I have just completed judging 50 PR awards entries. My main reflection is on the measurement and justification elements.

Some categories had over ten entries for them. The entries composed an outline of the campaign and its achievements (in under 1000 words). They also often included a file of achieved media clips.

This is my main takeaways from the process. If the guidance suggests or states a maximum number of words, keep to it. The chances are the judges are having to read a large number of entries and often in time-restricted circumstances.

Key to the process is a clear set of objectives. The benchmark was if they used SMART objectives. This stands for Specific, Measurable, Achievable, Realistic & Timebound. This is what Wikipedia has to say about them.

If you are not familiar with them, I'd recommend you take a look. Only one of entries I looked at referenced them. I lost count of the number of items stating that 'attracting national media coverage' was a goal. Without a sign of what success might look like we tend to regard this as meaningless.

At the start of a campaign use your experience to image what success might look like for both numbers and metrics. I can understand why many avoid this. There are lots of variables which can get in the way and no-one wants to miss the target.

Have some faith in your convictions, be precise and set bench marks. If missed it can still make a worthy award entry. If you explain the circumstances you might find sympathetic judging.

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