2014 年坎城公關獎 PR Lions 獎項定義

公關

坎城公關獎定義

The definition of PR for the purpose of Cannes Lions is the creative use of reputation management by the building and preservation of trust and understanding between individuals, businesses or organisations and their publics/audiences.
坎城國際創意節所定義之公關,是為了建構與保存個人、事業或組織與其對象/閱聽眾間的信任與理解,而對聲譽管理的創意運用。

PR Lions will be awarded to the freshest creative PR campaigns, programs and tactics that actively engage consumers/audiences to products/brands/organisations and demonstrate the highest levels of strategic planning, creativity and business results.

坎城公關獎將獎勵主動讓消費者/閱聽眾投入參與產品/品牌/組織,並展現最高層次的策略企畫,創意,與商業效果,最新鮮的創意公關個案、計劃與策略。

評審標準:

公關獎評審團將根據四個指標進行評審:策略與調查,執行,創意與原創性,記錄在案的效果。每件參賽個案將獲得四個分數合計總分,四個分數的計分比重如下:

策略與調查(Strategy and Research) 30%、執行 (Execution)20%、創意與原創性(Creativity & Originality) 20%,效果記錄(Documented Results) 30%

The 2014 awards process, including the appointment of the Presidents and Jurors, will be independently audited by PWC. 2014 年坎城創意節的評審過程,包括評審團與評審之任命,都獨立由 PWC 會計師事務所稽察。

2014 年坎城公關獎分為下列五大類,各自再細分子類:

A.SECTORS 產品類,下分 12 子類。
B. PRACTICES & SPECIALISMS 專業類,下分 13 子類
C. PR: DIGITAL & SOCIAL 數位與社會性公關類,下分 7 子類
D. GEOGRAPHIES 地理性公關類,下分 2 子類
E. CAMPAIGN 整合公關個案類,下設 2 子類

以下詳述:

A.SECTORS 產品類,下分 12 子類,此處不翻譯(請參考坎城官網

B. PRACTICES & SPECIALISMS 專業類,下分 13 子類

B01. Corporate Reputation & Communication 企業聲譽與溝通類 Campaigns to build the image/increase the profile/shape the perceptions of a corporate brand, organization of corporation, trade associations, institutes and councils. 為建構企業品牌、企業組織、產業組織、機構或協會等建構形象/增進知名度/塑造認知而進行的個案。

B02. Public Affairs & Lobbying 公共事務與遊說類 Campaigns planned to influence or inform the public policy agenda using either lobbying or wider public affairs strategies; as well as political or ballot initiatives. 為影響或告知大眾公共議題所進行的個案,包括使用遊說或更廣泛公關策略的個案;政治或選舉宣導個案也包含在此類。

B03. Crisis Communications & Issue Management 危機公關或議題管理類 Campaigns to plan and/or handle the consequences of a crisis or an issue that may affect a company’s credibility and good reputation. 對於可能影響組織可信度或聲譽的危機或議題進行處理的個案。

B04. Corporate Responsibility 企業社會責任類 Corporations addressing social and ethical issues. 針對企業社會與道德議題而進行的個案。

B05. Environmental (incl. Sustainability) 環境保護(包含永續性)類 Campaigns designed to address a green or environmental issue in order to protect and or improve an organisation, product or service. 針對綠化或環保議題,目的是為保護、增進組織、產品或服務所進行的個案。

B06. Internal Communications (incl. employee Engagement) 內部溝通(含員工參與度方案)類Business to employee communications and engagement, including change management. 企業對於員工的溝通與參與性進行的個案,包含改變管理。

B07. Media Relations 媒體關係類 PR campaigns designed to create/promote the positive profile of a product or service through the mass media – newspapers, magazines, radio and television – in order to change attitudes among targeted media audiences and meet client/project objectives. 為了透過大眾媒體——報紙、雜誌、廣播與電視——創造/增進產品或服務的正面知名度,以便改變目標媒體閱聽眾的態度,達成客戶/計劃目標所進行的公關個案。

B08. Events & Experiential (incl. stunts) 事件或體驗類(含現場演出)PR campaigns that use an event or stunt to meet their objectives. It may include a trade show, conference, product launch, field marketing activity, awards ceremony, or any other event designed to build or increase the value and reputation of a brand or communication project as part of a wider public relations strategy. 利用事件或現場演出達成目標的公關個案。可能包括商展、會議、新產品上市、現場行銷、頒獎典禮、或任何為了打造或增進品牌價值或聲譽的公關個案,或整體公關關係策略部分的溝通計劃。

B09. Celebrity Endorsement 名人代言類 PR campaigns that associate a celebrity with a product/service in order to reach specific awareness/business goals and/or to help establish trust and affinity between the product/service and the public. 利用與名人與產品/服務的關聯性以便達到特定認知/商業目標,幫助產品/服務與大眾達成信任與好感的公關個案。

B10. Sponsorship 贊助類 Sponsorship programs to support a product or service in order to reach specific awareness/business goals and targeted markets as well as to enhance the image of a corporate brand, organization or corporation. 為達成特定認知/商業目的,接觸與特定市場,增進企業品牌、組織或企業的形象,利用贊助計劃支持品牌或服務的個案。

