Categories
Each Pressie category reflects a distinct approach, channel or type of impact.
Pressie Awards categories
Pressie categories recognise excellence across PR, social and experiential communications.
Each category reflects a distinct discipline, approach or area of impact, from media relations and influencer marketing to integrated campaigns and strategic thinking.
Choosing the right category is an important part of preparing a strong entry.
Categories
Browse the Pressie Awards categories below to find the best fit for your work.
Expand each category to learn what the judges are looking for, understand how your entry will be assessed, and prepare your submission before entering through Awardforce.
A. Best Use of Media Relations
This category recognises entries that deliver outstanding earned media coverage.
The entry will demonstrate thinking beyond the standard media release; it will show how powerful storytelling and strong content delivered exceptional results in a competitive and cluttered market.
Judges will need to understand the challenge and context, and will be looking for a clear strategy, the ‘hook’ and effective execution that resulted in outstanding media coverage.
Assessment framework
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
Does the insight inform the campaign?
What was the big idea?
Did the big idea address the challenge and answer the insight?
What channels did you use and how did you execute?
Look for campaigns that deliver outstanding single or multichannel results. Judges must look for evidence of why the story resonated with media + influencers, what made it exceptional, and the use of innovative thinking and creativity.
What results did the campaign deliver?
How successful was the campaign? Examine the evidence. Please look for how the results relate to the problem identified and objectives set.
What other marketing efforts/activities may have influenced the results? Is there proof that the results were a direct consequence of the campaign?
Explain your point of difference and why you should win?
B. Best Media Partnership
This category rewards remarkable integrated PR, Experiential and/or Social campaigns that use media partnerships or sponsorships of events, content or charities to drive awareness and/or engagement.
The partnership should be a core component of the campaign, and demonstrate how it was critical to success of the overall campaign.
Assessment framework
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
Does the insight inform the campaign?
What was the big idea?
Did the big idea address the challenge and answer the insight?
What channels did you use and how did you execute?
Look for campaigns that deliver outstanding single or multichannel results.
Judges must look for evidence of why the story resonated with media + influencers, what made it exceptional, and the use of innovative thinking and creativity.
What results did the campaign deliver?
How successful was the campaign? Examine the evidence. Please look for how the results relate to the problem identified and objectives set.
What other marketing efforts/activities may have influenced the results? Is there proof that the results were a direct consequence of the campaign?
Explain your point of difference and why you should win?
C. Best Corporate PR
This category recognises outstanding public affairs or stakeholder/community management campaigns.
Focusing on government relations, issues management, social responsibility, community management or a combination.
Your campaign must influence public policy, build, maintain or manage a strong reputation, deliver a positive impact for the business or community and/or manage stakeholders.
Judges will be looking for clever use of insights and research, along with evidence of how and why stakeholders and/or communities were successfully influenced and impacted by the campaign.
Assessment framework
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
Does the insight inform the campaign?
What was the big idea?
Did the big idea address the challenge and answer the insight?
What channels did you use and how did you execute?
Look for campaigns that deliver outstanding single or multichannel results.
Judges must look for evidence of why the story resonated with media + influencers, what made it exceptional, and the use of innovative thinking and creativity.
What results did the campaign deliver?
How successful was the campaign? Examine the evidence. Please look for how the results relate to the problem identified and objectives set.
What other marketing efforts/activities may have influenced the results? Is there proof that the results were a direct consequence of the campaign?
Explain your point of difference and why you should win?
Add assessment guidance.
D. Best Use of Social Media
This category recognises outstanding social media campaigns. We want to know how you brought all the pieces together to drive exceptional results.
Judges will be looking for evidence of what the business challenge was and how you approached it with insights and social media strategy. Judges will look for creativity, innovation, sound communication and, of course, data and metrics, showing how your campaign measured up against objectives.
Assessment framework
What was the problem or challenge the client faced and what was social’s role in addressing this challenge?
Look for a clear, concise definition of the problem(s) identified, and the business & communications objectives used to define success.
