(Almost) everyone’s a winner: PRIA shortlists 92% of entries as finalists for Golden Targets
All but 14 of the 170 entries into the PR Institute of Australia’s Golden Target Awards have been shortlisted as finalists, the organisation has announced.
A total of 156 entries made it onto the shortlist. Entries which win at a regional level will also be in the running for the national final in Tasmania on October 26.
Grant Smith, co-chair of the Golden Targets, said in the announcement: “I am sure there are a number of very excited and disappointed teams getting the news as we head into the weekend.”
The shortlist:
| Award Category | Company | Title of Entry | State |
| Big Budget | Rowland | Transurban’s Acquisition of Queensland Motorways Limited | QLD |
| Big Budget | Haystac Public Affairs | A Taste of Harmony 2015 | NSW |
| Business-to-Business Marketing | Weber Shandwick Australia | Digital Roadies Take Centre Stage | NSW |
| Business-to-Business Marketing | Ogilvy Public Relations | Expectations vs Reality of Retirement in Australia | NSW |
| Business-to-Business Marketing | Red Agency | Mondelez International Mobile Futures | NSW |
| Business-to-Business Marketing | Hardman Communications & Commonwealth Bank of Australia | Commonwealth Bank Agri Insights | NSW |
| Community Relations | Thiess John Holland Dragados and Transport for NSW | Train tunnels, trucks and the toolkit to build trust – Sydney Metro Northwest | NSW |
| Community Relations | Porter Novelli | Special Olympics National Games 2014 | VIC |
| Community Relations | P4 Group | Gold Coast Light Rail – Community Relations | QLD |
| Community Relations | PR Edge | Yellow Pages: RUOK? Covers Partnership | VIC |
| Community Relations | Department of Education | Child and Parent Centres: The communications challenge for an innovative new community services model | WA |
| Community Relations | icon.pr | Standing up for a better deal. How NSW Farmers rewrote the book on political campaigning in country NSW. | VIC |
| Community Relations | The Comms Team | Smith Street Motorway and Olsen Avenue Interchange Upgrade | QLD |
| Community Relations | Clarity Communications | City of Armadale to Get to know #TheDale | WA |
| Community Relations | Brisbane City Council, City Projects Office | Legacy Way – A new community relations benchmark | QLD |
| Consumer Marketing | Fuel Communications | Optus Switched Campaign with Dolph Lundgren | NSW |
| Consumer Marketing | Porter Novelli | Melbourne CBD Christmas | VIC |
| Consumer Marketing | Marketing Elements (ME) and University of Technology Sydney (UTS) | UTS City Master Plan Campaign | NSW |
| Consumer Marketing | Howorth | AncestryDNA – Australia, where do you think you come from? | NSW |
| Consumer Marketing | Crossman Communications | Rebuilding Trust in Malaysia Airlines in Australia and New Zealand | NSW |
| Consumer Marketing | Mater Health Services | Mater Mothers’ Hospital Beautiful Moments Mother’s Day Campaign 2015 | QLD |
| Consumer Marketing | Edelman | Samsung LifeLIVE | NSW |
| Consumer Marketing | Ellis Jones | Tackling Obesity: The Impromy Health and Weight Loss Program | VIC |
| Consumer Marketing | Agent 99 Public Relations | Buderim’s Hottest Ginger | NSW |
| Consumer Marketing | N2N Communications | Stay With Pride | NSW |
| Content Marketing | Destination NSW | Showcasing Savannah in Sydney: Turning postcard footage into visitor bookings | NSW |
| Content Marketing | icon.pr | ‘Love Food, Hate Waste’ – how content marketing is helping to change waste behaviours | VIC |
| Content Marketing | PPR | Unilever Food Solutions – Back of House | NSW |
| Digital and Social | Accor Hotels Australia | ibis PLAY | NSW |
| Digital and Social | PPR Australia | Clipsal 500 Social Media Newsroom | SA |
| Digital and Social | Social@Ogilvy | FSC Friday – Take the pledge and share it | NSW |
| Digital and Social | beyondblue | Brains can Have a Mind of Their Own | VIC |
| Digital and Social | icon.pr | Standing up for a better deal. How NSW Farmers rewrote the book on political campaigning in country NSW. | VIC |
