CIPR

Below are the Yorkshire and Lincolnshire PRide Awards results for 2011.

You can also purchase photos from the Yorkshire and Lincolnshire PRide event. Password is CIPR1711.

Corporate and Business Communications

Gold winner

• The Right Agency
  Helping Glen Dimplex Home Appliances Fly the Flag for UK Manufacturing
  
  At the heart of this winning campaign was a clear strategic focus, a defined timeline and absolute clarity on the key influencers to be engaged. The delivery was a superb blend of creativity and hard graft, ensuring it spanned multiple platforms while always remaining coherent. The results were outstanding, exceeding all the original objectives – delivering real business growth, extensive and positive media coverage and creating valuable, long-lasting partnerships.
  
  Corporate and Business Communications: The Right Agency

Silver winner

• Source Marketing Communications
  Putting fast-fit Salamandre trunking in pole position

Finalists

• Asda
  Asda Income Tracker
• Grayling North
  Building St. Modwen's Reputation in Yorkshire and the North East
• Pelican PR
  Making a cool profit

Not-for-Profit

Gold winner

• Hatch Communications
  Rabbit Awareness Week
  
  This was one of the few submissions in any category to have such clearly benchmarked expectations, built around improving on the results from previous campaigns. This campaign not only built on and matched what had come before – it exceeded all expectations. The results were superb - and were demonstrated on multiple metrics across multiple platforms and channels. The cohesion of the entire campaign is evident in the results, whether looking at the depth of coverage, the website traffic or the actions taken by the target audience. This campaign exceeded every objective set.
  
  Not-for-profit: Hatch Communications

Silver winner

• Sheffield Hallam University
  Communicating fees

Finalists

• Bluestorm
  Dove House Hospice - Who cares wins
• Golley Slater North
  The Big Lunch 2011
• NHS Blood and Transplant
  National Blood Week
• OnTrack PR
  Chelsea Flower Show - Doncaster Deaf Trust

Internal Communications

Gold winner

• Department for Work and Pensions
  Information Security Campaign (Phase 3)
  
  This gold winning campaign was outstanding on several counts. The strategy was focused and simply stated. The tactics were carefully planned, research-based, innovative and well tailored exactly to the audience. The use of video, competitions and crowd-sourcing of the main campaign character all drove engagement across online and offline channels This campaign was extremely well measure across carefully though-out criteria and was a demonstrable success on all of the clear metrics. It has also created a valuable ongoing piece of internal communication collateral and excellent practice.
  
  Internal Communications: Department for Work and Pensions

Silver winner

• Ventura
  Opinion Matters

Finalists

• East Coast Trains
  Welcome To East Coast
• Yorkshire Water
  Starting the Conversation

Crisis Communications

Gold winner

• Yorkshire Water
  The Big Freeze
  
  In this submission, the entrant included an excellent graphic to illuminate the scale of the problems and challenges faced. Undaunted, the entrant went about ensuring success by clearly identifying the main audiences, the main communication channels to reach them and the well-thought out messages to deliver. What is absolutely evident is that this entrant knows the power of measurement – it was impressive to see so many metrics being tracked. When looked at as a whole, it is clear this is a model case study of how a modern crisis communication campaign can reach so many people via multiple channels.
  
  Crisis Communications: Yorkshire Water

Silver winner

• Northern Rail
  RMT Conductors Strike December 2010

Finalists

• East Coast Trains
  Keeping the country moving in the December 2010 Big Freeze
• HR Media
  Forging Ahead - Sheffield Forgemasters International
• South Yorkshire Fire & Rescue
  Snow of the century

Community Relations

Gold winner

• Dragonfly Public Relations
  One Town One Community Public Relations campaign
  
  This fine campaign demonstrated the positive power of public relations to strengthen and benefit entire communities. Far-sighted planning and focused delivery ensured minorities which often feel ignored or overlooked were given a powerful voice. The campaign also helped bring together a disparate group of partners, giving them an ideal platform for working together positively. Most impressive were the results – with an independent survey demonstrating how PR can help shift perceptions for the better for an entire town.
  
