NEW YORK: PRWeek Awards 2018 chair of judges Colin McConnell had some words of encouragement for any on-the-fence nominators at the PRWeek Uncovered event on Thursday morning.
"Winning a PRWeek Award matters a great deal, particularly now," said the SVP and chief brand officer at Prudential Financial. "The PR industry itself needs a little PR."
A panel of jurors from years prior discussed the importance of tailoring a message to drive progress, profitability, and growth. The group included Carmichael Lynch Relate president Julie Batliner; Paul Gennaro, SVP and chief communications officer at Voya; Ray Kerins, SVP and head of communications and government relations at Bayer; IPR president Tina McCorkindale; and MWWPR president Bret Werner.
Panelists also emphasized the importance of a winning entry. McCorkindale encouraged entrants to include "the bookends of a campaign: a strong primary and secondary research component, as well as an evaluation" so jurors can fully understand its objectives and accomplishments.
Others strongly advised entrants to use video, which gives jurors a more holistic view of a campaign.
"We’re only going off what we’re reading; video fills the gaps," said Kerins.
Another tip: deeper insights and analytics are also important.
"Show me why you went there and how it influenced the objective," said Werner.