B11. Launch or Re-launch 產品上市或重新上市類 PR campaigns created to launch or re-launch a product or service. 為產品或服務上市或重新上市所創造的公關個案。

B12. Brand Voice (incl. strategic storytelling) 品牌聲音(包括策略性品牌故事力運用)類Customised PR strategy designed to guide a brand/organisation to communicate its particular point of view in a consistently relevant way and to build emotional connection with employees, shareholders and customers alike. 為了引導品牌/組織以一致、相關方式向員工、持股人、與顧客等傳達特定觀點的客製化公關策略。

B13. Research, Data Analytics & Insight Generation 調查、資料分析與洞察創造類 Research, data or actionable insight that provides a meaningful contribution or input to a public relations program. Entrants should provide evidence of research or insight, quality of thinking and the development of a strategy. 對公關計畫提供有意義貢獻的調查、資料或可行洞察。報名的個案應提供證據呈現調查、洞察,思考的品質與策略發展之間的關係。

C. PR: DIGITAL & SOCIAL 數位與社會性公關類,下分 7 子類

C01. Use of Digital Platforms 數位平台運用類 Including websites, microsites or Intranet sites, search engines, mobile devices, instant messaging, email marketing, digital POS, new technology, virtual worlds, downloadable applications including screensavers, widgets and other digital PR techniques to execute or support a PR campaign. 包括網站、活動網站、內部網站,搜尋引擎、行動裝置、即時通訊、電子郵件行銷、數位看板、新科技、虛擬世界、可下載程式包括螢幕保護程式、裝置、其他為執行或支持公關個案所使用的數位公關技術。

C02. Community Building/Management 社群建構/管理 Social activity that is designed to engage, build or maintain a branded community or one that is based on social networks that may result in an enhanced brand affinity. Community activity (passive fans versus active fans), engagement levels and the appropriateness of targeted conversation/communication directed at active/ non-non active users will all be considered. 為了增進品牌好感度,而讓品牌社群或是以社群媒體為基礎的社群投入、形成並加以維持的社會性活動。社群活動(被動粉絲和主動粉絲)、投入程度,以及針對主動/非主動使用者所做的目標性對話/溝通也將是評審重點。

C03. Audience Targeting/Engagement (incl. social listening and conversational insight) 目標性對話/投入參與類(包括社會性傾聽與對話洞察 Employment of social channels/activities that rely on listening/responding strategies (incl. audiences’ surveys and monitoring). Demonstrated ability to put the information gained to use in communications initiatives will be considered. 對以傾聽/反應策略為基礎的社會性頻道/活動的運用。個案將所獲得的資訊運用在溝通行動中的能力也將是評審的要點。

C04. Influencer Communications 影響者溝通類 Social initiatives or projects that feature social ambassadors or influencer (i.e. blogger, video blogger, etc.) to engage with a public/audience. 為使大眾/閱聽眾投入而運用社會大使或影響者(如,部落客,影片部落客等)的社會性行動或計劃。

C05. Response/Real-Time Activity (including crowdsourcing) 反應/實時活動類(含眾包)Targeted and non-targeted social activity that may utilise social platforms in order to respond to world events, crises and other online/offline activity in a meaningful, often creative way that may prompt social sharing. 為了以有意義,通常富於創意,並可能促發社會性廣泛分享的方式回應,可能運用社交平台,設定或未設定目標的社會行動個案。

C06. Use of Co-Creation & User Generated Content 共同創造或使用者創造內容運用類 Social based activity that may be designed to engage with a community and encourage them contribute to or collaborate with a brand initiative. 以社會性為基礎,為了和特定社群互動,鼓勵他們對品牌提出的計劃作出貢獻或進行合作的行動。

C07. Innovative Use of Social or Community 社會性或社群創新運用 Creative utilisation of existing or emerging social platform(s) and/or social activity. Evidence of innovative use of the social medium, levels of engagement, social reach and strategy will all be considered. 既存或新興社會平台或社會活動的創意運用。個案是否證明對社會性媒體做出創新運用,創造出的投入程度,社會性廣傳效果,和策略都是評審的要點。

D. GEOGRAPHIES 地理性公關類,下分 2 子類

D01. Multi-Markets Campaigns 多重市場個案類 PR Campaigns that are implemented across multiple countries or markets. Entrants should detail how the public relations campaign was implemented worldwide and the results achieved in the different countries or markets. 跨多國或多重市場進行的公關個案。報名參加競賽者必須詳細說明公關個案如何在全球進行,以及在各特定國家或市場獲得哪些效果。

D02. Territory Marketing & Communication (incl. city/region/country branding, etc.) 地域行銷與溝通類(包括城市/區域/國家品牌等)PR programs and tactics designed to build/increase/promote the profile or image of a city/region/country. 為了建構/增進/推廣城市/地區/國家知名度或印象而進行的公關個案。