  Community Relations: Dragonfly Public Relations

Silver winner

• Golley Slater North
  The Big Lunch 2011

Public Sector

Gold winner

• Finn PR
  Knowsley Health & Wellbeing - Transforming Health and Wellbeing in Knowsley
  
  This campaign boasted a superb set of meticulously planned tactics. Not only were they creative and focused, but were carefully geared to mesh with the needs of a wide variety of other communications stakeholders. The result was to transform the client's media profile beyond recognition. The campaign was meticulously delivered with a clear focus on 'humanising' the work of the client and to make it relevant to all the stakeholder groups. The outcomes at every level are exemplary and the agency has shown an excellent grasp of the importance of measuring, particularly against clearly set objectives.
  
  Public Sector: Finn PR

Silver winner

• Lava
  SO Festival: Skegness - So Much More Than Donkeys And Doughnuts

Finalists

• Acceleris Marketing Communications
  NFA Awards 2011
• NHS North Yorkshire and York & Selby District Council
  The Selby Community Project

Best Campaign £10,000 and Under

Gold winner

• Finn PR
  Leeds Brewery's Crowd-Sourced Beer
  
  In so many categories this agency demonstrated the power of setting out clear, measurable objectives which any client would not only understand but buy into. Consistently the results were also excellent, the creativity was evident and the results were typically outstanding. This entry hit the mark on all of those counts, while also showing just what is possible even on the most modest PR budget.
  
  Best Campaign £10,000 and Under: Finn PR

Silver winner

• South Yorkshire Fire & Rescue
  Prepare Watch Switch

Finalists

• Approach PR
  A Reverend, A Rocket and a Record Attempt
• Finn PR
  CRC - Pay What You Think It's Worth
• Hatch Communications
  The UK's First Rabbit Grand National
• NHS North Yorkshire and York
  YorSexualHealth
• Pelican PR
  Singing goats hit the right notes
• Umpf
  Stoves: Made in Britain

Consumer Relations

Gold winner

• Umpf for GE
  The GE 'Royal Fridge': Global awareness from a £250 stunt
  
  Impressively simple, uncluttered and focused campaign which delivered frankly astonishing results. In this case the gob smacking volume of positive media coverage and social media buzz was generated on a near non-existent budget.
  
  Consumer Relations: Umpf for GE

Silver winner

• Finn PR
  Baxters' Best Boxing Day

Finalists

• Acceleris Marketing Communications
  The Launch of Kirstie & Phil's House Hunter App
• Lucre
  Cards for a Cure 2011
• MCG PR
  Weight Watchers Pots of Flavour

Best Use of Media Relations

Gold winner

• Finn PR
  Holland's Pies – Maintaining and Building Brand Equity in the North West
  
  Having been tasked with generating media coverage at a time of year when sales often fall, Finn PR tied in Valentine's Day and British Pie week. Impressive print coverage particularly for 'Aphro-piety', combined with exposure via other media channel gave impressive coverage reached figures. The campaign was executive timely and precisely on a fairly limited budget.
  
  Best use of Media Relations: Finn PR

Silver winner

• Umpf for MyJobGroup.co.uk
  Social 'Notworking'

Finalists

• Acceleris Marketing Communications
  The Launch of Kirstie & Phil's House Hunter App
• Hatch Communications
  Rabbit Awareness Week 2011
• Sheffield Hallam University
  Sheffield Hallam students at the Commonwealth Games
• Umpf
  Stoves: Made in Britain
• Yorkshire Water
  Creating Europe's best beaches and bathing waters...in Yorkshire

Integrated Communications

Gold winner

• Yorkshire Water
  'Ow Much?
  
  By making the message simple and easily understandable this campaign was able to deliver real results for the client. Clever use of a mix of online channels to support more traditional means offered an ideal way to engage with customers and impact positively on their opinions. A well thought out and well executed campaign all round.
  
  Integrated Communications: Yorkshire Water

Silver winner

• NHS North Yorkshire and York
  No more Niggles Men & Pharmacy

Finalists

• Bluestorm
  Hornsea Freeport - Fanning the phoenix's flames
• Finn PR
  Baxters' Best Boxing Day
• South Yorkshire Fire & Rescue
  Saving lives at Christmas

Best Use of Social Media

Gold winner

• Umpf
  Tweet Pie; The World's Shortest Recipe Book
  
  This was clearly an engaging campaign that stood out for its imaginative approach to client's brief and harnessing the power of social media. Its clever approach and ability to take the campaign beyond a mere stunt were just two of the reasons this campaign stood out for the judges.
  
