Ebersohn says standards low at PRISA PRISM awards

The chairman of the South African PR Association PRISA's Public Relations Consultant's Chapter has said that the apathy of consultancies to 'play an active role in the profession,' resulted in a 'disappointing' standard of entries in this years Financial Mail PRISA PRIM Awards.

According to Morne Ebersohn, not all categories were awarded this year as the judges felt the standard of the awards had to be raised. He expressed concern about the quality of entries and the apparent lack of interest in the awards shown by some of the larger consultancies. 'At this stage it is extremely difficult to determine the value of the public relations and communications professions … this is mainly because practitioners do not take part in industry surveys and benchmarking initiatives,' he said.

Categories not awarded included the newly created consultancy of the year, however PR Africa won the Chairman's Award for its entry in this category. Ebersohn said 'the judges felt PR Africa should be rewarded for its business regeneration project … which achieved very impressive results for the consultancy.'

Corporate Communications Consultants won best media/publicity relations award for its 'Discovery Everest 2003 Expedition, with a special mention given to Marcus Brewster Publicity for its 'FHM 100 Sexiest Women in the World' campaign.

Fleishman Hillard SA took the Corporate and Financial award for work on behalf of Comparex Africa, and BlackRock PR Communications won the Integrated Communications category for its 'Enthronement of Kgosi' project.

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