E. CAMPAIGN 整合公關個案類,下設 2 子類

E01. Integrated Campaign led by PR 公關主導的整合個案類 Campaigns with multiple elements or channels that are predominantly PR driven. Entrants will be judged on how successfully they have integrated the chosen elements or channels throughout the campaign, and must demonstrate how well the different types complement and build on each other to communicate the brand’s message and/or change consumer awareness and attitudes. 運用多重元素或頻道,但主要是以公關驅動的個案。評審的要點是個案如何整合選定元素或頻道,以及各種不同的成分如何彼此加乘地溝通品牌的訊息,改變消費者的認知與態度。

It would be unlikely that a campaign would be LED BY more than one type of medium. Therefore, INTEGRATED campaigns LED BY PR, except in exceptional circumstances, cannot be entered into any of the “Integrated Campaign LED BY” categories in the following sections of the Festival: Direct, Promo and Outdoor. 一個個案顯然不可能由兩個以上的媒介主導,一個案若選定參加「由公關主導的整合個案」競賽,則不可再參加坎城創意節內直效、促銷與促動,以及戶外廣告類的「由XX主導的整合個案」競賽。

E02. Costs/Creative Performance PR Campaign 低成本/創意表現公關個案類 Entries should demonstrate how well a low budget campaign (excluding all Agency fees) met its objectives. Entrants must detail the total budget as well as providing information about any PR tactics or initiatives used to deliver the campaign. 報名個案需展現低成本(此處成本包括所有代理商收取之費用)個案對目標的達成度。個案必須詳細說明全部預算,以及運用達成目標之公關策略與行動。

坎城公關獎報名前需準備下列文件:

1. Summary of the Campaign 個案概觀 (250 words max) 250 字內
-give a brief overview of the whole campaign from start to finish, including the
challenge, the objectives, the strategy and execution and the outcome. 個案由首至尾完整的概觀,包括挑戰、目標、策略與執行,以及結果
-in addition, you must outline why this entry is appropriate to PR Lions – please provide clear points that illustrate the key ‘PR’ elements of the campaign.此外,可概述個案為何適合報名公關獎——請提供清楚說明個案的「公關」元素。

Then explore each of the above points in more detail as follows: 接著,請依照下列項目,更仔細說明上面的論點:

2. The Situation 面臨狀況 (100 words) 100 字
-Describe the organisation, business or individual for which the campaign was devised. 個案是為什麼樣的組織、生意,或個人發展。
-Describe the situation, problem or opportunity that elicited the need for this PR campaign. 當時面臨什麼樣的局勢,問題,或機會,因此需要進行本個案。

3. The Goal 目標 (100 words) 100 字
– Describe the goals and objectives of the campaign and the criteria for success. 描述個案設定的目標,以及用什麼指標界定是否成功。
-identify the target audience or publics and their relationship to the client. 描述目標對象或大眾,以及他們與客戶的關係。
-Explain the research that was undertaken to achieve the goals. 解釋為了達到目標所進行的調查。

4.The Strategy 策略 (150 words) 150 字
-Describe the communication/PR strategy. 描述溝通/公關策略。

5. Execution 執行 (150 words) 150 字
-Describe step by step how the plan was implemented including where, when and for how long. 描寫計劃如何逐步執行,包括「何處」「何時」以及「多長時間」。
-Were there specific tools or tactics? 是否運用了特殊工具或技巧?
-Did the campaign run according to the original plan or was it adapted at any stage? 個案是否照原定計劃進行,或是在任何階段有所修訂?

6. Documented Results 效果記錄 (150 words) 150 字
-include tangible and quantifiable results and show how they can be measured against the original objectives and achieved the communication and business goals. 展現個案如何創造符合原定目標,達到溝通與生意目標的實質與量化效果。
-All the entries submitted in PR Lions are required to demonstrate at least two tiers of evaluation/results reporting: 所有報名公關獎的個案都必須呈現下列三方面指標中,至少兩方面的效果衡量報告:

1. Output/Awareness 資訊的輸出/認知度:i.e. change in consumer awareness and attitude (survey), overall impressions, target audience impressions, article counts/placements, content views (e.g. video or presentation). 例如,消費者認知與態度的改變(調查結果),整體印象,目標閱聽眾印象,報導/置入數,內容收看(如,影片或其他呈現方式的收看)數。

2. Knowledge/Consideration 知識/考慮: i.e. key message penetration, coverage depth, dominance, prominence, ratio of favourable to unfavourable mentions in traditional and social media, changes in nPS (net Promoter Score)/ likelihood to recommend (survey), purchase intent (survey). 例如,關鍵訊息的導入程度,報導的深度,主導程度,重要程度,在傳統與社交媒體上喜愛與不喜愛提及的比率,淨推廣指數/可能推薦程度(調查),購買意願(調查)等。

3. Action/Business Impact 行動/生意效果:i.e. sales, donations, joining – increase in friends and followers, content response-retweets, shares, link-backs, likes click-through rates, site traffic, page views, time on site. 例如,銷售,捐贈,加入——朋友或關注者的增加,內容的反應/轉發、分享、連結,喜愛,點擊完成比率,網站流量,閱覽數,在站時間等。

此外,在線上系統報名時,可提供僅限評審收看的機密資料,950 字內。

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