CIPR

Below are the Scotland PRide Awards results for 2011. You can also purchase photos from the Scotland PRide event.

Corporate and Business Communications

Gold winner

• Weber Shandwick Scotland
  Definitely Mabey
  
  The brief and objectives required that the company be positioned in a completely new market, which posed a big challenge. The tactics were entirely appropriate for a campaign which had strong political overtones. The outcomes were impressive compared to the relatively modest budget given the size of the potential and the national significance of the exercise.

Silver Winner

• Scottish Enterprise
  SDI: a modern Scottish success story

Finalists

• Scottish Enterprise
  Delivering Results
• The BIG Partnership
  ITF - going global with oil and gas technology
• The Edrington Group
  Celebrating Perth 800: The making of The Grouse Statue

Not-for-Profit

Gold Winner

• Smarts
  'Get Oan Yer Bike!' - How Smarts got Scots to Pedal for Scotland
  
  The campaign was conducted on a relatively small budget and achieved some good outcomes with increased participation. The strategy of engaging all parties was a good one and the use of the media through active support was good. The objectives are part of a long term ongoing campaign. Particularly interesting was the audience segmentation and an acknowledgement that different messages are required for different groups.
  
  Not-for-Profit: Smarts

Silver Winner

• The BIG Partnership with EuroChampsChallenge
  The 7,000-mile Road to Wembley

Finalists

• The Prostate Cancer Charity Scotland
  Prostate Cancer Awareness Month 2011
• Weber Shandwick Scotland
  Switching Scotland on to Digital Television

Internal Communications

Gold winner

• NHS Greater Glasgow and Clyde
  Putting the PRide back into nursing
  
  This was a difficult campaign, executed on a minimal budget with active participation from a difficult public who may not generally see the relevance of PR campaigns. The outcomes are impressive and the strategy seems to have been particularly well thought out. It is good to see the engagement of a profession which is undergoing a pay freeze. The results are demonstrated by increased levels of entry in the new award.
  
  Internal Communications: NHS Greater Glasgow and Clyde

Silver winner

• The City of Edinburgh Council
  Modernising Pay campaign

Finalist

• Scottish Water
  The Scottish Water Vision

Crisis Communications

Gold Winner

• Falkirk Council
  Snow:Up To Our Thighs In It
  
  This campaign was part of the day to day workings of the town council and as such, the level of preparedness was impressive. The use of all available media must also to be acknowledged and the generally positive reaction to what is an unavoidable but unpredictable situation. The reach of this campaign in crisis communication presented a huge challenge as all the residents had to be kept informed at all times.
  
  Crisis Communications: Falkirk Council

Silver Winner

• Grayling Scotland
  H1N1 in the food chain

Finalists

• Scottish Water
  Scottish Water - Big Freeze
• The BIG Partnership
  Loganair beats the ash cloud chaos

Community Relations

Gold winner

• Golley Slater Scotland
  The Big Lunch Scotland
  
  This campaign was a bold attempt to raise awareness of a southern concept to Scotland. The increase in participation of 200% is impressive. While the budget was not inconsiderable, the level of outputs and the rise in engagement of the community was considerable. Working with the 'foodie' public no doubt also helped.
  
  Community Relations - Golley Slater Scotland

Silver winner

• Network Rail and Grayling Scotland
  The Airdrie-Bathgate Rail Link

Finalists

• NHS Greater Glasgow and Clyde
  Glas-Goals
• Scottish Water Corporate Communications
  Drought Community Relations
• Tricker PR
  The Big Green Challenge
• Weber Shandwick Scotland
  The White House - Craigmillar's Heartbeat

Public Sector

Gold winner

• Weber Shandwick Scotland
  Arria
  
  This campaign was an excellent original concept, supported by a strong strategy and delivery. This campaign stood out for its imagination and the well-managed and executed strategy. A great campaign to deserved to win this award.

Silver winner

• Scottish Enterprise
  Delivering Results

Finalists

• Golley Slater Scotland
  Scottish Government recycling campaign
• Scottish Enterprise
  Scotland's Green Economy
• The BIG Partnership
  Scotland's Census 2011
• Weber Shandwick Scotland
  New Year, New You -Time to Kick the Habit

Best Campaign £10,000 and Under

Gold winner

• The PR Company
  The Art Roch Edinburgh International Haggis Championship
  
  An excellent creative idea, which was well executed. It delivered exceptional results, particularly in light of the extremely tight budget, and helped the client to stand out from a crowded and competitive marketplace whilst fulfilling several other key objectives. The campaign was so successful that the client wants to repeat next year, and the judges were not surprised by this.
  