| Digital and Social | icon.pr | ‘Love Food, Hate Waste’ – how content marketing is helping to change waste behaviours | VIC |
| Digital and Social | Edelman | Adobe Australia and New Zealand | NSW |
| Digital and Social | Edelman | GEReports: A light bulb moment for one of the world’s oldest brands | NSW |
| Experiential | Icon International | The Art of Japanese Suntory Whisky | NSW |
| Experiential | Cole Lawson Communications | Rolling out a ‘redi-revival’: rediATM Big Wednesday Giveaway | QLD |
| Experiential | HBF | Hide and Sneakers | WA |
| Experiential | Hola PR | ‘LWP Property Group: Bringing Communities to Life’ | WA |
| Experiential | Red Agency/Red Guerrilla | The Bar that Jack Built | NSW |
| Experiential | Red Agency | EASY Tour: HIV Testing Week | NSW |
| Experiential | Devahasdin | Big Bethanie Bake Off | WA |
| Government Sponsored Campaigns | Insight Communications | ‘Get to kNOw Asbestos this November’ | NSW |
| Government Sponsored Campaigns | Destination NSW | Showcasing Savannah in Sydney: Turning postcard footage into visitor bookings | NSW |
| Government Sponsored Campaigns | Porter Novelli Melbourne | Study Melbourne | VIC |
| Government Sponsored Campaigns | Fair Work Ombudsman | Seasonal Workers Communications Campaign | NSW |
| Government Sponsored Campaigns | CSIRO | Sparking Collaboration For Better Bushfire Management | TAS |
| Government Sponsored Campaigns | P4 Group | P4 Group 620 Cultural Celebrations | QLD |
| Government Sponsored Campaigns | Phillips Group | Queen Street Mall Visioning Plan | QLD |
| Government Sponsored Campaigns | Department of Education | Relighting the ANZAC flame: Students lead WA in remembrance | WA |
| Government Sponsored Campaigns | icon.pr | Raising awareness, reducing waste. Why Victorians Love Food, Hate Waste | VIC |
| Government Sponsored Campaigns | Fenton Communications | Responsible Pet Ownership Campaign | VIC |
| Government Sponsored Campaigns | Red Agency | EASY Tour: HIV Testing Week | NSW |
| Health Organisations | PPR | Percy’s Practice | WA |
| Health Organisations | Buchan | Giving Rare Cancers Patients a little more time | NSW |
| Health Organisations | HBF | HBF Run for a Reason PR Campaign | WA |
| Health Organisations | SenateSHJ | Meningococcal Australia: Know.Check.Act Campaign | NSW |
| Health Organisations | Content Doctor | Choose Your Rural Adventure | NSW |
| Health Organisations | Dairy Australia | Healthy Bones Action Week 2014: ‘Stronger Together’ | VIC |
| Health Organisations | NPS MedicineWise | Winter is Coming | NSW |
| Health Organisations | GlaxoSmithKline (GSK) | Enlarging awareness of enlarged prostates:are you a “More than once a night” man? | VIC |
| Health Organisations | Edelman | PR Launch of Genzyme’s Lemtrada | NSW |
| Health Organisations | ACON | Ending HIV: Giant Condom Campaign Activation | NSW |
| Health Organisations | Whiddon | Sign My Name | NSW |
| Health Organisations | VIVA! Communications | Our Plea for Life | NSW |
| Health Organisations | VIVA! Communications | Lungs4Life – Driving adult protection against pneumococcal pneumonia | NSW |
| Health Organisations | VIVA! Communications | Supporting the world’s largest and most rigorous investigation into anorexia nervosa | NSW |
| Health Organisations | Red Agency | EASY Tour: HIV Testing Week | NSW |
| Health Organisations | Sophia Arthur, Freelance Communication Consultant | Heart of Australia: On the highway to health | NSW |
| In-house PR Team of the Year | HBF Health Ltd | HBF Media & Communications Team | WA |
| In-house PR Team of the Year | NPS MedicineWise | Media & PR Team, NPS MedicineWise | NSW |
| In-house PR Team of the Year | Regatta Hotel | Regatta Hotel | QLD |
| In-house PR Team of the Year | The Travel Corporation | Elevating Media Trips | NSW |
| In-house PR Team of the Year | Gold Coast Football Club | Gold Coast Football Club – Media Relations Department | QLD |
| Integrated Marketing and Communication Campaign Strategy | Weber Shandwick | Nespresso: Milk Expertise | NSW |
