media update’s Adam Wakefield spoke to awards convenor Bridget von Holdt about what adjustments have been made to the 2018 PRISM Awards, the planning that goes into it, and why PR practitioners should aim to get more involved.

How many categories and awards will be part of the 2018 PRISM Awards?

The 2018 PRISM categories have again been divided into sectors and practices.

There are 18 awards in the sector section, nine in the practices section, and three in the individual categories, including the Lifetime Achievement of the Year Award. The Consultancy Awards, including Best Small, Mid, and Large Agency, African Network of the Year, Agency and Campaigns of the Year, Pan African Campaign of the Year, and the ultimate Campaign of the Year, are part of the overall 30 awards.

The measurement/judging criteria for each sector or practice differs as key skills differ. The entry criteria is available on the PRISA website. The closing date is Friday, 2 February.

Prepping for PRISMs is important. Dates have been set for Tuesday, 16 January in Durban, Wednesday, 17 January in Cape Town, and Thursday, 18 January in Johannesburg. Entrants are encouraged to attend these workshops to ensure a well-constructed entry. The cost to attend is R450.

The awards have been aligned to international award standards and, in particular, the IPRA Golden World Awards. It is important to point out that you do not need to be a PRISA member to participate, but it certainly makes financial sense to pay membership entry rates.

Are there any adjustments that have been made that entrants should be aware of for the 2018 PRISM Awards?

As far as the individual categories and consultancy awards are concerned, more emphasis should be placed on evidence and evaluation. For the Lifetime Achievement Award, we have uploaded the entry and judging criteria to encourage submissions. More than ever before, results are key. It is not about impressions and clippings, it is about impact and measurement against objectives and goals.

The awards are being hosted in Johannesburg, once more, in 2018. Why has Johannesburg been the city of choice for most of the PRISM Awards’ history?

The PRISM Awards were held in Cape Town a few years back. However, the cost of hosting it in Cape Town is prohibitive. The response from consultants and from corporates is to continue to host the awards event in Johannesburg. Big sponsorship would be required to alter this decision.

How far ahead is planning done and when did planning begin for the 2018 PRISM Awards?

Organisation and planning start as early as April the previous year. We work with a volunteer committee, and we need to allow tasks to be achieved in-between our normal day jobs. The event starts with a zero budget and the support industry comes on board to make it a success, such as media update; Ground Up on the videos; Newsclip, with financial support; Lounge Around; CIMA, who have been involved for almost 20 years, and many more.

What is the shape and size of the organising committee?

The committee is small. It is made up of Marilyn Watson, who is the judge in chief; Kevin Welman, who refines the Call for Entries process; Daniel Munslow, who advises on judges; Palesa Madumo, who introduced the young judges concept and manages the communication strategy and implementation; and Margi Moscardi, who ensures that all entrants receive their evaluations within 24 hours of the event.

There is still space for more support from the industry. We need to encourage sponsorship in order to limit costs. And then there is me. PR practitioners, don’t be scared to put your hand up and help.

The line-up of judges is impressive with over 65 professionals committed to this year’s task.

The year 2017 was a busy year for PR professionals, with some great and impressive campaigns. As a result, we are anticipating a record number of entries this year – around 250.

Having personally been involved in the awards since their beginning, what keeps you coming back year after year?

I am committed to this task as a volunteer. Sometimes it is a thankless task, with little appreciation from the PR industry and my fellow practitioners. However, I put my hand up many years ago to assist in building recognition for our profession, our professionals, and for the execution of excellent campaigns.

In 21 years, the PRISMs brand is well recognised and there is a huge amount of credibility associated with winning an award.

For more information, visit www.prisa.co.za.

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Media relations is an important part of public relations. One-eyed Jack won a Gold award in the Media Relations category at the 2017 PRISM Awards and says media relations is about giving your message the longest legs it can. Read more in our article, PRISM Awards: Media relations is about speaking to new audiences.