  Best campaign £10,000 and under: The PR Company

Silver winner

• CM Porter Novelli
  Camera Obscura & World of Illusions: Communicating With Smoke and Mirrors

Finalists

• Macphie of Glenbervie
  Breaking the (Pudding) Mould
• Smarts
  Doggie donors saving lives
• Stripe Communications
  Fort William Mountain Bike World Cup 2011
• Student Loans Company
  Stop Scammers Stealing Loans
• Tricker PR
  Scotland's Dolphin Coast

Consumer Relations

Gold winner

• Stripe Communications
  Sourz - Give It Some...Summer
  
  This is a very highly contested category, but this campaign pipped the others to the post with a more original strategy and effective delivery than the competition. It also excelled in terms of the measurability of the campaign outcomes.
  
  Consumer relations: Stripe Communications

Silver winner

• The BIG Partnership
  Novus Leisure -The launch of Glasgow's biggest house party, Mansion House

Finalists

• East Coast Trains
  Flying Scotsman
• Holyrood Partnership
  Divino Enoteca - New wine venue lives up to Grape Expectations
• Tricker PR
  Royal Deeside and The Cairngorms

Best Use of Media Relations

Gold winner

• Weber Shandwick Scotland
  Arria
  
  Innovating and brave this campaign is an excellent demonstration of the importance of "a great idea." Flawlessly executed it resulted in blanket national and local media coverage; this campaign was a stand out winner.

Silver winner

• Grayling Scotland & Edinburgh Napier University
  One for the road: selling biofuel against the odds

Finalists

• Material_UK
  Tennent's Flash Football
• Student Loans Company
  Launch of 2011/12 student finance application processes
• The PR Company
  Art Roch Edinburgh International Haggis Championship

Integrated Communications

Gold winner

• Weber Shandwick Scotland
  And a thread runs through it...
  
  This campaign gave the Scottish Textiles body a truly global voice with a series of standout campaign ideas. Great events, delivered globally, the publishing of a magazine, advertising and social media all combined to help this campaign deliver great results.

Intergrated Communications: Weber Shandwick Scotland

Silver Winner

• The BIG Partnership, Frame and MEC Global for Maxxium UK
  The Famous Grouse Famous 100 campaign

Finalists

• 3x1 Public Relations
  Water on the Web
• Business Stream
  Winter warmer: the protect your pipes campaign
• Real PR, Dynam & the Scottish Information Commissioner
  Freedom of Information: It's In Your Hands
• The BIG Partnership
  Novus Leisure -Launching Glasgow's biggest house party, Mansion House
• VisitScotland
  Scotland's Year of Food and Drink

Best Use of Social Media

Gold winner

• Weber Shandwick and Isle of Jura
  A Taste of Island Life Online
  
  This was a brilliantly executed social media campaign with truly global reach. It didn't just use Facebook and Twiiter news feeds. Great partnerships, an innovative photography competition, QR code campaigns and creative content mini-campaigns meant this campaign was a very worthy winner.

Silver Winner

• Holyrood Partnership
  A Serving of Social Media

Finalist

• Student Loans Company
  Student Finance England Social Media

Best Use of Photography or Design

Gold winner

• Weber Shandwick Scotland
  Creative Couture...Captured on Camera
  
  This campaign combined stand-out fashion photography with a quirky back-to-the-farm take on promoting natural wool. From Scotland to London and New York the campaign used striking imagery to capture attention and get the client in front of the people who can make a difference to the businesses it represents. A great example of effective used of creative photography.

Best Use of Photography or Design: Weber Shandwick Scotland

Silver Winner

• Falkirk Council
  Take The Right Route

Finalist

• Tricker PR
  Royal Deeside Larder Food Events

External Newspaper or Magazine

Gold winner

• Glasgow Housing Association
  The Key: GHA's magazine for tenants
  
  In a highly competitive category, The Key proved to be a winner as a valuable source of information to its many thousands of tenants. Tenant focused, and sympathetic to the needs of its audience, the magazine uses real life case studies to drive behaviour change. It is easy to read and bright and lively. The crossword was a nice juxtaposition of fun against the important messages of the magazine.
  
