Founder of Pure Public Relations, PR for businesses that want to grow, industry bodies, charities and not-for-profits.
Over the past week, I have spent almost ten hours completing my judging duties for the 2024 Prime Awards alongside my fellow category judges David Leahy Nayana Wade. As someone who has judged many awards over the past few years, it’s always a privilege to see the impact that well-executed campaigns can have, especially when they make a real difference in people’s lives. While I can’t reveal too much (you’ll have to wait until November to see the impressive list of winners), here are four key insights from my experience as a judge in this year’s Prime Awards: 1. The most successful entries were those with highly considered strategies that engaged multiple audiences through diverse tactics. These campaigns didn’t just address broad stakeholder groups – they went deeper, considering the unique needs of each sub-audience within that overarching group. Tailoring campaign messaging for each of these sub-audiences ultimately creates a campaign that resonates with audiences on a deeper level. 2. The campaigns that stood out to me were the ones that took every asset and made it work hard as its own entity. The best way to do this is to repurpose content across multiple platforms, whether turning a single piece of content into a social media post, transforming it into an infographic, or repackaging it into a downloadable guide or video. These campaigns maximised their reach and engagement by ensuring that every piece of content contributed to the overall goal. 3. In my opinion, some of the best campaigns were rooted in solid insights and thorough consultation. Starting with a robust form of research – such as stakeholder interviews or media audits – ensured that the campaign messaging was relevant and impactful from start to finish. These insights also acted as a compass for the allocation of resources, ensuring that every dollar and hour spent ultimately brought the campaign closer to its key objectives. 4. One thing I have learned from judging over the past few years is that the most impactful campaigns always begin with a clear outcome in mind. While this might seem obvious, you would be surprised how many lack this core foundation. A successful campaign is just as strategic as it is creative, so without a defined goal, even the most innovative tactics can fall flat. A more relaxed approach may reap some results or short-term noise, but they rarely reach the same levels of success as campaigns that purposefully align their actions with their measurable goals. What do you think are the hallmarks of a successful campaign? Let me know what I’ve missed in the comments! #PublicRelations #Marketing #PrimeAwards #PRTips #MediaCoverage
David Cousins
2mo
Great post Phoebe Netto and couldn’t agree more with your insights 👏. Thanks so much for your dedication to judging these awards.
Sue Cook
2mo
Great observations Phoebe. I agree particularly with your point on the considered approach to stakeholders and tailoring activities and assets accordingly, and making sure there are measurable outcomes not just outputs.
Thanks so much for your dedication to the awards, Phoebe. We're always happy to see you on the judging panel.