PRIA opens call for entries for 2018 Golden Target Awards

The Public Relations Institute of Australia (PRIA) has opened its call for entries to its 2018 Golden Target Awards.

The announcement:


The Public Relations Institute of Australia (PRIA) today launched the call for entries for the 2018 Golden Target Awards, the PR industry’s long-running prestigious annual awards for excellence in communication planning and project implementation. The Awards are a national showcase of high quality public relations creativity and execution.

This year Awards will be offered in 30 categories covering the breadth of PR practice across private, public and not-for-profit organisations, large and small, and different aspects of practice.

All entrants benefit by gaining a better understanding of how to make their work more effective, and the PR industry benefits from the higher standards that arise from their learning.

All entries will be assessed by panels of leading PR practitioners from around Australia, expert in their fields of practice. They will determine the Award Winning and Highly Commended entries in each category, at both the State and Territory level and nationally.

The 2018 Awards will again be open to non PRIA members. Non-members were invited to enter the Golden Target Awards for the first time last year. The total number of entries from PR agencies and practitioners from around Australia increased substantially.

Inviting non-members to enter has important implications with respect to improving the standards of PR practice in Australia. Entering the Awards involves preparing a formal submission which commences with a retrospective examination of the client’s brief about the problem or opportunity, the research that was done to better understand the situation and the communication environment, and the objectives to be achieved to satisfy the brief.

This is followed by identifying target publics, explaining the strategy that guided the execution, reporting the outcomes and cost of the campaign, and importantly providing a post-mortem assessment of the overall effectiveness of the campaign – including an honest appraisal of what worked, what didn’t and why.

The statement of objectives is particularly important because it provides a firm basis for assessing both the effectiveness of the communication strategy and the execution of the campaign. The PRIA adjudicators emphasise that objectives should be SMART: Specific, Measurable, Realistic, Achievable and Time-bound, so the results of the project or campaign can be truly assessed.

Entering the PRIA Golden Target Awards involves a great deal of self-examination and structured learning about how to design and implement an effective PR project or campaign.

In addition, the results of the Awards provide entrants, individuals and agencies, with educative bench-marking feedback about their PR creativity and execution skills relative to their peers.

The GTAs are truly a national showcase of high quality public relations work.


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