PR Category

D&AD Awards 2020

Strategies and ideas that use PR methods as creative tools. Judges will be looking for innovative and creative ‘PR first’ ideas – those which prioritise the effective use of PR strategy to communicate the brand message.

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Subcategories

You can enter your work in the following subcategories.

1701 - Integrated Campaign
Integrated PR campaigns that are executed across a variety of media e.g. TV, print, online, mobile, ambient stunts.
1702 - Creative B2B Campaign
Campaigns that focus on the promotion of services and products from one business to another.
1703 - Creative B2C Campaign
Campaigns that focus on the promotion of services and products among consumers.
1704 - In-Market Campaign
Campaigns targeting one specific linguistic or geographical market.
1705 - Multi-Market Campaign
Campaigns targeting several linguistic or geographical markets.
1706 - Use of Digital & Social Media
Campaigns that use social and digital media platforms to communicate the brand message.
1707 - Use of Micro-Talent/Influencers
PR activity that uses micro-talent or micro-influencers - those with niche audiences or a lower count of followers - to increase engagement and target specific markets.
1708 - Use of Talent & Influencers
PR activity that uses popular social media influencers or celebrities, usually with a following of 100,000+, to increase engagement and target specific markets.
1709 - Use of Events & Stunts
The use of an event or stunt to create buzz and build a brand. Includes flash mobs, guerilla marketing, etc.
1710 - Use of Media Relations
The use of relationships with journalists and media outlets to circulate a message, as opposed to communicating directly with the public.
1711 - Reactive Response
Campaigns that use the popularity of a specific news story, viral video or event to generate maximum positive coverage for the brand. May also include campaigns generated in response to brand issues or crisis PR.
1712 - Product Launch
PR campaigns designed to successfully launch or relaunch a product.
1713 - Public Affairs Campaign
Campaigns that change or inform public policy, agenda and legislation.
1714 - Established Campaigns
Long-life PR campaigns, where the same concept has run over three years or more, that consistently drive awareness or revenue for a brand. The eligibility period for work entered into this subcategory is 1 January 2017 to 19 March 2020.
1715 - Low Budget Campaigns
PR campaigns executed with a budget no higher than £25,000 or the relevant market equivalent.