The IPR PRide Awards 2004/5: Northern Ireland

A COMING OF AGE FOR THE NI PUBLIC RELATIONS INDUSTRY

Mark Smith MIPR, chairman, IPR Northern Ireland Region

The PRide Awards are about much more than having a good time on a November night in Belfast. The IPR is committed to encouraging, developing and recognising professionalism, quality and excellence in PR, and PRide gives us the opportunity to do that. We're no strangers to recognising achievement and encouraging professional development either.

The annual IPR/BT Press & Broadcast Awards have long recognised exceptional talent among Northern Ireland's media. Now we can acknowledge best practice and celebrate the professionalism of our own industry. We have a very vibrant PR industry in Northern Ireland, and PRide is a great opportunity to demonstrate that public relations continues to grow as a powerful strategic comms medium.

After one year the fact that entries for PRide have increased is a measure of the success of the inaugural awards last year. The calibre of our sponsors is another indicator. It couldn't happen without them and I would like to thank each for their support. With the IPR looking to become a Chartered Institute, the industry is perhaps coming of age, an outward professional example of self-belief - just as PRide is an indication of the self-belief for our winners and all who were shortlisted.

HOW PR MAKES LIFE FOR JOURNALISTS MUCH EASIER.

Richard Buckley, editor, Business Eye

The PRide Awards for Northern Ireland help to recognise what those of us on the journalistic side of the imaginary fence have always been well aware of - that the PR industry has an extremely valuable role to play in the wider comms mix. While we don't always like to admit it, our jobs would become much more difficult without the help of the PR industry.

To that end, we are delighted to be among the sponsors of the PRide Awards for 2004.

There is no doubt that standards of professionalism within public relations have been raised significantly in recent years. I'm sure that the Institute of Public Relations can claim some credit for this. Here in Northern Ireland, agencies, in-house PR departments and public sector PR professionals are more effective, more professional, better trained and better able to service their clients than ever.

While we might have some way to go politically, relative peace in this part of the world has helped to add a positive edge to the role of the PR industry locally. The PRide Awards are comprehensive enough to reward the efforts of PR people across the spectrum of their activities. More often than not, they are organising such events or helping to highlight the awards success of their clients. The awards also give PR professionals the chance to mix with their peers and achieve some recognition themselves.

AWARD WINNERS PICK UP THEIR ACCOLADES.

The Grand Prix Award

Northern Ireland Council for Integrated Education - The Hand (Winner) A fabulously simple idea, with impressive results. The Northern Ireland Council for Integrated Education, under the theme 'Learning to be friends', asked famous supporters to draw round their hands, sign the drawing to endorse the group's Integrated Education Week and write messages of support.

The PR team's drive featured great use of celebrity involvement, including former national team goalkeeper Pat Jennings, boxer Barry McGuigan, Joanna Lumley, Katie Melua, Daniel O'Donnell and Mo Mowlam. Extensive media coverage was the result. A very targeted campaign that stood out. Sometimes, the simple ideas are the best.

THE PR TEAM OF THE YEAR - IN-HOUSE

WINNER - Coca-Cola Bottlers Ulster

This well-presented, well-rounded entry had a good balance of commercial and community interest, and showed excellent supporting material, said the judges. Local initiatives were particularly strong, and team spirit was vibrant, despite the limitations on the PR function as part of a global brand. Entries in several other categories were good, and included a high-quality, creative newsletter.

Its Coca-Cola Soccer Magic campaign illustrated the PR team's professional approach. A simple idea executed on a large scale - it was well-planned and creative, receiving great support. Fantastic results included widespread media coverage and £145,000 raised for charity.

THE PR TEAM OF THE YEAR - CONSULTANCY

WINNER - Citigate SMARTS

This entry leapt off the page, the judges said, adding that the panel either wanted to work for them, copy them or hire them! The company culture is clear and the team's 'personality' showed - and the desire to market themselves as the 'best' is not only apparent, but seems accurate. Presentation was also faultless. A measure of its success comes in the fact that it has all three winning campaigns in the PRCA Consultancy Value award. The words 'excellent', 'creative' and 'professional' cropped up throughout, with its Share Life drive, which got excellent coverage for a difficult and sensitive subject, coming in for particular mention. Its work for drinks clients was also highly praised.

