It was a really interesting morning today hearing about the not-for-profit campaigns. The shortlisted entries were all very different, but there was commonality in terms of effective outcomes that each of them achieved. This was the most hard-fought category so far with a long deliberation by the judging panel.
A valuable component of the CIPR judging process is the opportunity for the panel to meet the people behind the shortlisted campaigns – to see the whites of their eyes. These interviews bring the campaigns alive far more than is achieved by just reading a 1,000 word submission and the interview often makes a difference when the judges are considering the winner as theyreveal so much more about the campaign. This morning’s judges appreciated the distances travelled by some of the people they met – catching a flight before 7am to be there is not to be sniffed at.
This afternoon was the turn of Best Sporting Campaign – a new category in 2012. Given the title of the category, and the year, I doubt you will be surprised that two-thirds of the shortlist were related to that large sporting event happening in 99 days time. It was interesting to see how each of these campaigns spread their messages and managed to cut-through all the other Olympics noise, and then compare these to two sporting campaigns not Olympics-related … believe it or not, there is sport PR activity happening that is not linked to that massive London event later this summer!
So, there’s another full day of judging tomorrow. Bring it on … 4 days down and 10 days of judging to go.