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
Does the insight inform the campaign?
What was the big idea?
Did the big idea address the challenge and answer the insight?
What channels did you use and how did you execute?
Look at the role of the social media solution and the reasons why the campaign was developed in such a way.
Judges will also be looking for evidence of brilliant execution that clearly demonstrates how social media was the solution.
They will want to understand the degree of difficulty along with any innovation components that helped to move the campaign from good to great.
What results did the campaign deliver?
How successful was the campaign?
Examine the evidence. Please look for how the results relate to the problem identified and objectives set.
What other marketing efforts/activities may have influenced the results?
Is there proof that the results were a direct consequence of the campaign?
Explain your point of difference and why you should win?
E. Best Social Content Creator or Influencer Marketing Campaign
This category recognises entries that deliver outstanding celebrity, influencer or content creator campaigns. We want to know how you utilised the influencer for the good of your brand and drove results, not just ‘likes’.
Judges will be looking for evidence of what the business challenge was and how you approached it using insights - from creative, innovative use of channel, content creation and influencer selection.
Judges will look for alignment between the brand and the selected celebrity. influencer or content creator and consider the strength of creativity, innovation, sound communication and, of course, data and metrics, showing how your campaign measured up against objectives.
Assessment framework
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
Does the insight inform the social campaign?
What was the big idea?
Did the big idea address the challenge and answer the insight?
What channels did you use and how did you execute?
Look for campaigns that delivered outstanding influencer marketing results. Find evidence of why the campaign resonated with social media audiences and networks, what made it exceptional, and the innovative use of new media platforms.
What results did the campaign deliver?
How successful was the campaign?
Examine the evidence. Please look for how the results relate to the problem identified and social objectives set. What other marketing efforts/activities may have influenced the results?
Is there proof that the results were a direct consequence of the campaign?
Explain your point of difference and why you should win?
Add assessment criteria.
F. Best Creative PR Campaign
In this category we are looking for an epic campaign that features a creative PR idea at its heart.
This category is not about simply tacking on a PR element to an advertising idea or platform, it needs to be led with evidence showing how the idea or execution centred on a great PR idea that earned coverage, whether via traditional or social channels.
Judges are looking for strong insights and strategic thinking that enhanced the idea and pulled through to the resulting outcomes.
Assessment framework
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
What was the big idea?
Did the creative/strategic idea address the challenge and answer the insight?
How did the idea translate to become a compelling PR campaign?
Look for evidence of brilliant execution that demonstrates how a creative idea, backed by strong insights and understanding, resulted in a campaign that drove results.
What results did the campaign deliver?
How successful was the campaign? Examine the evidence. Please look for how the results relate to the problem identified and social objectives set.
What other marketing efforts/activities may have influenced the results?
Is there proof that the results were a direct consequence of the campaign?
Explain your point of difference and why you should win?
G. Best Experiential or Event Campaign
This category recognises entries that deliver outstanding experiential campaigns via live events, pop-ups, expos, product launches or large and small-scale publicity stunts and experiential campaigns. The campaign will be physical in its core but can have virtual elements around it.
Judges will be looking for evidence that the experience was the central component of the campaign, rather than campaigns with an experiential/ event component. They will also need to understand how the campaign integrated into the wider marketing strategy and how it was leveraged to deliver outstanding campaign results.
Assessment framework
What was the problem or challenge the client faced and what was the role for experiential in addressing this challenge?
Look for a clear, concise definition of the problem identified, and the business and communications objectives used to define success – both for overall campaign and specifically for the event/activation itself if they are different.
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
What was the big idea?
Did the big idea address the challenge and answer the insight?
If this activity was part of a broader campaign, have they detailed how the experiential approach was the central component, and how it amplified the overall strategy and would directly contribute to achieving the objective of the campaign.
What channels did you use and how did you execute?
Look to understand the role for an event and/or experiential solution and the reasons for why the event and/or experiential was developed in such a particular way.