THE OTHER WINNERS.

PHOTOGRAPHY DESIGN OR NEW MEDIA

GOLD - Citigate SMARTS Yellow Woods Challenge

SILVER - Fire IMC NITB - Spring Short Breaks Launch

FINALIST - Citigate SMARTS - Smirnoff Black Label Ice - Instinct

CHARITY OR NON-PROFIT CAMPAIGN

GOLD - Coca-Cola Bottlers Ulster Coca-Cola Soccer Magic

GOLD - JLPR 2004 Junction One North West 2004

SILVER - Morrow Communications The Woman's Heart

FINALIST - JLPR - Community Relations Week (Finalist)

INTEGRATED PR CAMPAIGN

SILVER - Fire IMC NITB 'Add a splash of colour' Where? NI

FINALIST - Citigate SMARTS - Thank Gordon's it's Friday

FINALIST - JLPR - It's Nicer to Neuter

ISSUES OR CRISIS MANAGEMENT CAMPAIGN

GOLD - Viridian Group Loss of Electricity Supplies in NI

BUSINESS-TO-BUSINESS CAMPAIGN

SILVER - Citigate SMARTS Pots of Hope

SILVER - DCL Fusion

COMMUNITY CAMPAIGN

GOLD - Citigate SMARTS Share Life

SILVER - JLPR Community Relations Week

FINALIST - Fire IMC - Golden Cow Youth Games

NEWSLETTER

GOLD - Newtownabbey Borough Council Source

SILVER - Morrow Comms CXNS

FINALIST - Coca-Cola Bottlers Ulster - Coca-Cola Life

TRADE OR TECHNICAL CAMPAIGN

No entries were received

USE OF INTERNAL COMMUNICATIONS

SILVER - MF Communication Stakeholder Engagement Strategy: Baileys New Packaging Brand Identity

CONSUMER CAMPAIGN

SILVER - Citigate SMARTS New Car Tax Rules

IN-HOUSE CAMPAIGN

SILVER - Coca-Cola Bottlers Ulster Coca Cola Soccer Magic

PUBLIC AFFAIRS/LOBBYING PROGRAMME

GOLD - DCL Safeguarding Southern Area Hospice

SILVER - Chambre PR Securing Services for People with ABI

CORPORATE AND FINANCIAL CAMPAIGN

No entries received

PUBLIC SECTOR PROGRAMME

SILVER - Citigate SMARTS New Tax Rules

SILVER - Citigate SMARTS Share Life

SILVER - DCL IntertradeIreland (Silver) FINALIST - Inform Communications - Travel Wise Northern Ireland

FINALIST - Morrow Comms - Eat Safe/Food Standards Agency NI

FINALIST Weber Shandwick - Ur Zone

RELATIONSHIP MANAGEMENT PROGRAMME

No entries received

LOW-BUDGET CAMPAIGN

GOLD - Northern Ireland Council for Integrated Education The Hand

SILVER - Action Cancer 4 Things Every Woman Should Know

SILVER - Morrow Comms Launch of Dale Farm - The One

SILVER - Pagoda PR Low Budget Campaign for Low Cost Airline

SILVER - The PR Agency Mr Oakey Doake's Kids Club

FINALIST - Citigate SMARTS - Pots of Hope

THE YOUNG COMMUNICATOR

WINNER - Richard Nelson Citigate SMARTS

SMALL TEAM/SOLE PRACTITIONER

WINNER - Ann Gorman Marketing Lomac Tiles University Boat Race

THE PRCA CONSULTANCY VALUE AWARD

GOLD - Citigate SMARTS Share Life

SILVER - Citigate SMARTS Smirnoff Black Label Ice - Instinct

SILVER - Citigate SMARTS Thank Gordon's it's Friday.

Would you like to post a comment?

Please Sign in or register.

News by email...