| Integrated Marketing and Communication Campaign Strategy | Weber Shandwick Sydney | Digital Roadies Take Centre Stage | NSW |
| Integrated Marketing and Communication Campaign Strategy | Cannings Purple | #heartofgold Campaign for WA gold miners | WA |
| Integrated Marketing and Communication Campaign Strategy | ING DIRECT | ING DIRECT ‘ Say no to ATM fees’ | NSW |
| Integrated Marketing and Communication Campaign Strategy | PPR | Transitions Optical Integrated Digital Campaign | SA |
| Integrated Marketing and Communication Campaign Strategy | Kite Communications | Tourism Northern Territory’s ‘Mates of the Territory’ celebrity ambassador program | NSW |
| Integrated Marketing and Communication Campaign Strategy | Graham White | Orchestrate Amazing: The Launch of Microsoft Azure Data Centre in Australia | NSW |
| Integrated Marketing and Communication Campaign Strategy | icon.pr | Standing up for a better deal. How NSW Farmers rewrote the book on political campaigning in country NSW | VIC |
| Integrated Marketing and Communication Campaign Strategy | SenateSHJ | Not out of the Woods | NSW |
| Integrated Marketing and Communication Campaign Strategy | Clarity Communications | Celebrate WA-WA Day Campaign 2015 | WA |
| Integrated Marketing and Communication Campaign Strategy | PPR | Indooroopilly Shopping Centre Brand Campaign | QLD |
| Integrated Marketing and Communication Campaign Strategy | Rowland | Brand Queensland delivery – An integrated marketing and communication campaign | QLD |
| Integrated Marketing and Communication Campaign Strategy | HBF | Momentum | WA |
| Integrated Marketing and Communication Campaign Strategy | WA Department of Health | Closing the ED door, avoiding a disaster | WA |
| Internal/Change Management | Thiess John Holland Dragados | Ahead of the Game | NSW |
| Internal/Change Management | Porter Novelli Australia | Business as usual – only better | VIC |
| Internal/Change Management | Yarry Valley Water | Yarra Valley Water’s Purpose-led Transformation | VIC |
| Internal/Change Management | Elders | Stand Up Speak Up | SA |
| Internal/Change Management | Bayer Australia Limited | Bayer Australia and New Zealand – Ambition 2015 | NSW |
| Internal/Change Management | HBF | Engaging Events – HBF | WA |
| Internal/Change Management | The University of Western Australia | Pursue Impossible: Internal Communication | WA |
| Internal/Change Management | Boeing Defence Australia | Building Project BOB | QLD |
| Investor Relations | Buchan Consulting | Aligning Starpharma in Australia’s Investor Universe | VIC |
| Issues Management and Crisis Communication | Logan City Council | It’s not rocket science – Using strategic partnerships to change the face of Logan | QLD |
| Issues Management and Crisis Communication | Crossman Communication | Rebuilding Trust in Malaysia Airlines in Australia & New Zealand | NSW |
| Issues Management and Crisis Communication | Australian Red Cross Blood Service | Easter Mondayitis: How good PR helped to prevent a blood suply crisis | VIC |
| Issues Management and Crisis Communication | Ogilvy Public Relations Australia | The Release of Peter Greste | NSW |
| Large Consultancy of the Year | Weber Shandwick | Weber Shandwick: Large Consultancy of the Year | NSW |
| Large Consultancy of the Year | P4 Group | P4 Group | QLD |
| Large Consultancy of the Year | The Red Republic | The Red Republic | QLD |
| Large Consultancy of the Year | Red Agency | Red Agency | NSW |
| Large Consultancy of the Year | N2N Communications | N2N Communications | NSW |
| Large Consultancy of the Year | PPR | PPR | NSW |
| Large Consultancy of the Year | Porter Novelli Melbourne | Porter Novelli Melbourne | VIC |
| Large Consultancy of the Year | Buchan Consultancy | Buchan and Beyond: 30 Years of Success | VIC |
| Large Consultancy of the Year | Edelman | Edelman Australia | NSW |
| Medium Consultancy of the Year | s2i | s2i | NSW |
| Medium Consultancy of the Year | Sauce Communications | Sauce Communications: A Rural Success Story | NSW |
| Medium Consultancy of the Year | Kite Communications | Kite Communications | NSW |
