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Slide divider Welcome to the
MEPRA brand image!
2014 Middle East PR Awards
#MEPRAwards
Deadline for submission; Thursday 9th October 2014
Awards Objectives
• Celebrate achievement & best practice • Highlight work of Middle East PR professionals • Encourage the development & diversification of practice areas • Stimulate and excite both PR profession and wider business community to the scope and
potential of what they can achieve through PR • Enable MEPRA to sustain its mission of raising the Industry’s standards in the region • Help attract and recognise talent
Total of 15 Awards Categories • International review, bench mark & best practice
– 12 best practice categories – Plus 3 team & individual categories
Awards Categories - Sectors & services • Consumer goods
– (eg. FMCG , inc. household products, food & drink, automo<ve, sportswear, fashion & clothing, toiletry, cosme<cs)
• Consumer services – (eg. Financial services, travel, hospitality, entertainment & leisure, retail, business equipment & services, commercial
public services)
• Business to business
• Healthcare & services – (eg. private healthcare & clinics, consumer health, healthcare equipment, medical & dental services, OTC etc)
• Government communica8ons – Programmes and policies conducted on behalf of public bodies (local / regional /federal government departments or
authori<es) • Corporate reputa8on & image
– Inc. Crisis/issues management to plan and / or handle the consequences of a crisis or issue that may affect a company’s image or reputa<on
• Internal communica8ons
– Business to employee, employee engagement • Corporate responsibility & environmental PR
– Addressing social and ethical issues and/or addressing a green or environmental issue in order to protect or improve a product image or reputa<on
Awards Categories - Technique • Best use of sponsorship
– Of an event or person to leverage a brand, product or reputa<on
• Best launch /Live event /Stunt – Of a product or service
• Best use of media rela8ons – consumer or trade – Use of mass media to posi<vely profile a product or service in order to change aNtudes among
targeted media audiences and meet client / project ini<a<ves
• Best use of social media / digital PR – Websites, microsites or intranet sites, search engines, mobile devices and applica<ons and other
digital PR techniques to fully execute or support a PR campaign – Generated content, including blogs, social networking sites, viral and applica<ons
• Best integrated campaign – Led by PR
Awards Categories – People & Agency • In-‐House Team of the Year • Agency of year • The “Dave Robinson” Awards for Outstanding Young Communicator of the Year – under
30 by 01 October 2014 Not open to entries x 2 • Overall Campaign of the Year
• Chairman’s Award – Contribu<on to the PR profession in the Middle East
Entry Process STEP 1 MEPRA members -‐ LOG IN to your account and proceed to the 'Submit an Award' sec<on from the main website menu. Non-‐members -‐ Create a Free User Account. An ac<va<on link will be sent to your email address. Once you have ac<vated your account, proceed to the 'Submit an Awards' sec<on from the main website menu. STEP 2 Purchase your Awards Credits following the online payment process as directed. 1 Award Credit = 1 Award Entry! STEP 3 Once you have paid for your Awards Credits or your Credits have been allocated to your account, select the 'Submit an
Award' bu]on You will now access the Online Awards Entry Submission form where you can select the relevant category and a]ach your
submission (word/PDF/PPT) You will also be able to upload up to 3 suppor8ng documents. For files over 50MB, please email us on [email protected]. Once your entry has successfully been submi]ed, you will be able to submit an new one.
Both entries and suppor8ng documents MUST be submi]ed by Thursday 9th October 2014 at midnight.
Judging Process • Entry Validation – MEPRA GM
• 1st Round / Short listing
Scoring out of 100 (stated as a %) Ø Meeting entry requirements and identification of problem or issue – maximum of 10 points Ø Strategy – maximum of 20 points Ø Research - maximum of 20 points Ø Planning – maximum of 10 points Ø Implementation – maximum of 20 points Ø Results & evaluation – maximum of 20 points
• 2nd Round/ Winners Selection – Finalists announced on Sunday 2nd November!
The 2013 MEPRA Awards Judges included: • Brian Lott, Executive Director - Group Communications, Mubadala • Justin Kent, Managing Director, Fabric • Huw Gilbert, Senior Director - Corporate Affairs, PEPSICO • James Mullan, Managing Director, Insight Middle East
Judging Criteria's – Agency of the Year
1. Evidence of opera8onal effec8veness -‐ max 25 points 2. Evidence of strong client rela8onships/servicing – max 25 points 3. Evidence of staff development – max 25 points 4. What else makes them great? – max 25 points
Judging Criteria's – Young Communicator of the Year
1. Does the submission meet entry requirements/quality standards? Score out of 10 2. Evidence of professional knowledge / competency - Score out of 20 3. Understands clients' business objectives etc.. - Score out of 20 4. Team player Evidence - Score out of 20 5. Goes over and beyond call of duty - Score out of 10 6. Achievements - Score out of 10
What Makes a Winning Entry… Tell the story – what makes this entry award winning, what challenge did you face? What it a challenge or a standard launch? Who were the audiences, are these clearly defined? Did
the solution address the problem?
Judges are looking for: • Strategy • Research • Planning & break through thinking • Execution excellence - Method deployed • Results, measurement & evaluation – effective against the original objectives?
– Budget (can be stated as a ball park) – Word count, how you tell the story, clear & concise, is it right for the category? Is this the
best work (quality v quantity) has the entry been compiled with integrity and ethical in its submission?
Key dates
Awards entries open on Thursday 19th June Awards submission deadline: Thursday 9th October at midnight UAE time (including ALL
supporting materials) Awards Gala Event:
Wednesday 26th November Venue to be confirmed
A few tips & tricks from the Judges!
• Presentation of entry (ease of reading, clarity, no typos) • Answers to be clearly set against the five areas of judging • Entries should be for campaigns that are above and beyond everyday work • Take the entry seriously and give it time • Results to reflect ROI but not ad value • Explain the campaign in a way where we don't have to ask questions, ie needs to stand on its
own 2 feet • Make sure the entry is in the correct category • If in doubt, ask questions before you submit! • Don't be afraid to interest, surprise and/or amuse the judges • You're pitching to the judges - treat it like a pitch • Tell a story that engages • Where pictures and well-made videos can illuminate your entry, let them do so
Thank you & good luck!