  External newspaper or magazine: The Key Book

Silver winner

• Tricker PR
  Deelicious

Finalists

• Midlothian Council
  Midlothian News
• Weber Shandwick Scotland
  MŌDH Magazine - A Textiles Scotland Publication

Internal Newspaper or Magazine

Gold winner

• Glasgow Housing Association
  YourNews: Giving a voice to GHA staff
  
  This submission demonstrated the cohesion that a successful internal communications publication can achieve in a complex organization. The magazine is attractively designed and thanks to its focus on including staff in the production, delivers on its objective of being a genuine voice for and from employees. It represents impressive value for money given the strength of results and quality of photography and design.
  
  Internal Newspaper or magazine: Glasgow Housing Association

Silver winner

• Business Stream
  The BPR & finance update

Finalist

• Scottish Ambulance Service
  Response, Scottish Ambulance Service Staff Magazine

Best Website or Microsite

Gold winner

• Weber Shandwick Scotland
  ScotlandVotes: Predicting the 2011 Election
  
  Weber Shandwick Scotland started with a bold objective- to become the authority on the Scottish elections. With this highly usable website and supportive media campaign which saw their team grab hold of the issue, they've succeeded admirably. The interactivity of the website gave it the feel of an online version of Peter Snow's infamous 'swingometer'. The involvement of politicians and respected bloggers gave the site much-needed gravitas.

Best Website or Microsite: Weber Shandwick Scotland

Silver winner

• Historic Scotland
  Stirling Castle Website

Finalists

• Business Stream
  Turning on the tap to a flood of conversions
• Pagoda Public Relations
  Social Work Changes Lives - The Social Work Challenge

Best Event

Gold winner

• Material_UK
  Tennent's Flash Football
  
  This was a creative, high impact event which delivered impressive results against its objectives. Well-planned and executed, the event demonstrated the client's commitment to its new sponsorships in a visual and engaging way, involving players and fans – even recruiting their own 'passing old lady'. Excellent work with the media ensured substantial coverage for the client.
  
  Best Event: Material_UK

Silver Winner

• Pagoda PR
  Mitsubishi to invest up to £100m: Snow, sake and the Scottish Samurai

Finalist

• Scottish Water
  Scottish Water Vision Awards

Outstanding Young Communicator

Gold winner

• Laura Berry
  Holyrood Partnership
  
  Spotlighting exuberant, creative talent like Laura Berry is exactly what this award was set up to do.
  Laura successfully devises and delivers truly integrated campaigns using traditional and social media channels to deliver results. She works with her clients to really understand their needs before tailoring activity to agreed deliverables and business objectives. Laura has demonstrated her ability to implement creative campaigns with huge impact. Within such a short time, Laura has achieved tremendous success. Using an initial four-week college placement as her springboard she applied herself to learning fast and has recently been promoted to account manager – en route to reach her high ambitions within the industry.
  
  Outstanding Young Communicator - Laura Berry

Finalists

• Debbie Standen ACIPR
  CM Porter Novelli
• Stephen McLean ACIPR
  Midlothian Council
• Breea Keenan ACIPR
  Student Loans Company
• Mary McGarrie MCIPR
  VisitScotland

Outstanding Small Consultancy

Gold winner

• Wave PR
  Give us a Wave
  
  This team has effectively exceeded annual growth targets despite challenging market conditions. Their strategy of working with a network of expert partners has worked well for them. The campaign to support whiskey as a viable and lucrative investment opportunity delivered clear measureable results and earned powerful endorsement from the client. This is an impressive entry demonstrating that a focus on creativity and a competitive offer has really worked!
  
  Outstanding Small Consultancy: Wave PR

Silver Winner

• Bread Public Relations
  Bread PR: Fresh Advantage

Outstanding In-House Public Relations Team

Gold winner

• Scottish Enterprise
  
  This entry clearly demonstrated the new ways of working adopted by the team following major restructure. The team strategy and guiding principles ensured a real focus on activities that would have the greatest impact on Scottish Enterprise's reputation. The results speak for themselves and the team has clearly successfully changed focus. The launch of the online media centre was a smart way of managing media and stakeholder relationships more effectively. The team spirit is strong and their reputation both internally and with the media is excellent.
  