| Medium Consultancy of the Year | Agent99 Public Relations | Agent99 Public Relations | NSW |
| Micro Consultancy of the Year | LBPR Pty Ltd | LBPR | NSW |
| PR Educator of the Year | University of Newcastle | Dr Melanie James | NSW |
| Public Affairs | Collective Position | Uncorking Victoria’s Potential | VIC |
| Public Affairs | Weber Shandwick Australia | Australia’s Future Submarine Project | NSW |
| Public Affairs | Cancer Council Australia | Saving Life 2015: a pre-election campaign | NSW |
| Public Affairs | Microsoft Australia & Ogilvy PR Australia | Joined Up Innovation | NSW |
| Public Affairs | Australia Post | ‘Stamp’ of Approval | VIC |
| Public Affairs | icon.pr | Standing up for a better deal. How NSW Farmers rewrote the book on political campaigning in country NSW | VIC |
| Public Affairs | Australian Veterinary Association | Australian higher education reforms and the veterinary profession | NSW |
| Public Affairs | Clean Energy Regulator | The Clean Energy Regulator: Thinking outside the data | ACT |
| Public Affairs | Corporate Communications Tas Pty Ltd | Petrol Price Investigation in Tasmania | TAS |
| Public Affairs | VIVA! Communications | Helping #saveaHUSlives – Government funding secured for life-saving treatment for ultra-rare blood disease | NSW |
| Public Affairs | Ogilvy Public Relations Australia | The Release of Peter Greste | NSW |
| Small Budget/Pro Bono | Cube & MS Research Australia | Kiss Goodbye to MS Campaign 2015 | NSW |
| Small Budget/Pro Bono | Porter Novelli Melbourne | Jack & Bill | VIC |
| Small Budget/Pro Bono | P4 Group & HIV Foundation | RAPID Roadshow | QLD |
| Small Budget/Pro Bono | Sydney Convicts Rugby Club | Tackling Homophobia in Sport | NSW |
| Small Budget/Pro Bono | The Red Republic | Women’s Legal Services – Dancing CEO’s | QLD |
| Small Budget/Pro Bono | LBPR Pty Ltd | “What’s Up With Mum?” – Explaining MS to Kids | NSW |
| Small Budget/Pro Bono | Rowland | Queensland Community Foundation – Philanthropy Week 2015 | QLD |
| Small Budget/Pro Bono | IMPACT Communications Australia | Introducing Sydney to the fine arts of the streets with #chalkurbanart | NSW |
| Small Budget/Pro Bono | Creative Territory | Dundee Beach Charity Golf Day | NT |
| Startup | Sefiani & Kite Communications | Launching an ‘Australian first’ challenger brand: RateSetter | NSW |
| Startup | Reflected Image PRoductions | Australia’s First Swim with Humpback Whales Experience | QLD |
| Sustainability/ Corporate Social Responsibility | Palin Communications | Sailing Through Adversity: Biogen & Oceans of Hope ANZ | NSW |
| Sustainability/ Corporate Social Responsibility | icon.pr | Towards a more sustainable Victoria. Raising awareness of ‘Love Food, Hate Waste’ | VIC |
| Sustainability/ Corporate Social Responsibility | PPR Queensland | Addressing Suicide in Queensland’s Construction Industry | QLD |
| Sustainability/ Corporate Social Responsibility | Edelman | SAMSUNG ADAPPT – Adappt for success: Encouraging young Aussies to design the change they want to see in the world. | NSW |
| Sustainability/ Corporate Social Responsibility | PPR | McHappy Day NSW ACT 2014 # OurFamilyPromise | NSW |
| Technology Product | Microsoft Australia | Orchestrate Amazing: The Launch of Microsoft Azure Data Centres in Australia | NSW |
| Top sPRinters in 2015 | Porter Novelli Melbourne | Phoebe Saunders | VIC |
| Top sPRinters in 2015 | Weber Shandwick | Hannah Rayment | NSW |
| Top sPRinters in 2015 | Weber Shandwick | Heather-Ann Cody | NSW |
| Top sPRinters in 2015 | Cole Lawson Communications | Erin Rigby | QLD |
| Top sPRinters in 2015 | Tourism & Events Queensland | Hannah Statham | QLD |
| Top sPRinters in 2015 | Dairy Australia | Emma Kershaw | VIC |
| Top sPRinters in 2015 | PPR | Chloe Turner | NSW |
| Top sPRinters in 2015 | PPR | Amity Harrold | NSW |
| Top sPRinters in 2015 | Communikate et al | Ruby Livesey | SA |
| Top sPRinters in 2015 | Phillips Group | Jessica Effeney | QLD |
| Top sPRinters in 2015 | N2N Communications | Melanie Wellington | NSW |
