AI analysis of CIPR Excellence Awards provides insights for success

Clear objectives, research, creativity and authentic storytelling are key elements of award-winning public relations campaigns. These should be underpinned by planning and measurement.

The CIPR has published the winning entries from its Excellence Awards, which celebrated its 40th anniversary this week. You can check out the winners and download the entries on the CIPR website.

We've trained an AI bot using the craft-based awards. The results are outlined below with minor edits. It's as good a primer as you'd get from any training course or textbook.

It highlights the need for robust planning, SMART objectives and measurement. Creative ideas and authentic storytelling are used as a means of engagement. Campaigns typically use a multi-channel approach to meet an audience or public on their terms.

Excellence has developed as a well-defined concept in public relations practice since the 1990s. We don’t recognise and assert it enough within practice or to the broader business and management community. The CIPR Excellence winners are a good start point.

1. Clear objectives and goal

Successful campaigns clearly outline their objectives and goals. These objectives are specific, measurable, achievable, relevant, and time-bound (SMART). For instance, the ‘Share the Load’ campaign by Good Relations with Starling Bank aimed to generate broad media coverage, drive website traffic, and encourage new customer sign-ups.

Start with setting SMART objectives that guide the campaign strategy and tactics.

2. Thorough research and insights

Understanding the target audience’s behaviour, preferences, and pain points helps tailor campaign messages effectively. For example, the NIHR’s ‘Shape the Future / NHS 75’ campaign used insights about the public’s perception of research participation to inform its strategy.

Conduct thorough research to gain deep insights into the target audience and tailor the campaign messages accordingly.

3. Innovative and creative ideas

Creativity and innovation distinguish high-performing campaigns. Utilising unique angles or novel approaches to common problems can capture public interest. The ‘Allies United’ campaign by Just Eat introduced a new initiative to promote LGBTQIA+ inclusivity in grassroots football, which was a first of its kind.

Encourage creative thinking to develop unique and engaging campaign ideas that stand out.

4. Engaging and authentic storytelling

Authentic stories that resonate with the audience are powerful. Sharing real-life experiences, challenges, and successes helps in building emotional connections. The ‘Reunited by Research’ video in the NIHR campaign was based on real stories of research participants, making the content relatable and impactful.

Use storytelling to create emotional connections and make the campaign relatable to the audience.

5. Integrated multi-channel approaches

Employing a mix of media channels (PESO—Paid, Earned, Shared, and Owned) aligned to the objectives ensures broader reach and engagement. Golley Slater's ‘No Second Chances’ campaign for Transport for Wales used social media, pop-up stores and influencer partnerships to deliver its message.

Utilise a mix of media channels to ensure comprehensive coverage and engagement.

6. Strategic partnerships and influencer collaborations

Collaborating with relevant partners and influencers can amplify the campaign’s reach and credibility. The ‘Fund NHS Hubs’ campaign by the British Psychological Society engaged public figures like Stephen Fry and partnered with other health organisations to strengthen their message.

Collaborate with influencers and relevant organisations to enhance credibility and reach.

7. Measurement and evaluation

Tracking the campaign’s performance against its objectives helps understand its impact and effectiveness. Metrics such as media coverage, website traffic, engagement rates, and direct outcomes (like policy changes or increased sign-ups) are essential for evaluation. For instance, the ‘Helping You Thrive’ campaign by the Bank of Ireland measured engagement scores, job enjoyment and employer advocacy to gauge success.

Regularly track and evaluate the campaign’s performance using appropriate metrics to understand its effectiveness and make necessary adjustments.