The 2009 PUBLIC RELATIONS SOCIETY OF KENYA AWARDS FOR EXCELLENCE & ANNUAL GALA DINNER
CALL FOR ENTRIES AND SPONSORSHIP
AWARD CATEGORIES & ENTRY GUIDELINES
20th November 2009
7 PM
Carnivore Grounds, Off Langata Road
Nairobi, Kenya
Background
Awards Objectives
The PRSK Excellence Awards are to distinguish and showcase the best in the public relations profession in
Kenya. The Awards now in their ninth year are conducted by the Public Relations Society of Kenya.
They are open to business enterprises, associations, private institutions and Government bodies, PR Agen-
cies, In-house PR departments, students pursuing pr/related courses and individual practitioners.
Guiding Principles
Create a platform to honour and recognize outstanding contributions in the public relations industry
Honouring leadership, service, knowledge and practice in PR
Promoting the good name, image and reputation of PRSK
Open communication about the awards, the selection criteria and process
If a worthy recipient is not identified for any particular award, the award is not given.
Awards Scope
Organizations or individuals may submit entries on behalf of themselves or others and may enter any
number of categories. The awards are divided into three sections i.e. campaign fields with a choice of 10
categories, supplementary awards with three classes and two honorary (non competitive).
For the competitive fields, please indicate the category under which you wish your entry to be considered
in the entry form.
Clients must be made aware in advance of any entries that refer to them and the judges may require evidence of client endorsement.
The judges may move your entry to another category if they deem it appropriate. Entries may address
projects targeting other countries but the entrant must be Kenya based and must relate primarily to work
carried out between September 2008 and October 2009 for all competitive categories with the exception of
Best E-Communicator.
The 2009 award categories have been revised to recognize specialization and reflect the
level of competitive services offered in the Kenya PR industry. Category winners will be
selected from entries received in the fields outlined. The PR Campaign of the Year Award
will be weighted and ba�led out by the entries that emerge winners in the PR campaigns
categories 1 -10. To clinch this title, the winning entry must demonstrate outstanding ex-
pertise, originality and creativity in public relations.
PR Campaign Categories
1. Best Media Relations Campaign
The field will address best use of media relations and campaigns capturing the imagination of
targeted media. Judges will be looking for evidence on how the campaign met the objectives of the
Client or project.
2. Best Consumer Relations Campaign
Critical in this category is the role that PR played in the strategic development and implementation
of the campaign. This covers projects undertaken in such areas as ethical and consumer
healthcare, marketing communications e.g. personal finance, FMCG and consumer durables, and
youth marketing. The judges will look for the most effective communications awareness campaign
aimed at the consumer, methodologies employed to reach the audience and impact of the campaign
against set objectives.
3. Best Public Affairs Campaign
Entries should relate to the most effective use of PR to change or enlist political or public opinion
utilizing either lobbying or broader grassroots public affairs tactics including media. The target
audience should be clearly identified. Where advertising has also been utilized in the campaign, the
judges will look for evidence of the role and result of public affairs and lobbying.
4. Best Event
This relates to the development and communication of a promotional event or one off project. Entries
could cover hospitality activities, publicity events, concentrated openings, commemorations, created events
and conferencing. You must provide evidence that the use of the activity has been orchestrated by the PR
function. A clear objective for the choice of medium and its role within the overall PR strategy must be
given. The total cost of the event and of exploitation activity accompanying it must be shown and there
should be clear evidence of the effectiveness of the activity. The following details should be included; size
of the event/activity and whether it stood alone or was part of a larger campaign
5. Best Financial Relations Campaign
Entries will be considered on the basis of the most effective campaign or project in financial management.
The judges will concentrate on work, which is primarily targeted at investors or other audience and not
personal finance campaigns.
6. Best Crisis Management Campaign
This will address the most effective crisis management work by a consultancy or in - house pr department
or a combination of both. The objectives, strategy and method deployed should be clearly set out. Because
of the sensitive nature of crisis management work, entrants may mark parts of their submission as strictly
confidential
7. Best Social Responsibility Campaign
Entries should portray projects designed around a corporate social responsibility policy on community
involvement, social, ethical and reputation issues. The judges will look for a strategic approach to the de-
velopment of activity, evidence of success in building corporate reputation, enhancing company position-
ing or achieving other organizational goals. Tangible benefits to the communities in which the organization
operates will also be taken into account, although the level of resources allocated to the project will not
be material in selecting the winner.