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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hilarious. no wonder pr has such little credibility.
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I noticed the rather long shortlist on Friday.
I wonder if it’s possible that when PRIA said there had been 170 entries they actually meant 170 entrants?
I’m hopeful that’s what they meant, as it could mean far more than 170 actual submissions were received, just from a smaller pool of applicants.
If their original statement that they received 170 entries is correct then their ‘shortlist’ is a joke, and they are idiots – because they advertised it in their media release.
Did mumbrella fact check before running this article?
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Hi Red,
Thanks for the comment.
Entries is correct.
Cheers,
Miranda – Mumbrella
Imagine if you worked at one of the 8% of companies not being shortlisted..
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Just to clarify, in response to industry demand, the PRIA has added an additional step to this year’s Golden Target Awards by announcing a shortlist of award recipients. Entries at this phase have the potential to be recognised at the State Awards, who then move onto the National Golden Target Awards presented on 26 October at our National Conference in Hobart.
The initial shortlist of award recipients (http://pria.newsroom.com.au/Co.....-2/-2/6093) just announced was identified by some of our industry’s best PR Practitioners, adhering to strict judging procedures and guidelines, which has been a core process in maintaining such high industry standards of judging for the past 39 years.
PRIA and Co-Chairs of the Golden Target Awards.
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@PRIA and Co-Chairs of the Golden Target Awards – you have completely missed the point.
No one is questioning your “strict judging procedures and guidelines”, whatever they may be.
But surely having 92% of entries qualify for a shortlist seems inappropriate, don’t you think?
As a peak PR industry body, I would think you ought to be able to spot what is clearly a PR disaster – please come out with a better explanation than “we adhered to our strict guidelines”.. everyone else is still looking at this story like its a joke – your agencies that you represent deserve better.
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I agree that this high degree of entries being set aside as finalist seems absurd. there seems to have been little filtering and it reminds me of primary school, where everyone gets a ribbon. How can we seriously judge and recognise the best in our industry when there seems to have been very little judging for a lot of recognition?
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As one of the recipients of a shortlisting above, I was really excited to get on the list. However when you realize that just about everyone has been shortlisted, it does take away from it, no doubt. I’ve also judged these in the past and while it can be hard, the role of the judging committee is to make those calls. To put virtually everyone on the shortlist cheapens the work done on those campaigns that genuinely deserve to be shortlisted. as the first comment shows, PR struggles to be taken seriously, and the antics above don’t help.
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Hi PRIA and Co-Chairs of the Golden Target Awards
What on earth is that response about???
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They’re just trying to maximise ticket sales! Times are tough for industry associations – corporate budgets are tight and being shortlisted definitely helps sales.
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I think it’s fine as a first step to throw out the entries that don’t match the criteria, but don’t then call the remaining 92% the shortlist!
The judging panel is obviously going to do a second round of culling so announce the real list of finalists then.
Have to agree with the previous poster that this is about ticket sales.
Offensive.
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