  Best Use of Social Media: Umpf

Silver winner

• Finn PR
  Morphy Richards - 'Home of the House Proud'

Finalists

• Approach PR
  A Reverend, A Rocket and a Record Attempt
• Northern Lights PR
  Filling the gap for no-nonsense social media for business
• Public with Merchant Gourmet
  Taking Merchant Gourmet to the Social Media Masses
• Umpf for Health365.com
  "The World's First Ouch Map"

Best Use of Photography or Design

Gold winner

• MCG PR
  Damart Looking Good
  
  The judges felt that this was a very good campaign. It was a simple idea but highly creative and relevant. Using the students from the London School of Fashion was a great way to ensure the photography was attracting the younger female target audience required (even the photographer was a post-grad student from the college). The images delivered some fantastic outcomes, including providing excellent value for money in terms of budget.
  
  Best Use of Photography or Design: MCG PR

External Newspaper or Magazine

Gold winner

• East Lindsey District Council
  East Lindsey Messenger
  
  A well presented, clear and informative entry by East Lindsey. Focusing purely on service, it has successfully created a platform for their community to report on local activity, giving their audience a greater understanding of East Lindsey issues and challenges. A strong entry indeed.
  
  External Newspaper or Magazine: East Lindsey District Council

Silver winner

• KC
  Right Here – KC in the Community newsletter

Finalists

• Bloom PR
  Exchange magazine - itching to help!
• Northern and scarlettabbott
  Northern

Internal Newspaper or Magazine

Gold winner

• Aviva and scarlettabbott
  Aviva Times
  
  The judges believed this was a well researched and lively publication that clearly met the company's objectives to join everyone together under one umbrella of Aviva UK. After completing research into the demographics of the new audience the result that is Aviva Times is a lively, engaging and accessible publication that covers all aspects of the brand's business, dealing with an all-manner of expert subjects but communicates them in plain English, so no matter which area of the business the reader works they will still understand what their colleagues do and where they fit into the bigger picture.
  
  Internal Newspaper or Magazine: Aviva and scarlettabbott

Silver winner

• Public with Netto
  Celebrating Spot On

Finalists

• East Coast Trains
  The Line
• McCain Foods GB and scarlettabbott
  Home Grown
• Northern Gas Networks and scarlettabbott
  Network News
• Pelican PR
  Scrapbook

Best Website or Microsite

Gold winner

• Grayling with New Media Boutique
  RFCA Yorkshire & the Humber's New Home Online
  
  The judges felt that the RFCA Yorkshire & The Humber's new website was a refreshing step change from where the brand had been previously. The new look had a clear strategy and objectives which were met within a tight budget. The new site also hits the marks with those that use is. Two of the main aims of the new website were to increase engagement and increase Google rankings. This new site totally outshone the other competitors in the category in this respect delivering some outstanding search results, as well as revising the copy to make it much more of an informative read that now ensures over half of all members regularly log onto and engage with the site.
  
  Best website or Microsite: Grayling with New Media Boutique

Silver winner

• Yorkshire Water
  Surfs up

Best Event

Gold winner

• Hatch Communications
  The Burgess Small Animal Show
  
  The judges felt that this event really outshone the others in the category because a really clear strategy and great creative ideas generated some excellent results. The objectives of the event was to increase visitor attendance and to maximise exhibitor attendance and the results speak for themselves with public attendance up 300% compared to the previous year making it the highest level of attendance in the show's 89 year history. Plus the exhibitor area was a 100% sell-out following Hatch's recommendation to broaden the nature of the exhibitors allowed to showcase their wares at the event, thereby stimulating wider consumer interest.
  
  Best Event: Hatch Communications

Silver winner

• Anita Morris Associates
  Gelato in July

Finalists

• East Coast Trains
  Welcome to East Coast managers' conference
• MK Things Happen
  Meadowhall Christmas Light Switch On

Outstanding Young Communicator

Gold winner

• Jonathan Priestley
  Umpf PR
  
  In an incredibly competitive category, Jonathan demonstrated all of the skills required to be an effective communicator. Strong presentation and organization skills, passion and enthusiasm, with a can-do attitude and proven successes across the PR range meant he was a standout winner for the Most Outstanding Young Communicator award 2011.
  
