How not to win a PR award
I've spent a couple of days judging entries for the Asia-Pacific PR Awards. This is the second year I've done this and I find it to be a very rewarding exercise. It reinforces in my mind that PR is a very healthy profession in this part of the world. I've also found the judging process to be very professional, impartial and undeniably fair.
But now, the gripes. I certainly have a lot of respect for the folks who've put time and effort into their entries. I know from experience how long it takes to put an entry together, get the required endorsements, often while balancing a crazy workload.
But if you're going to the effort of entering, can I suggest a few simple things that might help you take home the gong on the night? These suggestions don't reflect the thoughts of my fellow judges nor the organizers - they come from my addled mind.
1. Make friends with the judges (not literally)
Judges are reading up to 100 entries. Make it easy for them to read your content - so don't run photographs or artistic watermarks under your text. Also, cramming more text onto your pages doesn't make for a better entry.
2. Cut to the chase
These are PR awards, and they're judged by PR people. Esoteric and flowery language may cut through in some circles, but, as I always say, you can't kid a kidder. Be convincing but leave the hyperbole in the press release.
3. Measure against real objectives
The less specific your objective, the harder it is to prove you achieved it. I know this is a perennial issue in our industry, but do yourself a favour and report things you did achieve. Too many entries promoted programs that, by their own admission, didn't work.
4. AVE is a lie
Ad value equivalency is invalid. I know some clients force this upon us. But it simply is illogical to put a financial value on newspaper column centimetres based on ad advertising rate. See more from IPR, PRSA and KD Paine.
5. Reruns might work for Seinfeld...
It is great that some programs have had year-on-year success. But if you enter year-on-year, please make it fresh. Use the fact that the program is old as a challenge and demonstrate how you overcame it. But don't find-and-replace your entry.
Hopefully some helpful advice. In spite of my gripes, I believe the overall standard of entries this year has been excellent and I'm very happy to see even more Asian markets represented.
- Jeremy
But now, the gripes. I certainly have a lot of respect for the folks who've put time and effort into their entries. I know from experience how long it takes to put an entry together, get the required endorsements, often while balancing a crazy workload.
But if you're going to the effort of entering, can I suggest a few simple things that might help you take home the gong on the night? These suggestions don't reflect the thoughts of my fellow judges nor the organizers - they come from my addled mind.
1. Make friends with the judges (not literally)
Judges are reading up to 100 entries. Make it easy for them to read your content - so don't run photographs or artistic watermarks under your text. Also, cramming more text onto your pages doesn't make for a better entry.
2. Cut to the chase
These are PR awards, and they're judged by PR people. Esoteric and flowery language may cut through in some circles, but, as I always say, you can't kid a kidder. Be convincing but leave the hyperbole in the press release.
3. Measure against real objectives
The less specific your objective, the harder it is to prove you achieved it. I know this is a perennial issue in our industry, but do yourself a favour and report things you did achieve. Too many entries promoted programs that, by their own admission, didn't work.
4. AVE is a lie
Ad value equivalency is invalid. I know some clients force this upon us. But it simply is illogical to put a financial value on newspaper column centimetres based on ad advertising rate. See more from IPR, PRSA and KD Paine.
5. Reruns might work for Seinfeld...
It is great that some programs have had year-on-year success. But if you enter year-on-year, please make it fresh. Use the fact that the program is old as a challenge and demonstrate how you overcame it. But don't find-and-replace your entry.
Hopefully some helpful advice. In spite of my gripes, I believe the overall standard of entries this year has been excellent and I'm very happy to see even more Asian markets represented.
- Jeremy