Man Bites Dog developed a strong and robust PR strategy in what was a highly sensitive (business) issue, shifting the media coverage to the plight of the credit-starved corporates, and positioning Roland Berger as the experts of choice. The media coverage alone has resulted in an impressive 30% uplift in calls to the business . The judges were impressed by the clarity of thinking demonstrated through the entry, which conveyed the consulting expertise in this challenging field.
View the case study: Man Bites Dog
Silver
- Mango Marketing Ltd, Bigger, Better, Bolder: BETT 2009
Finalist
- EML, Raising the Game
- Man Bites Dog, Fight or flight?
- Mango Marketing Ltd, OLM Group
Not-for-Profit
Gold
West Sussex County Council, West Sussex Youth Cabinet Elections
West Sussex County Council’s communications Team has had outstanding success with its local Youth Cabinet Election Campaign, making it a worthy winner in this category. A wide range of appropriate channels were used to enable a two-way communication process to evolve. The use of news and social media, including a dedicated section on the council’s website connected directly to the youth audience. Young people from diverse target audiences including ethnic minorities, travellers and young people with special needs were all included and hence over 24,000 youngsters participated. A really excellent campaign on all levels.
View the case study: Currently unavailable
Silver
- Clean Kent, Kent County Council, Fight Flytipping
Finalist
- Kent Waste Partnership with Kent County Council, Love food hate waste
Internal Communications
Gold
- Southern Water Services, BAS The Frog
The judges were impressed, not only by the team’s comprehensive use of different tactics to deliver the messages, but the injection of creative flair and humour represented by introducing “Bas the frog” as the figurehead of all the company employee communications. This helped to drive enjoyment and brought to life what would have otherwise remained a dull IT operational issue. The effectiveness of the campaign is reflected in the fact that 80% of staff successfully used the new system within the first 10 days.
View the case study: Southern Water Services, Internal Communications.pdf
Silver
- NHS South East Coast, Start The Week
Finalist
- Mouchel Group plc, Changing Gear
Crisis Communications
Gold
- Kent Fire & Rescue Service, Channel Tunnel Blaze
Kent Fire and Rescue Service’s press office team tackled the channel tunnel blaze on the 11th September 2008 with absolute professionalism and dedication. With over 100 fire-fighters on the scene and a dangerous, difficult fire that took 18 hours to extinguish, media interest was immense. To the Service’s credit no lives were lost. Hundreds of calls were made by the team to reduce speculation about the cause of the fire, ensure accurate reporting and reassure the local community. The service achieved extensive positive media coverage, and community support and endorsement. It is clear that they were prepared and the level of professionalism was impressive.
View the case study:
Kent Fire & Rescue Service, Crisis Communications.pdf
Measurement and Evaluation
Gold
- Midnight Communications Ltd, Evolution Through Evaluation
Testament to its success, Midnight not only created an invaluable reporting tool to keep the Venture finance senior management teams informed and up to date with key market intelligence, in the process they also created the template for the agency’s campaign evaluation across the client base. The element that gives Midnight’s monthly and quarterly reports the edge is the monitoring of its clients’ top 5 (and now top 20) competitors, delivering insight that can then shape both communications and business strategy.
View the case study: Midnight Communications, Measurement and Evaluation.pdf
Community Relations
Gold
Clean Kent, Kent County Council, Fight Flytipping
Fly tipping is an increasing nuisance to the community, not only unsightly but also potentially dangerous in that fires are often started to burn loose rubbish. This well considered campaign aimed to get the local community onside by taking a consumer protection road show out to educate and inform the public. Events held at B&Q centres across the country took the message to the widest possible audience. Part of the Clear Kent umbrella campaign, Fight Fly tipping engaged with local people and the resulting decrease in the incidence of fly tipping (down year on year by 36%) is testimony to the effectiveness of this well thought through and impactful campaign.
View the case study: Kent County Council, Community Relations.pdf
Public Sector
Gold
- Surrey County Council, Supporting Surrey
By creating a network of more than 20 public, private and voluntary sector partners, the Surrey Council communications team built a highly effective framework for providing good quality information and advice to local businesses and residents in a recession. The judges were particularly impressed by the results, which revealed more than 61% of Surrey residents were aware of the campaigning, with significant increases in take up of benefits and debt related services.