Look for evidence of brilliant execution that clearly demonstrates how the event and/or experiential connects to the solution.
Can you understand the degree of difficulty involved in the execution along with any innovation components that helped to move the execution from good to great?
What results did the campaign deliver?
How successful was the campaign?
Examine the evidence. Please look for how the results relate to the problem identified and social objectives set.
What other marketing efforts/activities may have influenced the results?
Is there proof that the results were a direct consequence of the campaign?
Explain your point of difference and why you should win?
H. Best Integrated Campaign
In this category we are looking for an epic campaign that was implemented across a multitude of channels including PR, Experiential and/or Social. This category is not about simply listing multiple channels and executions. Judges are looking for evidence that the campaign was seamlessly, and cleverly, integrated across a multitude of PRES channels.
Entrants will need to show that each channel or activity was deliberately selected to enhance the idea and that the core strategic and creative thinking was adapted appropriately for each channel, that components were designed to coordinate with each other, and that each component played a significant role in delivering the results.
Assessment framework
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
What was the big idea?
Did the big idea address the challenge and answer the insight?
What channels did you use and how did you execute?
Look to understand the role for an event and/or experiential solution and the reasons for why the event and/or experiential was developed in such a particular way.
Look for evidence of brilliant execution that clearly demonstrates how the event and/or experiential connects to the solution.
They will want to understand the degree of difficulty involved in the execution along with any innovation components that helped to move the execution from good to great.
What results did the campaign deliver?
How successful was the campaign?
Examine the evidence. Please look for how the results relate to the problem identified and social objectives set.
What other marketing efforts/activities may have influenced the results?
Is there proof that the results were a direct consequence of the campaign?
Explain your point of difference and why you should win?
I. Best Strategic Thinking
This category recognises campaigns that demonstrate extraordinary insights and strategic thinking.
The winning campaign will need to demonstrate the thinking process, highlight a clear strategic direction and how this directly contributed to the results. Judges will be looking for evidence of research, insight, quality of thinking and development of strategy.
Assessment framework
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
What was the big idea?
Did the big idea address the challenge and answer the insight?
What channels did you use and how did you execute?
Look for clear evidence of how the strategy shaped the implementation of your campaign and led to its overall success.
What results did the campaign deliver?
How successful was the campaign?
Examine the evidence. Please look for how the results relate to the problem identified and social objectives set. What other marketing efforts/activities may have influenced the results?
Is there proof that the results were a direct consequence of the campaign?
Explain your point of difference and why you should win?
J. Diversity, Equity & Inclusion
This category applies to any campaigns, brand or non-profit, whose success was dependent on effectively and authentically connecting with specific cultural, ethnic, or under-served groups or communities (example: Māori, LGBTQIA+, disabled people, Pacific Peoples, etc.).
If the entry had multiple audiences, it is necessary to demonstrate results for the specific audience detailed in the entry. Judges will be interested in not only the direct results of the work, but also the broader impacts of the work including the process of developing the work (e.g. journey you took to ensure authentic and meaningful connection with the community), and the indirect impact of the work (e.g. how the work either challenged or reinforced existing narratives about the community to a broader audience).
Judges may not be familiar with your particular audience, so this is your opportunity to showcase the details that they may miss.
Assessment framework
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
What was the big idea?
Did the big idea address the challenge and answer the insight?
What channels did you use and how did you execute?
Look for ways their efforts delivered outstanding results.
Find evidence of why their activity was exceptional, plus any innovative use of traditional + new platforms, and how they successfully connected with their target audience(s).
What results did the campaign deliver?
How successful was the campaign?
Examine the evidence. How successful was the campaign?
Examine the evidence. Please look for how the results relate to the problem identified and social objectives set.
What other marketing efforts/activities may have influenced the results?
Is there proof that the results were a direct consequence of the campaign?
Explain your point of difference and why you should win?
K. Non-Profit
This category will recognise the most effective work for or by a charity, voluntary or not-for-profit organisation.