  Outstanding Young Communicator: Jonathan Priestley

Silver winner

• Chris Bennett
  Finn PR

Finalists

• Verity Hudson
  Approach PR
• Jo Newbould
  Asda
• Rachel Barker
  Cicada Communications
• Ashlea McConnell
  Irwin Mitchell
• Alex Trewhitt
  NHS North Yorkshire and York

Outstanding Small Consultancy

Gold winner

• iseepr
  
  The company has a very clear mission and focus on specialist niche technology PR. The business objectives are clear and achievements to date are impressive. The commitment to best practice, CIPR, client service and staff mentoring and development is in line with some of the largest leading consultancies. All very impressive!
  
  Outstanding Small Consultancy: iseepr

Silver winner

• Lava

Finalists

• Anita Morris Associates
• Public
• Shooting Star PR
• Umpf

Outstanding In-House Public Relations Team

Gold winner

• Yorkshire Water
  Wa-ter Team
  
  The team's objectives are strongly aligned with the company vision within which they have the freedom to be creative in addressing stakeholder and media audiences. Performance is impressive with very clear measurement and evaluation of initiatives. The team clearly work well together and are recognised by internal and consumer audiences as well as influential media. Digital engagement was particularly impressive and the general strategic approach is innovative and refreshing.
  
  Outstanding In-House Public Relations Team: Yorkshire Water

Silver winner

• Welcome to Yorkshire
  Why everyone is suddenly talking about Yorkshire

Finalists

• ASDA Press Office
  It Asda be the best PR Team
• Doncaster Council
  Keep Calm and Carry On Doncaster

Outstanding Public Relations Consultancy

Gold winner

• Finn PR
  
  The agency demonstrated that it used innovative communications to drive business growth. The strong focus on achieving commercial results for clients is impressive and the culture they have fostered contributes to their success. The performance against business objectives and budget was outstanding and the introduction of robust measurements around fee income per head has driven client satisfaction and improved profitability. The campaign example for Baxters was creative and effective, working hard across many elements of the PR and marketing mix.
  
  Outstanding Public relations Consultancy: Finn PR

Silver winner

• Pelican PR

Finalists

• Hatch Communications
• MCG
• MK Things Happen
• Umpf

Publication

Gold winner

• Kelda Group
  Taking responsibility for the water environment for good
  
  The judges felt that this was an excellent publication that has been used to meet Kelda's key objectives and help drive closer working relationships with water policy makers within government. The clear and to the point objectives have been met with some fantastic results including face-to-face meetings with a number of Government and opposition ministers from local government to environment and have a comprehensive engagement plan in place to cover every local authority and Yorkshire MP within a 12 month period. As well as developing some close working relationships with key political and water policy makers a round table event delivered extensive coverage in national newspapers, The Times and The Daily Telegraph.
  
  Publication: Kelda Group

Silver winner

• R&R Ice Cream and scarlettabbott
  Scoop

Finalist

• Benenden Healthcare Society
  Benenden Healthcare Society Annual Report and Financial Statements 2010

Best use of Measurement and Evaluation

Gold winner

• Hatch Communications
  Rabbit Awareness Week
  
  The judges were impressed by the focus on clear evaluation throughout the submissions across all categories. It is evident many practitioners are moving away from AVEs and finding more fitting and bespoke methods to show value to their clients or employers. The winning entrant had measurability built in at every level. The campaign benefitted from a thorough, clear and well-explained brief, covering the aims and targets. The detailed objectives were SMART focused, simple and well communicated - helping ensure the campaign would have excellent communications at its absolute core. Moreover, this was one of the few submissions in any category to have such clearly benchmarked expectations - leaving the client in absolutely no doubt about what the campaign set out to achieve and what success would look like. The outcomes were demonstrated on multiple metrics across multiple platforms and channels. The cohesion of the entire campaign is evident in the transparency of the results on all the Key Performance Indicators (KPIs), particularly registrations, depth of coverage and website traffic. The campaign matched or exceeded every objective set - and what makes it even more impressive is that it was in the Not For Profit section.
  
  Best Use of Measurement and Evaluation: Hatch Communications

Communicator of the Year

• Victoria Tomlinson ACIPR
  CEO Northern Lights