As a previous winner (best in-house team 2011), I know the tremendous amount of work that goes into preparing an entry and the genuine thrill of being on that stage receiving the trophy.
There's a lot of talk about how PR needs to work harder and be more responsible. I agree PR's own reputation needs work but I also know we're producing some genuinely worthwhile campaigns that deserve recognition. As an industry we've got a lot to be proud of. We can help ourselves by showing what good PR is and by showing internal stakeholders we can deliver value to the bottom line.
Last year a new category was introduced - Best Integrated Campaign - but I expect every campaign to be integrated. I want to see PR at the core of the strategy, not just amplifying a marketing initiative.
I'm looking forward to seeing work that shows evidence of intelligent analysis, good management and internal and external stakeholder engagement. I'll be looking for original ideas that are, demonstrably, a pillar of a wider theme of what an organisation stands for, and integrated with other business strands.
Sometimes PR people will say you can't measure PR. That's nonsense. It's true that AVE is a waste of everyone's time. We must stay in touch with the businesses we work for. It is time to recognise the power of PR in achieving business objectives, whether by shifting reputation or driving sales.
Qualitative measurement has become more important than quantitative. For example, I will be more impressed by targeted activity that is talked about by the people you intended to reach than by two lines in a newspaper with a huge readership. Evidence of genuine engagement on social media will definitely help.
I want to see a campaign that is clearly the result of careful thought about what it is intended to achieve and who it is intended to reach; with clear, measurable goals followed by evidence that those goals were met.
Finally, I will be looking for creativity and originality. I'm hoping to see a simple idea executed brilliantly. Something surprising and fun.
Nicola Green is director of comms and reputation at Telefonica UK.