The North American Excellence Awards honor outstanding performances in a wide range of categories. With in-depth categories which cover everything from internal communications to public relations, as well as a wide scope of industries from all across North America, the Awards explore the full range of the profession, and provide a comprehensive look at the most exceptional examples of communications. This year, we are also adding eight categories in the field of human resources

Accomplishment

Campaigns embody the essence of strategy in pushing a product, promoting a company or bringing a public figure to prominence in the public consciousness. Presenting a core idea through various approaches and angles, the execution of a well thought-out campaign brings the message home and allows its audience to identify with the subject.

Deriving from the Latin ‘agentia’, which means ‘doing’, agencies strive in just such a direction. Through their expertise in a variety of communication issues, the winners of this category excel and take hold of a brief and running with it, delivering results and displaying imagination.

We all know that successful communications is needed for a smoothly-run company, institution or NGO. But this category is looking for the in-house team that takes communications to the next level and helps position the organisation as a leader in the field.

Industries and Institutions

From something as fundamental as teaching a child how to read, to the ambition of sending humans to far-off planets, technology drives our lives. However, the act of explaining and promoting the advantages of new technologies has to content with challenges such as general lack of knowledge, ‘news fatigue’ and overcrowded markets. The best campaigns and projects in relation to technology and consumer electronics organisations will be rewarded in this category.

As the saying goes, money makes the world go round. However, in the light of the recent financial crisis, it is clear that communicators working in the finance industry have to tread extremely carefully when developing their communications strategies. The greatest communications campaigns and projects from the finance industry will be recognised in this category.

Whatever your circumstances may be, success is of little use without good health. When you do not have it, even the greatest things in life tend to appear merely mundane by comparison. The health industry is literally of vital importance, then, to society. The best campaigns and projects initiated by health organisations will be rewarded in this category.

Though the inside is what counts, the outside is what everyone looks at. Millions of people tune in every day to find out the latest fashions coming off the line or the newest beauty tips. The world of fashion and beauty is an increasingly profitable business, one that puts a proverbial hand on your shoulder as you look in the mirror, saying that you look good! This category rewards the cream of communications from the fashion and beauty industry.

Whether preparing us for life outside of academia, or informing us how the world around us works, the impact of education and the discoveries of science have a major impact on how we view and relate to the world. This category rewards the cream of communications from the science and education industries.

Communicating the value of geographical locations may be as simple as promoting the very best and most unique aspects of a culture, or as complex as trying to draw visitors back to a country with a tarnished reputation or landscape damaged by weather or political unrest. The greatest communications campaigns and projects from the travel and tourism industry will be recognised in this category.

Necessities of life, both food and drink play an important role in our lives, as of course without one or the other, it would be impossible to survive. Though one of the most basic human needs, nourishment is also enjoyable in itself and offers a wide variety for every consumer to choose from. The best campaigns or projects initiated in the field of food and beverage will be rewarded in this category.

Political institutions, ministries and parties are entrusted to carry out the will of the people and work towards the good of society as a whole. Their ability to be in tune with society’s needs and connect with the populace is what gets them in office in the first place – and keeps them there in the long run. The best campaigns or projects initiated by political parties and governmental agencies will be rewarded in this category.

Communications

A coordinated and diversified use of communications channels creates a robust and often more direct relationship with stakeholders. Both offline (e.g. print ads, events, sponsorships) and online tools (e.g. webpages, video clips, emails, images) can be used for a coherent and cohesive ways of communicating with different segments of the public. The category “Multi-Channel Communications” will be given to a campaign or a project that uses its tools in an orchestrated manner.

Efficient viral communications move beyond the bounds of traditional communications solutions. Tools like webpages, video clips, blogs, emails, e-books, brandable software, images or text messages can be used to reach different segments of the public. A strategic approach and effective planning are required to achieve an exponential distribution of messages within the relevant networks.

Communicating within your organisation is as important, if not more so, than communicating externally. Keeping a workforce informed and motivated is essential in all organisations that wish to surpass their goals.

Things don’t always go as planned and when they go wrong, crisis communications step in and help to guide the company or organisation through rough waters to a safe and secure position.

In an era of information overflow, it has become vital for brands to engage stakeholders through honest and authentic “stories” and thus secure their attention in a unique way. This category recognises campaigns or projects that use storytelling as an empowerment marketing tool.

We have often heard that “content is king”, but a king is powerless without his loyal emissaries to carry out his decrees throughout the realm. That is why this category recognises award-worthy content that clicks with bloggers, brand ambassadors and other influencers and inspires them to spread the word.

In order to build and deepen the consumers’ relationship with a brand, smart and innovative campaigns are needed. That’s why this category celebrates new strategies that go beyond the well-trodden paths and explore new territory.

With the release of a new product, every company hopes that it will be well received and surpass expectations. A smooth and targeted product launch is critical to its success, but creating such a scenario requires not only a great product but great minds behind its introduction to the market.

Presently, highly elaborate programmes engage in environmental or social concerns all over the world. The code of ethics and standards corporations undertake to better themselves raises the bar not only for the benefit of the organisation, but also for the betterment of the community. Communicating activities to the public is a crucial element in the success of CR campaigns or projects.

Pulling off a successful event allows the reputation of an organisation to live up to its hype, or to gain further esteem. Connecting the dots to make this happen requires the utmost in planning and quality decision-making skills.

Corporate Media and Tools

Special and innovative approaches within the restricted yet complex field of annual and CSR reports are a rare find. Creating the right blend of creativity, honesty and optimism is the key to communicating information in any report. The winner in this category has a credible, comprehensive and innovative communications approach which places a clear emphasis on stakeholder and target group communication and identifies appropriate evaluation measures.

Capturing the essence of an organisation and why it is a great place to work is more difficult than it sounds. The internal publication must bring the reality of all the organisation’s best aspects to the printed page on a regular basis.

Producing concise, accurate and tactful information regularly, whether it is from business to business or from business to client, is at the very core of external publications.

Translating the values and goals of the company onto film is the challenge when creating a video which will accurately and successfully represent the company to stakeholders and interested parties, as well as attracting the best employees.
Please note: this category excludes paid advertising in external sources.

There are millions of designs and user-interfaces for websites, but some are notably more effective than others. Through aesthetic originality, functionality and user-friendliness, a successful website can often be key to boosting the success of a company or organisation.

The microsite for a product or a campaign is characterized by minor navigation depth and only a few pages. It possesses an own URL and talks to target groups as an addition to the main website. This Award goes to the most innovative minisite that functions as a discrete entity within an existing website.

Social media is becoming an increasingly important weapon in the communicator’s arsenal, and while there are numerous risks associated with social media use, a well-defined strategy can reach new audiences and improve the perceptions of an organisation fundamentally.

HR Communications

Professional recruiting campaigns are usually a combination of different instruments such as advertising, events, videos etc. The Jury is looking for a campaign that genuinely stands out and interacts in a unique way with candidates. The Award in this category will honour a creative, “out of the box” hiring campaign that has improved retention through unique and innovative ideas.

Employees are the most valuable part of any organisation. If a company is a clock, then they are the gears that keep the whole structure running properly. Employer Branding is essential to ensure that the gears that make your organisation ‘tick’ are of the highest quality, both by targeting the most promising employees, and by retaining them.

Translating the values and goals of the company onto film is the challenge when creating a video. The Award in this category goes to a film or video that accurately and successfully represents the company to stakeholders and interested parties, as well as attracting the best employees.

PR Regions

32. Canada

Contact

Any questions? Please contact us:
Linda Harnisch
Award Manager
+49 (0)30 8485 90