Lanka
13. South/Southeast Asia (led from from a South Asian country)
14. International (led from South Asia with work in other regions)
These categories recognize the best work done on behalf of clients in specific practice areas.
15. Business-to-Business Marketing
16. Corporate Image
17. Corporate Social Responsibility
18. Crisis/Issues Management
19. Digital Campaign
20. Employee Communications (a campaign designed to reach and motivate a company's employees)
21. Employer Branding (a campaign designed to help attract new employees)
22. Financial Communications (investor relations or financial media relations designed to reach shareholders and other financial stakeholders)
23. 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.)
24. Marketing to Consumer (New Product)
25. Marketing to Consumers (Existing Product)
26. Media Relations
27. Public Affairs/Government Relations
28. Public Education (a campaign designed to improve public health or drive awareness of an issue with important societal implications)
29. Social Media Campaign
30. Special Event
31. Associations (associations or coalitions consisting primarily of for-profit businesses; for charities)
32. Consumer Products/Services (any consumer product not already covered in this list)
33. Fashion & Beauty
34. Financial & Professional Services (includes law firms, marketing services firms, management consulting firms, etc.)
35. Food & Beverage (excluding restaurants and food service companies)
38. Media, Arts & Entertainment
39. Not for Profit (excluding trade associations)
40. Public Sector/Government (any government-sponsored campaign, domestic or overseas, including public education, tourism promotion, economic development)
42. Travel & Leisure (includes hotels, airlines, tourism boards)
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