PRISM Awards 2021 Categories

Sector Awards

Practice Awards

Consultancy Awards

Individual Awards

Campaign of the Year

Sector Awards

  • Business-to-business: For an excellent business-to-business public relations campaign.
  • Community Relations: For community relations campaigns not conducted by government/local authorities.
  • Corporate responsibility: For excellence and leadership in Corporate Social Responsibility.
  • Environmental: A public relations campaign on an environmental issue with substantial results on society.
  • Financial services: Use of public relations for a financial product or service.
  • Healthcare: For an outstanding public relations campaign in the pharmaceuticals or healthcare industry.
  • Investor relations: Use of public relations and communication in the investor relations space.
  • NGO campaign: For an effective public relations campaign by a charity or non-governmental organisation targeting a specific issue. Reduced entry fee for registered charities entering in-house – the Non-Profit Organisation Number must appear on the entry form – not entered by the consultancy – for details please contact info@prisa.co.za.
  • Public Affairs: A well-planned and orchestrated public affairs (lobbying) campaign that clearly influenced or changed public policy.
  • Public Relations on a shoestring: For an imaginative public relations campaign done on a small budget.
  • Public sector: For an effective public sector (local authorities, councils, government departments or government authorities) campaign that used public relations tactics to raise knowledge or awareness of an issue or change behaviour.
  • Resources: For the successful use of public relations in the resources industries.
  • Sponsorship: For an innovative public relations campaign that promoted or created awareness of sponsorship of an event or activity.
  • Technology: For the effective use of public relations in the technology sector, including business-to-business and consumer campaigns.
  • Travel & tourism: For the successful use of public relations in the transport, travel, hotel or tourism industries.
  • Arts and entertainment: For a PR campaign in arts or entertainment.
  • Food and beverage: For a PR campaign to promote a new or existing food or beverage.
  • Gaming and virtual reality: For a PR campaign that launched a development in the gaming or VR industry.
  • Sport: For the successful use of public relations to promote a sport for itself or to a community.

The PRISM Awards, celebrating its 24th year, are presented to public relations and communication professionals who have successfully incorporated strategy, creativity and professionalism in their strategies and campaigns that showcase a successful public relations campaign over the 2020 period.

Practice Awards

  • Launch of a new service or product: For well-planned public relations activities around the launch of a service or product
  • Best use of an event to build / change reputation (Event management): For the planning and delivery of a successful event with a public relations dimension.
  • Social Media as the primary method of Communication (best use of social to lead a campaign): For excellence in the use of social media as a public relations tool.
  • Corporate communication: For excellence in enhancing a company’s overall reputation through corporate communication. The campaign must take place over a period of time (at least 6 months) and not rely solely on a launch date.
  • Crisis management (specific scoring criteria): Example of excellent communication management during a crisis. Statement of the Problem/ Opportunity (20), Methodology including planning (20), Execution (40), Evaluation (20)
  • Crisis Communication Online: For excellence in the use of digital media during a crisis
  • Internal or employee communication: For a creative internal communication campaign that engaged and informed personnel.
  • Publications: For public relations publications such as newsletters or magazines that showed excellence and imagination in communicating with stakeholders. This can be in a print or electronic format. Statement of Problem/ Opportunity (30), Research (10), Execution (30), Evaluation (30)
  • Communication Research (specific scoring criteria): For research conducted for the development of business/communication strategies.
  • Media relations: For effective traditional media relations in a public relations campaign.
  • Consumer public relations for an existing product, service or category. For imaginative public relations activities around a consumer product.
  • Digital media relations: For a public relations campaign showing creativity in its use of digital media.
  • Influencer management: For a PR campaign that made use of identified influencers beyond traditional media.
  • Integration of traditional and new media: For the creative integration of traditional and social media in a PR campaign.
  • International campaign: For a co-ordinated public relations campaign in more than one country.
  • Reputation and brand management: For the creative positioning a company image or brand.

Consultancy Awards

  • Best up-and-coming agency
  • Best small public relations consultancy
  • Best mid-sized public relations consultancy
  • Best large public relations consultancy

Individual Awards

  •  Best Up-and-coming Public Relations Professional
  • Best Public Relations Professional
  • Influencer of the Year
  • Lifetime Achievement Award

Campaigns of the Year

  • Student Campaign of the Year
  • Pan African Campaign of the Year
  • South African Campaign of the Year