Particular attention should be paid to the cost-effectiveness of the campaign, and in the case of fundraising activities, to the monies received.
Assessment framework
What were the key insights?
Does the entry demonstrate a clear understanding of the category/consumer/brand that resulted in the development of a compelling insight?
What was the big idea?
Did the big idea address the challenge and answer the insight?
What channels did you use and how did you execute?
Look for clear evidence of how the strategy shaped the implementation of your campaign and led to its overall success.
What results did the campaign deliver?
How successful was the campaign?
Evidence should be clearly outlined. Look for how the results relate to the problem identified and objectives set.
Marketing efforts/activities may have influenced the results should be listed.
From their entry you can understand the following things:
• Overall achievement against objectives
• Proof that the results were a direct consequence of the campaign
Explain your point of difference and why you should win?
L. Young Practitioner of the Year
This award recognises an individual who has achieved incredible results in the past 18 months and is making a serious mark on the PR, social and/or experiential industry.
We are looking for individuals on the rise who are ready to be acknowledged for their contribution today, and more importantly, are likely to be significant change makers and leaders for our industry in the future.
Nominees must be under the age of 30 and have less than five year’s total industry experience at the time of the entry deadline.
Assessment framework
Evidence of outstanding achievements from this individual over the past 18 months.
How did this person’s individual efforts contribute to the success of the agency or their client’s business?
Describe the personal characteristics and values of the individual that separates them from their peers and makes you believe they are deserving of the Young Practitioner of the Year Award.
This award recognises those individuals who are likely to be change makers for our future industry.
Please outline why you believe this individual is only getting started and the contribution you believe they can make in the future.
PR Team of the Year
This award recognises the PR Team that has demonstrated business success across Culture and Talent, Client Development, Financial Performance and have developed a strong body of work.
It’s open to PR Teams of any size and is judged by a panel of International Judges.
Assessment framework
Outline the vision for your business in 2026.
What were the objectives and strategies to achieve this vision? What were your plans and, goals and measures of success? How significant were they? You are invited to submit any other aspects of your business you feel illustrates their success in the last year.
For example it might include business transition, introduction of new tools, resources, offers or expansion into new markets. Judges may be looking for evidence of proactive initiatives that go beyond the business as usual approach.
As measured by:
-
Change in head count: New roles created
-
Staff longevity: Average length of service of staff
-
Training and career development initiatives undertaken
What judges are considering:
-
Does this agency clearly value their employees?
-
Is this Agency investing in their staff?
-
Every agency has churn, but is there a sense that this agency is doing better than most, with a genuine employee-centric approach and structured career development programmes?
-
Is this Agency growing?
-
Is the growth being managed well?
As measured by:
-
New client wins
-
Average client longevity
-
Incremental work/campaigns won
-
Proactive initiatives implemented for new or existing clients
What judges are considering:
-
Does this agency demonstrate a real partnership approach with clients?
-
What are they doing to ensure relationships remain positive and productive?
-
Can they demonstrate significant growth – either of new clients, or new revenue within existing clients?
-
How are they managing growth?
Provide an overview of the financial performance of the business. You do not need to provide actual $ figures (% changes are ok), but please provide a picture of revenue growth, cost control and implied profit. Include any other measures you feel are relevant.
To enable judges to gauge relative performance, please indicate which revenue bracket you sit in:
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up to $1m
-
$1m to $3m
-
$3m+
Tell us about the highlights of the work you have done for your clients over the past 12 months; what work has had the most meaningful impacts for your clients and for the agency?
How has the work enabled you to build deeper relationships with your clients, create opportunities for future engagement with media, or attracted new business to your agency?
We’re not just interested in the ‘campaigns’ that might show up in Pressies. Tell us about the strategic advice, the corporate comms, or the crisis management work too.
Grand Prix
This category cannot be entered into. All Gold winners will be eligible for the Grand Prix. This award is given to the campaign that achieved the best results and is considered to be the best example of PRES by the panel of Executive Judges.
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