CIPR Excellence Awards 2013: Meet the Judges, Wednesday 6 February
The CIPR has announced the date for the forthcoming CIPR Excellence Awards ‘Meet the Judges’ webinar that will give award entrants the unique opportunity to put their questions to judges Jason McKenzie MCIPR, Managing Director of Liquid PR, and Sarah Pinch MCIPR, Chair of CIPR West of England Group and Director of Sarah Pinch Ltd.
The interactive webinar, which will start at 10am on Wednesday 6 February is free to both CIPR members and non-members, will give pointers on how to plan a winning awards entry, what the judges are looking for in a successful submission and insight into panel interview stage.
The judges will also give specific tips and information to entrants on the research, planning, measurement and evaluation section of the judging. This comes after the Institute reinforced its commitment to professionalism, credibility and best practice by ruling that entries which include Advertising Value Equivalence (AVEs), will be awarded a score of zero for that section of the judging.
I look for three primary elements in a submission: a compelling narrative, robust evidence of a successful campaign and both efficient and effective use of resources. Whilst the 'story' has to arrest the judge's attention, it's the substance that creates a winner. A textbook campaign which delivers results in line with expectations will rarely win. We're looking to recognise and reward the extraordinary.
The Excellence Awards are highly competitive and I always look for those campaigns that have creativity, outcomes as well as outputs and demonstrate their work and its benefits and effects through strong measurement. It is no longer enough to read an entry that is just a great idea, the great idea must be in the context of strong objectives, liked to outcomes, analysis, delivery - and of course strong demonstrable evaluation.
The webinar is open for registration from today and will also be available on demand 48 hours after the live recording.
Places can be registered via Eventbrite.