"Our standards have definitely not changed since last year," says Marilyn Watson, one of the chief judges of the PRISM Awards. "It is important to note that the entries are judged on two factors: the quality of the entry and the merits of the campaign. A number of brilliant campaigns were submitted this year but some were let down by the quality of the submission. Judges can only work with what they have in front of them - the actual submission."
Although some campaigns may have been exciting and successful, they also need to be presented in a way that illuminates this for the judges. Watson urges consultancies, corporates, NGOs and government departments who enter the PRISMS to ensure that they take sufficient time to compile the entries so that the entry truly reflects the campaign and all its merits.
PRISM judge Daniel Munslow reinforces Watson's views. "The entries were a mixed bag that ranged from exceptional innovation and strategic planning, to 'business as usual'." The PRISM Awards are about recognising exceptional campaigns."
Commenting on the standard of entries, there is consensus among the judging panel that the standard of the entries was good and that the industry can be proud of the good work that is being done. "Overall, there has been excellent planning and execution demonstrated across most entries; and it was evident that more research and measurement is being done to evaluate the projects," concludes Munslow.
This year the 32 judges spent a cumulative total of approximately 800 hours judging the entries - the equivalent of 100 workdays.
"Those consultancies, corporates and NGOs who won awards this year can be justifiably proud of their achievements," says Bridget von Holdt, convenor of the awards. "They continue to set the benchmark for excellence in public relations and communications."
In response to queries as to why Gold, Silver and Bronze awards were not made in all categories, Watson advises that these are not always awarded. There are specific scores for Gold, Silver and Bronze Awards: Gold is 79% and above; Silver is 69% and above and Bronze is 59% and above. Watson likens this to earning a distinction in an exam - there is no set number of distinctions to be awarded and only those who qualify will receive one.
