PRide awards: Regional recognition

In association with the CIPR, we celebrate the best in comms practice from Yorkshire and Lincolnshire

With the Institute of Public Relations achieving Chartered status, 2005 has been a huge year for the PR industry. As a result, the PRide Awards hold greater kudos now than ever before.

Yorkshire & Lincolnshire has a huge amount to offer the PR and communications industry and although Leeds tends to get most of the glory, there is superb work being produced right across the region for national and international clients.

The talent, hard work and belief of the practitioners that work here is clear for all to see – entry levels  to the awards were up 40 per cent
in the region this year.

All of the finalists thoroughly deserve the recognition that the CIPR PRide Awards bring. PR and communications have never been
in better shape in Yorkshire & Lincolnshire and Chartered status for the CIPR can only help to build this reputation further.

Congratulations to all of  the 2005 finalists.

Richard Griffiths
chairman
CIPR Yorkshire & Lincolnshire


GRAND PRIX

Northern Lights PR, Apprenticeships


BEST CONSUMER CAMPAIGN

GOLD

Brahm pr
Helping the Shire 'Be Lucky'
East Stirlingshire FC finished bottom of Scottish League Division Three for two seasons in a row, with four wins from 72 matches. So, when Littlewoods Pools launched its 'Be Lucky' strapline, Leeds-based Brahm PR had the perfect team for it to sponsor. After new shirts were sent to sports journalists, every national paper attended a photocall to mark the deal. Interviews on Football Focus and Sky News followed, Loaded magazine adopted the team, match attendances tripled, and they even won some games.


BEST CORPORATE / FINANCIAL CAMPAIGN

GOLD

Yorkshire Water
Yorkshire Water 'Baywatchers'
Yorkshire Water has invested £120m in water treatment facilities in the past five years with beaches at Whitby, Scarborough and Bridlington climbing the cleanliness rankings. To promote this, it persuaded Scarborough Borough Council and East Riding of Yorkshire Council to let it sponsor lifeguards with give-aways by a 'beach crew' in a Yorkshire Water-branded camper van. The launch, assisted by model Nell McAndrew, secured media interest from the BBC's Look North and BBC Radio York.


BEST B2B CAMPAIGN

GOLD

Yorkshire Forward
Virtual Business Pioneering the Future
The business community of Yorkshire & Humberside – which comprises 96 per cent SMEs – can now compete on more of a level playing field for major contracts, thanks to Yorkshire Forward's work promoting Virtual Enterprise Networks. The initiative enables SMEs to bid together for contracts, and for the launch at a conference in Harrogate the team secured former London 2012 head Barbara Cassani and Olympic gold medallist Sir Matthew Pinsent as keynote speakers on the value of collaboration.

This attracted procurement officers from Boeing and Rolls-Royce to provide free seminars, sponsorship from the Yorkshire Evening Press and a front-page story in Business Week. More than 1,000 SMEs attended the event with membership take-up at 90 per cent. More than £300m worth of contract opportunities were showcased.


BEST INTEGRATED CAMPAIGN

GOLD

The publicity Bureau
Local Democracy Week
When Doncaster Council wanted to promote its support for Local Democracy Week – a national initiative to involve young people
in politics – it commissioned The Publicity Bureau to research its 13 to 17-year-old age group.

The agency had just three weeks to devise a strategy. Initial research revealed that young people felt stereotyped and that viral PR elements were the best way to reach them, so the Bureau devised an integrated campaign using email movies, stickers, posters and text messaging to push the Youth Council's 'Speak Your Mind' event.

Such was the success that 700 teenagers attended the event, which even secured a guest appearance by ITV Woman of the Year Jennifer Ellison. After the event Doncaster's mayor allocated £10,000 for youth projects in 2005.

FINALISTS

Blueprint PR, Anti-Piracy Spring/Summer Campaign

Ptarmigan, UEFA Women's 2005 Campaign

The Top Banana Consultancy Ltd, Yellow Pages

Yorkshire Forward, Virtual Business Pioneering the Future

Yorkshire Water, Communicating Price Rises


BEST IN-HOUSE CAMPAIGN

GOLD


British gas
Safety in The Home

Cannabis and British Gas don't automatically go hand in hand, but this was just one of the bold and quirky news hooks that British Gas's in-house team used to promote itself as the expert body for gas and electricity safety.

The cannabis story originated from British Gas raids on people suspected of stealing gas in the Yorkshire region, during which 47 cannabis farms were discovered. This story was supplemented with hard-hitting campaigns on the dangers of carbon monoxide (including a mother who lost her son to CO poisoning) and around child safety – on preventing burns.

Coverage from GMTV, The Sun, Look North and numerous radio stations has contributed to British Gas having one of its most successful PR stints at a time when energy providers are facing increasingly hostile editorial.


BEST ISSUES OR CRISIS MANAGEMENT CAMPAIGN

GOLD

Yorkshire Water, Reservoir Safety

SILVER

Yorkshire Water, Communicating Price Rises

FINALIST

Environment Agency, Turning the Tide


BEST LOW-BUDGET CAMPAIGN

GOLD

Brahm pr
Yorkshire Jim saddles up

In March, the famous Royal Ascot race meeting took place at a different venue – York – while the Ascot course was
being redeveloped. To promote the move Brahm PR developed the idea of drawing a jockey astride the 300-foot tall chalk-engraved White Horse near Thirsk, Yorkshire. Working closely with the White Horse Association, a 150ft rider was 'sat' on the horse in new colours registered with the Jockey Club.

