The new categories will focus on digital and online media - 'Digital Media Relations', 'Integration of Traditional and New Media', 'Online Crisis Communications', 'Reputation and Brand Management Online' and 'Social Media for Public Relations'.
"The diversity of online, social and digital media over recent years has unleashed opportunities for the public relations industry and challenges," says Bridget von Holdt, convenor of the awards. "The integration of these tools into public relations campaigns and strategies allows PR professionals to leverage online and social media outlets to boost their offerings. As a relatively young medium, there is still a lot for the PR industry to learn and the awards will enable the industry to showcase their achievements, whilst providing an industry benchmark." Showcase and foster young talent
According to the Digital Media & Marketing Association (DMMA), online activity in South Africa has doubled in the last two years. More than 14 million local unique browsers were active in March 2011, compared with 6.6 million in March 2009.
Another new category is 'Student Group Campaigns' to discover, showcase and foster young talent in the PR industry.New Look
"The logo has evolved into a vibrant, friendlier symbol of the revitalised Awards and categories," says Martin Snoek of Marketing Services and Communication, designers of the new logo. The elements help support the logo with an African 'look and feel' bringing through earthy colours. The icon of the logo has changed from the three linkages into a 3D prism to confirm strength and depth.
The PRISM is based on a solid foundation but breaks through the text in support of 'reaching further, aiming higher'. The text supports the southern African nature of the awards programme. "The overall 'look and feel' is in support of diversity and transformation," concludes Snoek.
The deadline for entries is 20 January 2012.