The PRISM Awards Committee has extended the consultancy awards, individual awards and added a new category, aptly named the 'Campaign of the Year'. This award replaces the Gold award for public relations excellence. The measurement of this category is as follows: Statement of the Problem (10), Research (15), Planning (25), Execution (25), Evaluation (25) and for 10 additional points the intangible 'Magic/The X Factor'.

Unlike in previous years, entry into the 'Campaign of the Year' is not automatic. Consultancies, NGOs, government departments and corporates will need to enter this category separately.

"The PRISM judges will select the top five campaigns from this category and invite the entrants to present their campaign with the client, where relevant, to the panel," explains Kevin Welman, Convenor of the PRISM. "The entrants and clients will be invited to the awards function on Sunday 6 April 2014, where one campaign will win the first overall PRISM Campaign of the Year."

New categories

Categories new to this year's line-up include:

1) Campaign Best Informed by Analytics/Big Data: For research conducted for the development of business/communication strategies

2) Social Media for Public Relations (best use of social media to lead a programme): For excellence in the use of social media as a public relations tool
3) Mobile Media for Public Relations (best use of mobile to lead a programme): For excellence in the use of mobile as a public relations tool

4) African Public Relations Campaign: For a coordinated public relations campaign spanning five or more countries in Africa, for any kind of company or organisation

Consultancy Awards

In another first, public relations consultancies of all sizes will be recognised for their work. In addition to the award for best small public relations consultancy - medium and large-size public relations consultancies have the opportunity to win a PRISM. The Best Mid-sized Public Relations Consultancy Award recognises public relations firms employing 10 to 29 people, while the 'Best Large Public Relations consultancy' is aimed at consultancies employing more than 30 people.

Individual awards

The individual awards have also undergone a significant revamp, with four categories, including a 'Lifetime Achievement' Award, being included in the line-up.

"These improvements are all part of the PRISM Awards committee's efforts to keep the Awards relevant. We are building a modern and relevant forum for recognition based on a strong foundation," concludes Welman.

A 'Prepping for PRISM' workshop and video will be available early in the New Year. The deadline for entries is Friday 7 February 2014. For more information, go to www.prism-awards.co.za or www.prisa.co.za.