8. Best Internal Relations Campaign
Entries should relate to strategic communications plans targeting internal stakeholders including
diverse audience such as trade unions and employee representatives groups and utilizing a range
of tools such as, internal publications, team briefs, dialogue, new media, etc. The entry must also
clearly show how communications promoted the organization’s objectives and innovation in the use
of new technology.
9. Best Public Sector Campaign
Open to government ministries, departments and local authorities e.g. Police, KHRC, KACC and
other public sector agencies. This award will be given for the most effective campaign or
communications programme on a single topic e.g. health, road safety, crime etc.
10. Best Not for Profit Campaign
This category will recognize the most effective communication programme or campaign for or by a
charity, voluntary or not for profit organization. Particularly attention should be paid to the cost
effectiveness of the campaign, and in the case of fundraising activities, to the monies received
against set target.
Judging Criteria for Campaigns Categories
Each entry will be judged on the basis of its competence in five areas.
1. Statement on problem/opportunity
Nature of the company or institution for which the programme was conducted. Specific problem or
opportunity addressed by the campaign. Why this project was initiated and the strategic importance
to the Organization
2. Research
Entries should show the effective use of research in providing materials for the campaign and
Further indicate if this was commissioned specifically for the campaign and/or existing data was
used.
3. Planning
Statement of objectives and establishment of measurable criteria for success, Identification of publics to be
reached and actions desired of them, Formulation of messages to be communicated to the publics, Budget
allocation to the Project, Selection of communication channels to be used, Action taken to consult with man-
agement and secure its support for the campaign
4. Execution
Description of the plan’s implementation, Adjustments to the plan introduced during its implementation (if
any) Difficulties encountered
5. Evaluation
Identification, analysis and qualification of results, Programme monitoring and evaluation plan,
Performance against budget
Supplementary Awards
1. Best Corporate Publication
This targets printed materials produced regularly by or on behalf of an organization and show excellence
and imagination in communication with stakeholders in print format. This may include internal publica-
tions such as staff newsletters and magazines as well as consumer publications and brochures. For month-
ly, bimonthly, quarterly publications, all issues of the year should be included together with details of how
and where the publication was circulated and a circulation figure. The budget should be broken down into
editorial, production and distribution costs.
Judging Criteria:
1. Editorial objectives in relation to the overall goal of the organization
2. Design and typeface (logo, headlines, text type, printing quality)
3. Layout and Format (design unity, layout, readability, cover)
4. Photography and Art (composition and content, technical quality)
5. Content (lead story, variety, reader interest)
6. Writing (language, composition)
7. Editing (headlines, text)
8. Frequency and consistency of publication per year e.g. Monthly, Bi-monthly, quarterly, yearly (all
issues for the year must be submi�ed with the entry form)
9. Pagination (minimum of 8 pages for A4 and 4 pages for A3 magazines) Circulation and reach
NB: Use of color WILL NOT be a factor in judging
2. Best E-Communicator
This award recognizes outstanding websites produced by or on behalf of an organization and show excel-
lence and imagination in communication with stakeholders in electronic format. Judges will pay a�ention
to the organization of content, the prioritization of information, and navigation methods.
Judging Criteria:
1. Content objectives and communication through text, music, sound, animation
2. Structure and navigation consistency
3. Visual Design in reference to design, impact and relevance to target audience
4. Functionality of technology used
5. Interactivity, participation and real time feedback
3. Young Communicator of the Year
Open to full time students pursuing public relations or related courses. Entrants will be required to design
a public relations campaign based on a theme of their choice. This award is designed to encourage students
to advance professionalism and carries a cash award at the discretion of the sponsor.
Judging Criteria:
Entrants should be a full time student pursuing PR and/or related courses and should a�ach a le�er of
proof from their respective colleges or universities with their entries. Group entries will be disqualified.
Interpretations will be judged based on:
1. Originality of concept, initiative, drive,
2. Excellence pursuit
3. Understanding of the topic,
4. Defining the target audience
5. Formulation of campaign ,
6. Implementation
7. Budget formulation,
8. Communication strategy
9. Measurement criteria of success of the campaign
10. Overall creativity,
11. Research carried out
12. Grammar usage,
13. Illustrations
Honorary Awards (Non Competitive)
Category 1 PRSK Golden Honours Award
This category will recognize member(s) who significantly contribute to advancing PRSK’s objectives.
