The CIPR PRide Awards 2004/5: Award winners pick up their accolades

PR TEAM OF THE YEAR - IN-HOUSE - DARLINGTON BOROUGH COUNCIL

This is a very professional, effective, well-organised and well-managed outfit, said the judges, who were as impressed by this small team's prolific output as by anything else. Its Gold award-winning recycling campaign illustrated perfectly what the council team is about, offering a well-planned programme informing residents about policies and services in a way that managed to be both motivational and comprehensive. Judges praised the team's strategic approach and effective implementation of a variety of programmes across different areas. Its newsletters - The Flyer and The Town Crier - were also praised as great examples of communication with stakeholders, offering a nice mix of authority and gossip, and demonstrating the team's ability to be in touch with its audience from grass roots level upwards.

PR TEAM OF THE YEAR - CONSULTANCY - ROBSON BROWN

This agency impressed the judges for a variety of reasons - but chief among them was its support for, and training of, staff. The focus on creating a happy working environment is to be applauded, the panel said. And it certainly seems to have paid off, with Robson Brown able to boast a good selection of new business wins over the last year.

Robson Brown's Silver Award-winning work for business guide publisher Croner has led to further work for the company with this client, for example, with the agency demonstrating its ability to generate coverage across a significant national audience.

Its media relations campaign with the Durham Heritage Coast Partnership was also notable for the way it engaged the local community.

GRAND PRIX - TYNE & WEAR HEALTH ACTION ZONE: ANTIBIOTICS AWARENESS 'MOXY MALONE'

A really fine example of tackling a subject that represents a massive issue for health authorities. The judges were impressed from start to finish, saying that both its inception and evaluation were very good. With children a key audience for this campaign, the use of a very engaging cartoon character was entirely appropriate - and all the more successful owing to the excellent creative use of the skills of a Viz comic cartoonist.

The panel said that the campaign material would stand out in a GP's waiting room and on a Metro train when there is time to read the copy. They called it a good public education campaign and praised in particular its 'good lowest-common-denominator approach'.

PUBLIC SECTOR PROGRAMME

GOLD - DARLINGTON BOROUGH COUNCIL - TIME TO RECYCLE

This well-organised programme aimed to inform residents about recycling policies and services. The team's strategic approach enabled them to implement the comms programme highly effectively.

GOLD - TYNE & WEAR HEALTH ACTION ZONE - ANTIBIOTICS AWARENESS 'MOXY MALONE'

A massive issue for health authorities, this was a good public education campaign whose materials would stand out both in a doctor's waiting room and on a train.

SILVER - BRADLEY O' MAHONEY PR

Talk to Frank Scores Full Marks (Government Office North East)

LOW-BUDGET CAMPAIGN

GOLD - ADESSI PR - EVERYDAY SPORT (SPORT ENGLAND)

A highly relevant campaign with an extraordinary range of events. Excellent value for money, it generated a vast amount of media coverage and recruited 300 bodies to take part in the initiative.

SILVER - PERSUASION PR - DOING IT IN STYLE - THE MOD WAY TO TRAIN

Strong photographs and good use of case studies led to excellent take-up by the print media. The investment in photography was really worthwhile, said the judges.

USE OF PHOTOGRAPHY, DESIGN OR NEW MEDIA

GOLD - TYNE & WEAR HEALTH ACTION ZONE - ANTIBIOTICS AWARENESS 'MOXY MALONE'

A powerful public education campaign. Children are a major audience for this campaign and the team used a very engaging cartoon character, showing excellent creative use of Viz magazine's expertise, said the judges. An inspired lowest-common-denominator approach that would stand out in a GP's waiting room and on a train when there is time to read the copy. Evaluation was very good.

IN-HOUSE CAMPAIGN

GOLD - DARLINGTON BOROUGH COUNCIL - TIME TO RECYCLE

An impressively thorough campaign that touched all the bases, and in which the council used a light touch rather than a big stick to get across a very serious message. It was highly comprehensive in a really well-presented entry, said the panel.