View the case study: Surrey County Council, Public Sector.pdf
Best campaign £10k and under
Gold
- Livewire Public Relations, Biometrics: Changing The Face of Student Registration in UK Colleges with Aurora
This was a tough challenge for Livewire PR in the launch of a new biometric system for sixth forms and collages. Alarmist media headlines highlighting fears about a ‘Big Brother’ surveillance state, the campaign sought to clarify, explain and reassure educationists about how the new technology works and the benefits it confers. With a highly focussed strategy and cost effective tactics, media coverage was not only extensive it was also balances and unbiased. The use of a community college as a case history generated high quality broadcast coverage. Driving visitors to the face ‘register’ stand at the major industry exhibition resulted in business leads. A really excellent campaign deserving the gold award.
View the case study: Livewire Public Relations, Best Campaign £10k and under.pdf
Silver
- Blueberry Public Relations, The Starting Over Show - the UK's first divorce fair
Finalist
- Clean Kent, Kent County Council, Animation Awards
- Mango Marketing Ltd, SECURUS
- Pegasus Public Relations, The War on Weight
Consumer Relations
Gold
- Pegasus Public Relations, The Hidden Impact of Hair Loss
Getting celebrities to talk about hair loss is a tall order, but that’s what Pegasus achieved with the outstanding campaign for Viviscal that helped sales of the product increase by 175% and doubled distribution with one key retailer. With the inclusion of a credible expert on hair loss leading an extensive research study and the psychological aspects of hair loss, this campaign is a great example of focus. It demonstrates how a compelling narrative plays well to the media, using of a variety of tactics including broadcast and pre-recorded video footage. This delivered impressive media coverage on ITV, BBC and TV and radio. A well designed campaign website further communicated clear consistent messaging.
View the case study: Currently unavailable
Best Use of Media Relations
Gold
- Pegasus Public Relations, Not so little Britain - The launch of Appesat
Excellent planning and preparations were the hallmarks of this award winning campaign. It enabled Pegasus to identify in advance the ingredients needed for the successful launch of Appesat – creating a panel of expert advocates; celebrity endorsement and real life case studies; and a revealing new study into food audiences in the UK, all timed to hijack the launch of a major competitor. The media results are testament to the team’s strategy and extensive broadcast media coverage, including at least two key messages and resulting in nearly 100,000 people visiting the site, causing a spike in on-line sales.
View the case study: Currently unavailable
Silver
- Blueberry Public Relations, The Starting Over Show - the UK's first divorce fair
Finalist
- Chocolate Communications, Taking a Technology Brand into the Mainstream Media
- Man Bites Dog, Fight or flight?
- Wyeth Pharmaceuticals, Psoriasis: The Naked Truth
Integrated Communications
Gold
- Surrey County Council, Have you got what it takes to foster for Surrey?
Given that children do better in a stable home environment, Surrey County Council’s ‘Have you got what it takes to foster in Surrey?’ campaign aimed to recruit more suitable foster carers for the county’s children in care. This integrated campaign, using a combination of advertising, online communication, media relations and publicity material, had a theme that acted as a call to action for local residents. Strong graphics with human interest appeal, showing adults with children, reinforced the love-care foster carers offer vulnerable youngsters. It takes time to screen applicants but, as the number of enquiries to the service doubled over the course of the campaign, the judges hope that the objective of an extra 20 foster carers will have been achieved by the time awards are announced.
View the case study: Surrey County Council, Integrated Communications.pdf
Silver
- Clean Kent, Kent County Council, Fight Flytipping
Finalist
- AD Communications, FESPA Digital 2009
- Kente Waste Partnership with Kent County Council, Love food hate waste
- Pegasus Public Relations, Health Secrets of the East
Corporate Responsibility
Gold
- Gala Coral Group, Eyes down for Mrs Obama's charity bingo
Spotting the news that Rezia Obama, the stepmother of soon to be President Obama, was a keen bingo fan prompted this audacious fundraising campaign. Gala capitalised on the intense media interest around inauguration to promote its commitment to Sue Ryder Care. The judges liked the cheeky and imaginative stunt, which delivered well-measured results for Gala and its charity partner.
View the case study: Gala Coral Group, Corporate Responsibility.pdf
Best Use of Photography or Design
Gold
- Wyeth Pharmaceuticals, Psoriasis: The Naked Truth
Tackling the stigma that is sometimes attached to the chronic skin condition psoriasis, ‘The naked truth’ used a confident, creative set of images to deliver impressive media interest. The range of ages, nationalities, and locations used gave the campaign an international reach, which demonstrated the universal nature of this condition very well.