  Outstanding In-House Public Relations Team: Scottish Enterprise

Silver winner

• VisitScotland

Finalist

• University of Edinburgh

Outstanding Public Relations Consultancy

Gold winner

• Weber Shandwick Scotland
  
  This was a very impressive review of growth and improved business performance through a focus on excellence in client service, creativity and innovation. The team has successfully aligned their business model with market opportunities – digital, international and 'Growing Ideas'. The new products and services offered are impressive as is the people development strategy. The campaign example for Textiles Scotland was creative and delivered exceptional results on a modest budget.

Silver winner

• 3x1 Public Relations

Finalists

• Pagoda PR
• Stripe Communications
• The BIG Partnership

Public Affairs

Gold winner

• Midlothian Council
  Midlothian Snowsports Centre at Hillend
  
  A public affairs campaign with real local flavour and a great ultimate result.
  
  Public Affairs: Midlothian Council

Silver winner

• Weber Shandwick Scotland
  ScotlandVotes: Predicting the 2011 Election

Publication

Gold winner

• VisitScotland
  Literary Scotland - A Traveller's Guide
  
  This is an attractive publication based on a fascinating theme that is likely to engage the interest of a wide audience. Through clever navigational tools it ensured that the reader was led to many different parts of Scotland, not just the usual hotspots. Involving the university was a sound decision that made the publication credible, as well as accessible and ensured the quality of its content. The care taken over this very cost-effective project has produced a reference document that can, and probably will, be used for years to come.
  
  Publication: VisitScotland

Silver winner

• Robert Wiseman Dairies
  Annual Report 2011

Finalists

• Falkirk Council
  Green Dog Walkers
• National Museums Scotland
  Review 2010
• Weber Shandwick Design
  UNITAID Annual Report 2009

Scottish Public Sector Team of the Year

Gold winner

• Scottish Enterprise
  Enterprise. Delivered.
  
  With a backdrop of media scrutiny the team delivered excellent results with a more focused and targeted approach. Delivered impressive results and a number of noteworthy campaigns.
  
  Scottish Public Sector team of the year: Scottish Enterprise

Silver Winner

• Scottish Government
  The Smarter Communications Team

Finalists

• Glasgow Housing Association
  GHA's PR and Marketing Services Team: we're the talk of the town!
• Grampian Police
  Grampian Police Corporate Communications Department

Communicator of the Year

• Louise MacDonald MCIPR
  
  Louise is a very worthy winner of the CIPR Communicator of the year award. She has personally achieved, what we as a profession aspire to achieve – access to the highest levels of organisational decision making – she beat off 80 other candidates in 2008 when she moved from her communications role to become CE of Young Scot.
  In this role she has made sure that public relations means much more than media relations - she has developed strong relationships for her organisation with a number of diverse of stakeholders – ranging from Scotland's teenagers to members of Scotland' Parliament all of whom recognise the sincerity and intelligence of the approach.
  Under Louise's leadership, Young Scot has empowered our young people to find their voice and express their needs and has inspired key decision makers to listen to them.
  Louise's team make exemplary use of social media tools to engage with their target audiences, operating at the vanguard of our industry's latest communications techniques.
  And if that isn't enough, Louise, one of the early pioneers in studying the CIPR Postgraduate Diploma in Scotland, is also a member of Scotland's 2020 Climate Group ,board member at Scottish Children's Reporter Administration, the Money Advice Service and of the Association of Chief Officers of Scottish Voluntary Organizations.
  Finally if you need any further evidence as to why Louise is our communicator of the year – we recommend that you read comments people have made on her Linked-in page to appreciate her leadership skills and fantastic personal qualities.

Best use of measurement and evaluation

Winner

• Weber Shandwick Scotland
  Definitely Mabey
  
  Looking through all the campaign entries - there were four that stand out - and all from Weber Shandwick Scotland. This is an agency that seemed to take measurement and evaluation seriously by really measuring outcomes and linking back to the client objectives. For this reason the winner is....Definitely Maybe: Weber Shandwick Scotland.