Score Card

Criteria 1 – Strategic Creativity & Integration

1 to 5 Points

• Generic: Is the idea standard or derivative? Does it rely heavily on a single channel (e.g., just a press release) with no clear creative hook.
• Solid: Does it have a clear creative concept that is executed well across multiple channels? Is it groundbreaking?
• Distinguished: Is it a "Big Idea" that cuts through the noise? Demonstrates true integration (Paid, Earned, Shared, Owned) and offers a fresh, unexpected approach that is also highly feasible?

Criteria 2 – Core Competencies & Stakeholder Management

1 to 5 Points

Tactical: Does it demonstrate basic execution (writing, pitching) but lacks understanding of the wider business context or C-suite needs.

Proficient: Does it have strong engagement with media and internal stakeholders? Content is high-quality multimedia. Demonstrates a clear grasp of the client’s business goals.

Mastery: Does it seamlessly blend media relations with business strategy? Is there evidence of high-level C-suite advisory, crisis mitigation, and sophisticated multimedia storytelling?

Criteria 3 – Leadership and pushing the envelope

1 to 5 Points

Passive: The entrant followed a brief but did not challenge assumptions or innovate processes.

Active Leader: Managed client expectations well and led the team effectively. Took calculated risks to improve campaign performance.

Visionary: Redefined the standard for the client or agency. Showed courage in challenging the status quo, or pivoting strategy in real-time to achieve success.

Criteria 4 – Innovation: Identify 2 to 3 critical ways in which traditional PR no longer serves the modern newsroom (e.g., social first, speed, access to data, visual assets). Then, develop a mock PR campaign that solves these specific pain points to secure top-tier coverage."

• Understanding of the Brief ( See question 3 in the section B for the detailed brief)
• Objectives
• Does the campaign focus on the brief?

1 to 5 Points

This section will count separately towards the overall score and will play a role in case of a tie.

Criteria 5 – Measurable Impact

1 to 5 Points

• Vanity Metrics: Relies solely on "Reach," "Impressions," or "AVE" (Advertising Value Equivalency). No evidence of real engagement.
• Outcomes: Demonstrates clear audience engagement, share of voice, and message pull-through.
• Business Impact: Connects PR activity to behavioural change or business results (e.g., leads generated, stock price stability, policy change, reputation sentiment shift).

Score

Description

5

Outstanding – Fully meets, and even exceeds, the criteria

4-5

Impressive – Meets the criteria and is worthy of recognition

3-4

Good - Meets the criteria but perhaps not so exceptional

2-3

OK - Nothing special or impressive

1-2

Weak - Unimpressive