The charity that IAPI have chosen for the PR category is Crumlin Children's Medical & Research Foundation (CMRF) which was announced on 22 February at the briefing in the Dublin Convention Centre.

This competition is open to PRCA and PRII members.

You must be 30 years of age or younger, born on or after 22 June 1988 and resident in Ireland.

Key Dates
Key Dates

Competition Launch

18th Jan

Charity Briefing

22nd Feb

Entry Deadline - 11:59 p.m.

24th Feb

PR teams present in person to the jury - 20/21/22 March

21st Mar

PR teams present in person to the jury - 21 March

21st Mar

Who can enter?

Members of PRCA agencies and PRII members. Please note freelancers or young professionals working in-house at PR teams of clients/brands are NOT eligible to compete. You must be 30 years of age or younger, born on or after 22 June 1988 and resident in Ireland.

The Competition

The brief will be set by our charity partner that will act as the ‘client’. The competition will show how PR is effectively used to engage audiences with an organisation or a specific topic that the ‘client’ is dealing with. The competition will allow some elements of creative to be produced by the contestants so that their strategy takes shape in front of the jury.

The PR campaign should:

  • connect with the charity’s brand value and have an impact (i.e increase in donations or other applicable parameters)
  • increase awareness/create engagement with the public
  • identify and build relations with relevant stakeholders (for e.g. journalists, opinion leaders, see brief)
  • create PR supporting material applicable in relevant media channels.

You must submit the following as part of your entry:

  • Presentation (PPX/PDF - max: 10 slides / 25MB) outlining strategy idea
  • 450 word explanation detailing the creative idea, the strategy and the execution
  • Optional: creative to support strategy

Your entry will be judged on the following criteria:

  • Creativity (40% of vote) - Is there a main creative idea with a wow factor uniting the campaign tactics? Is it fresh, bold, authentic and exciting? Is it original and inspiring, or have you seen this idea before?
  • Strategy & Insight (20% of vote) - Is the idea built on an insight into the target audience? Has the team shown how their strategy underpins the campaign? Did they demonstrate an understanding of the brief, audience, and other stakeholders?
  • Tactics & Execution (20% of vote) - Is the proposed execution both realistic and relevant to the brand and audience? Has the team thought through how their idea plays out in the market? Is there an innovative use of modern PR tactics?
  • Relevance to brief (10% of vote) - Is the idea right for this brief, the brand and its target audience?

Shortlisted entrants will be asked to present their idea in person to the jury in IAPI offices w/c 19 March, (exact dates TBC).

Entry fee

There is an entry fee of €75 per team.

The Deadline

Midnight on Sunday 24 February

You must submit your entry to katherine@iapi.comand include the CATEGORY (i.e. PR) and both TEAM MEMBERS NAMES, EMAILS and PHONE NUMBERS.

Entries must not contain any agency branding.

Thanks to sponsorship from PRCA / PRII
Thanks to sponsorship from PRCA / PRII
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