View the case study: Wyeth Pharmaceuticals, Best Use of Photography or Design.pdf
Best Newspaper or Magazine
Gold
- Crawley Borough Council, Crawley Live
Re-launched in 2008, this bi-monthly magazine immediately stands out due to its memorable size and recycled paper. The new design appeals to both young and older residents, providing easy to read content, promoting the Council’s services from a user’s perspective. The success of the new look created is reflected in the feedback, which reveals 94% of residents read all or most of the magazine. An excellent entry in a hotly contested category.
View the case study: Crawley Borough Council, Best Newspaper or Magazine.pdf
Silver
- Waverley Borough Council, Making Waves- Improving Waverley's Reputation
Finalist
- Epsom & Ewell Borough Council, Borough Insight
- Kent Police Authority, Policing Kent Magazine
- Kent Police Authority, Policing Kent Newspaper 2009
Best Publication
Gold
- Surrey County Council, A-Z of Surrey County Council Services
This clear and easy-to-navigate publication is an excellent guide to council services.
Judges liked the clean design, consistency with wider council campaigns, and use of web and phone link details to make access even easier. Supported by good practical research, the users’ feedback shows this is an effective, well-received publication.
View the case study: Surrey County Council, Best Publication.pdf
Silver
- Midnight Communications Ltd, "Call for Entries" - The Brighton and Hove Business Awards
Best Website or Microsite
Gold
- Clean Kent, Kent County Council, Clean Kent Website
This is an informative and comprehensive website which tackled the issue of flytipping and litter, providing advice and access to council services. The judges were impressed with the bright, attractive, interactive ‘fun zone’ for younger children, and the range of resources for teachers, such as the anti-litter school pledge.
View the case study: Kent County Council, Best Website or Microsite.pdf
Best Event
Gold
- NHS South East Coast, Best Of Health
The judges were impressed by the thoroughly researched and well thought out inclusive event, which was well targeted to its audience. The NHS South East Coast team has obviously put a lot of thought into the format of the event. The judges particularly liked the ‘wall of thanks’ which was used to inspire pride in working for the NHS. The event received strong positive feedback from participants. A worthy winner.
View the case study: NHS South East Coast, Best Event.pdf
Silver
- Southern Water Services, Achievers' Award
Finalist
- Midnight Communications, The Brighton & Hove Business Awards
Outstanding Young Communicator
Gold
- Midnight Communications, Craig Peters
The judges felt Craig is a sound and competent candidate, who has demonstrated excellent media relations skills across print and broadcast. He has had a relatively short spell in PR and has achieved a lot in less than 3 years. He is clearly well regarded by clients and his media contacts.
Craig is an inspiring member of his team and regularly represents Midnight at high profile industry events.
View the case study: Craig Peters, Outstanding Young Communicator.pdf
Finalist
- Kent Police Authority, Alison Hammond
Outstanding In-House Public Relations Team
Gold
- Southern Water Services, Tapping Into Success
The judges were impressed with the business objectives of the in-house team at Southern Water, which included delivering creative and effective PR campaigns to protect and to improve the reputation of the company, both internally and externally. The team has embraced new media, using interactive tools, and has benefited from a huge increase in visits to its website. The team also turned around a potentially negative issue – the worst drought in the company’s history – with a “front-foot” approach which saved 43 million litres of water a day.
View the case study: Southern Water Services, Outstanding In-house PR Team.pdf
Silver
- Virgin Holidays, Ask For The World
Finalist
- NHS South East Coast, NHS South East Coast
Outstanding Public Relations Consultancy
Gold
- Pegasus Public Relations, Pegasus
Pegasus has submitted a wonderfully comprehensive entry, which gave the judges an excellent feel for the consultancy. In 2008 Pegasus won coveted places on two COI healthcare rosters. In the same year, fees grew by 38% - following a 50% increase on 2007. The judges were also impressed that 41% of Pegasus’ clients have been with the consultancy for more than three years.
View the case study: Currently unavailable
Silver
- Man Bites Dog, Man Bites Dog
Finalist
- Mango Marketing Ltd, Fruitful PR & Marketing Campaigns That Deliver Lasting Results
Photos
Photos from the 2009 Home Counties South PRide Awards can be viewed and ordered from Tim Richardson Image Catcher
http://www.flickr.com/photos/43817703@N02/sets/72157622683086024