GOLD - LIFE SCIENCE CENTRE - GROSSOLOGY - THE (IMPOLITE) SCIENCE OF THE HUMAN BODY

This project set clear objectives and carefully measured its progress against them in a lively, value-for-money campaign. There was strong evaluation of success in getting a message across. The judges particularly enjoyed the texting competition with Galaxy FM - 'text your grossest moment'.

INTEGRATED PR CAMPAIGN GOLD - KAROL MARKETING - PRESCRIPTION FOR SUCCESS (THE SPECIALS LABORATORY)

Solid strategy, said the judges. If the purpose of integrated PR is to ensure that the private sector meets growth aspirations, then this is excellent, with the campaign achieving a measurable bottom-line contribution.

It also used PR very cleverly in an industry sector where there are advertising restrictions, and the subsequent media coverage was fantastic. Overall, a well-crafted campaign.

BUSINESS-TO-BUSINESS CAMPAIGN SILVER - ROBSON BROWN PR - MANAGING COMMUNICATIONS FOR CRONER (CRONER)

A well-planned and well-executed PR campaign with solid coverage reaching a significant national audience, said the judges. It built credibility with the target audience. While evaluation focuses on advertising value and opportunities to see, the judges were convinced that the agency had come up with the goods - the client has already given Robson Brown contracts with more of its divisions.

NEWSLETTER

GOLD - DARLINGTON BOROUGH COUNCIL - THE TOWN CRIER

Impressive effort from a small team to produce such a regular, well-received publication. The newsletter has very clear objectives and an excellent level of advertising. A good submission and a well-delivered project.

SILVER - DARLINGTON BOROUGH COUNCIL - THE FLYER

An authoritative and well-received publication. The panel particularly liked the gossipy nature of the content. Achieved value for money.

SILVER - NORTH EAST BUSINESS AND INNOVATION CENTRE (BIC)

The Innovator

The design was very modern and aspirational. Slightly text-heavy, but the use of photography was fine throughout. Good monitoring too.

USE OF INTERNAL COMMUNICATION

SILVER - ONE NORTH EAST - ONE ORGANISATION

This was a well-planned internal comms programme, with a range of activities to get people engaged and understanding what One North East stands for. More than that, it was a good example of comms and human resources departments working together, with HR coming up with the programme of activities and the comms team handling the promotional work. Strong evaluation.

CONSUMER CAMPAIGN

SILVER - BRADLEY O'MAHONEY - LAUNCHING A NEW WAVE OF ENTERTAINMENT (DFDS SEAWAYS)

A well-researched and targeted project, linked with a powerful media partner, this was very well delivered and targeted the customer superbly, according to the judges. A link with the Sunday Sun was bang on - a lot of fun and at the same time delivering the message in fine style. The project had the added bonus of giving a break to aspiring performers.

CHARITY OR NON-PROFIT CAMPAIGN

SILVER - ADESSI PR - EVERYDAY SPORT (SPORT ENGLAND)

A highly relevant and clearly focused campaign that used easy language in an extraordinary range of events, said the judges. Excellent value for money, it generated a vast amount of media coverage and managed to get 300 organisations to take part. There were still lots of inspired ideas here, and the execution was excellent, according to the judges.

COMMUNITY CAMPAIGN

GOLD - ROBSON BROWN PR - DURHAM HERITAGE COAST PARTNERSHIP (DURHAM HERITAGE COAST PARTNERSHIP)

This initiative was a good example of a media relations campaign that worked hard to engage the local community, according to the panel. There was a strong human interest angle and an interesting focus on local history, they added. The drive showed imagination and innovation to generate excitement and pride in the Crimdon community.

YOUNG COMMUNICATOR

WINNER - LAURA CANDLISH - PORT OF TYNE

Working for the comms team while completing her qualifications has led this outstanding candidate to her current position. Here she has proved her contribution to the port, working on recycling and environmental projects to name but a few. Definitely a career to watch, said the panel of judges.

All finalists can be found at www.cipr.co.uk/prideawards.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.