SILVER

Green Communications
How to build a media profile in six months

New gardening mulch product Strulch had no media profile until Green Communications got on board. Initial coverage targets were exceeded in six months.

Parker communications
Creating a Phoenix

Burngreave was one of Sheffield's most deprived
areas, abandoned by business until the first-ever Burnside Business Enterprise Event.

FINALISTS

Brahm PR, Chocolate on the Net

Brahm PR, Mad Fur It!

Ptarmigan, Broadband Brownies

The Publicity Bureau, The Crown Hotel


BEST CHARITY / NON-PROFIT CAMPAIGN

GOLD

Corporate Communications Ltd, Seafood Week 2004

Parker Communications, Creating a Phoenix

SILVER

Approach PR, National Eczema Week

Ptarmigan, Lucas Radebe Testimonial

FINALISTS

Blue Print PR, 'Tackling DVD Piracy in the rune up to Xmas'

Cicada PR, Living Life with Henshaws College

HBOS, HBOS: Million £ Challenge

Navigator PR & Marketing Communications Ltd, Celebrating the 40th Anniversary of the Pennine Way

Pelican Public Relations, The Big Recycle


BEST COMMUNITY CAMPAIGN

GOLD

Pelican Public Relations, The Big Recycle

SILVER

Beattie Communications, Community United

FINALISTS

Dig for Fire, Brain Power

Parker Communications, Creating a Phoenix

Ptarmigan, Broadband Brownies

Sheffield Hallam University, Love 2 B in Sheffield


BEST TRADE OR TECHICAL CAMPAIGN

GOLD

Brahm PR, Hitting the Marque

Yorkshire Water, Stand Up for Standpipes


BEST PUBLIC SECTOR PROGRAMME

GOLD

Northern Lights PR
Apprenticeships
Apprenticeships are still seen as the 'poor relation' to degrees in terms of career-boosting qualifications. Northern Lights PR was set the ambitious challenge of increasing the number of Year 11 students taking apprenticeships in the North Yorkshire region by 20 per cent.

It set about this by organising an edgy 40-minute roadshow that went to 33 schools, using presenters including Alex Herbert from BBC series The Apprentice. Case studies from the shows were also used to target local papers and radio, timed to coincide with GCSE results day in August.

The activity translated into an 87 per cent rise in the number of students asking about apprenticeships on the previous year.


SILVER

The Publicity Bureau
Local Democracy Week
Doncaster Council's 'Speak Your Mind' event used viral PR to attract young people to support Local Democracy Week. See above for details.


BEST PUBLIC AFFAIRS / LOBBYING PROGRAMME

GOLD

HBOS plc, Fighting the Fiscal Drag

TaylorSyms Marketing & Public Relations Ltd, Six Appeal - More Trains for Hull Trains


BEST RELATIONSHIP MANAGEMENT PROGRAMME

GOLD

Ptarmigan, The 'npower Active' Community Programme

SILVER

TaylorSyms Marketing & Public Relations Ltd, Coupling Up for PR Partnership


PR TEAM OF THE YEAR

GOLD

Ptarmigan, Consultancy

Yorkshire Water, In-house

FINALISTS

Brahm PR, Consultancy

Green Communications, Consultancy

The Publicity Bureau, Consultancy

British Gas, In-house

Yorkshire Forward, In-house


YOUNG COMMUNICATOR

Clancy Walker, Vital Communications


SMALL TEAM / SOLE PRACTITIONER

WINNER

Quest Public Relations Ltd

Approach PR Ltd

Gratterpalm PR


BEST USE OF PHOTOGRAPHY, DESIGN OR NEW MEDIA

GOLD

Green Communications
Green puts SYIF in the frame
The South Yorkshire Investment Fund (SYIF) provides integrated financial support for businesses in, or planning to move to, the area. Its main target is regional B2B press and specialist corporate finance titles, and retained agency Green Communications persuaded SYIF to invest in high-quality photography to illustrate case studies. For a fee worth £10,000, business grants were transformed into colourful photo-stories and Green has since maintained a 100 per cent success rate in placing stories to local media. The agency estimates that it generated £500,000 worth of coverage over six months.

SILVER

The Publicity Bureau, Local Democracy Week

FINALISTS

Gratterpalm PR, Focus Local Store

Ptarmigan, babycream guerilla marketing campaign


BEST USE OF INTERNAL COMMUNICATION

GOLD

Ptarmigan, Two Days/One Destination


BEST NEWSLETTER

GOLD

Words & Pictures, Perspectives

SILVER

Summersault Communications, Asda News

Words & Pictures, Home Truths

FINALISTS

HR Media, 'I Live in Burngreave'

Words & Pictures, Inform

Yorkshire Forward, Ontrack

Yorkshire Water, Squeeze Every Last Drop


BEST USE OF MEDIA RELATIONS

GOLD

Approach PR Ltd, Launch of Imutest

SILVER

Brahm PR, Leeds Leads

FINALISTS

Brahm PR, Helping the Shire Be Lucky

Navigator PR & Marketing Communications Ltd, Celebrating the 40th Anniversary of the Pennine Way

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