It is the Society’s highest individual and lifetime achievement award. It is presented to a public relations
practitioner and PRSK member whose accomplishments have made a major contribution to the
profession, has inspired fellow practitioners professionally and personally, has increased the common
good and reflected credit on the Society. To avoid conflict of interest, si�ing officials and commi�ee
members of PRSK are not eligible to receive this award during their term in office. The award will be
given at the discretion of the Executive Commi�ee who will make nominations and endorse such
nominations. The award is not contestable.
Nomination Criteria:
1. Achievements of the nominee
2. Service to the Society through his/her professional achievements
3. Experience and reputation in the profession
4. Effective participation at Society’s activities
5. Awards and accomplishments of relevance
6. Leadership qualities in Society; positions held and scope of activity
Category 2 PRSK Shepherd Honours Award
This category recognized outstanding support rendered by any organization towards the development
agenda of the Society and by extension the Public Relations Industry. The award is given at the discretion
of the Executive Commi�ee and is not contestable.
Awards Rules
In addition to the criteria by which the programmes are judged, a number of rules are set in submi�ing an
entry for consideration.
1) Entry Summary
The judges will only consider the entries summaries submi�ed, so great care must be taken in the
preparation. Its length is limited to twelve hundred words (1200) entirely in English. Please provide one
Microso� word and PDF format entry in DVD/CD and one hard copy of each wri�en entry and completed
entry form.
The summary must start with an opening 100-word statement describing why the entry should be deemed
worthy of an award. Under separate headlines, this should then address other criteria as provided in the
judging criteria.
2) Supporting Materials
One set of supporting materials may be included but must be clearly labelled. Press cu�ings must be
folded to size A4. All entry material must be affixed and fit comfortably within a single A4 labelled binder
3) Entry Submission Deadline
All entries and non-refundable entree fees must be received by PRSK Secretariat on or before 11th
November 2009 at 4.00 PM. Any entry received a�er that date will be considered ineligible for the 2009
competition and will not be judged.
4) Awards
The judge’s verdict in each category will be revealed at the Gala event. A custom-designed PRSK
trophy will be presented to all winners. Winners may later request for duplicate trophies at a fee.
Slide Show Images
Please include a CD with an image/poster (JPEG, PDF) that in some way represents your entry. This shall
not be used for the judging process but may be used in a slide show presentation at the awards ceremony
to educate a�endants on the entries put forward.
Awards Recognition
Category Position Award
PR Campaign of the Year Winner Trophy
Best Financial Relations Campaign Winner Trophy
Best Media Relations Campaign Winner Trophy
Best Event Winner Trophy
Best Consumer Relations Campaign Winner Trophy
Best Internal Relations Campaign Winner Trophy
Best Public Affairs Campaign Winner Trophy
Best Social Responsibility Campaign Winner Trophy
Best Crisis Management Campaign Winner Trophy
Best Public Sector Campaign Winner Trophy
Best Not for Profit Campaign Winner Trophy
Best Corporate Publication Winner Trophy
Best E-Communicator Winner Trophy
Young Communicator of the Year Winner Trophy
PRSK Golden Honors Five Nominations Trophies
PRSK Shepherd Honors Five Nominations Trophies
Awards Presentation
The PRSK Excellence Awards will be presented during the Public Relations Society of Kenya (PRSK) An-
nual Dinner on Friday 20th November, 2009 at The Carnivore. For guest comfort and ease of plan-
ning please confirm all your dinner reservations on or before 11th November, 2009.
Dinner Dress Code - Black Tie
Participation Fees ( Awards Entry &Dinner)
Item Amount
PR Campaign award entry fee (Categories 1 -9) 30,000.00
PR Campaign Category Ten entry fee (ONLY) 10,000.00
Supplementary Awards (Category 1 - 2) 20,000.00
Young Communicator award entry fee 1,000.00
Individual dinner ticket 5,000.00
Corporate dinner table of 8 40,000.00
Events Countdown
Activity Time
• Announcement of revised awards tool and end of year activities 9th Oct
• Clarification with PRSK and development of entries by contestants 9th Oct - 10th Nov
• Deadline for; Awards entry submissions, PRSK annual summit
registration and Purchase of tickets to Awards dinner 11th Nov
• Judging 14th Nov
• PRSK Annual Summit 17th – 19th Nov
• PRSK Annual Dinner & Awards for Excellence presentation 20th Nov
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Crystal "Naliaka" Watley Kigoni
Voices of Africa for Sustainable Development
crystal@voicesofafrica.org
http://www.voicesofafrica.org/
"You must be the change you wish to see" - Gandhi