Judging Criteria

Bulldog Stars of PR Awards Judging Criteria

Judges are looking for detailed information describing the following aspects of your campaign. Please submit a synopsis to each of the 5 questions below. Each answer should contain a maximum of 300 words. They are scored for a total of 40 possible points. Additionally, please ensure that you follow the guidelines laid out in the category descriptions, the judges will be looking for those elements in your submission.

These qualities and accomplishments can be from the past year or cumulative over a career. Supporting documents (videos, URLs) can be used to augment written answers in each section.

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Judging Criteria – Individual categories

Professional Leadership and Contribution (Score out of 10)

Look for a demonstration of leadership in the industry and in their organisation.  How has he or she set high standards for innovation, hard work and determination and inspired others to higher achievement?  We’re looking for thought leaders who share their knowledge and skills through speaking opportunities (webinars, conferences). List any professional accreditation, recognition, or relevant achievements. (For team – either individual or group contributions can be considered).

Breakthrough Communications Approaches (Score out of 10)

Describe innovative strategies, creative approaches or tactics that were flawlessly executed in the past year.  We’re looking for someone who experiments with new approaches, measures results, and constantly works to improve their craft. Include specific examples of approaches/ tactics.

Demonstration of Integrity (Score out of 10)

How has this person demonstrated integrity—a commitment to honesty, authenticity, and transparency—even under difficult situations?  We’re looking for people who by their works improve the reputation of the profession and promote integrity and honesty within their organisation (or with clients). Include examples of campaigns, crisis management or pro-bono work that demonstrate these qualities.

Results Achieved (Score out of 10)

Describe the extraordinary achievements over the past year to the industry, their organisation (or clients) and to the PR practice in general. We’re looking for quantitative proof of the ROI or value that their PR activities delivered (not AVEs) or how they contributed to achievement of organisational objectives (including revenue, sales, awareness).

Judging Criteria – Agency categories

Firm Positioning (Score out of 10)

Describe your unique value proposition and agency mission. Judged on the distinctiveness of the firm’s positioning—how clear and unique is the agency offerings and value compared to others in the industry?

Client Growth & Retention (Score out of 10)

Provide a summary of agency revenue, client retention and growth numbers for the past fiscal year.  We are looking for agencies that are growing revenue from existing accounts, as well as expanding their client base.  We’re looking for impressive revenue and account growth trends, high client retention rates and for an agency that excels in building long-term, progressive relationships. Submissions must include annual agency revenue (client fees, excluding advertising markup) and number of clients. This data is confidential – Do not share or keep files on your computer. Shred hard copies when done.

Work Environment (Score out of 10)  *NOTE: for sole practitioner category, score as 10 as it’s not applicable.

Describe your agency’s work culture and any innovative HR practices, employee development or benefit programs that you have. We’re looking for an agency with low employee turnover, that invests in the well-being and personal development of their employees. Explain how your culture and work environment leads to greater client success and satisfaction.

Results Achieved (Score out of 10)

Describe your major achievements. Please include specific examples where you generated measurable and quantitative results for clients (preferably not AVEs) or helped them prove the value of PR’s efforts to the organization.

Supporting Documents

You will be able to upload up to five additional documents to your submission. We encourage you to include press releases, design concepts, videos/photos and other multimedia, analytics, testimonials and anything else you feel will give us a better sense of you/your agency and your work. If you mention collateral material in your submission, please attach a copy or photo of the collateral as a supporting document. You can also include additional information in your supporting information. Proprietary or internal information can also be attached and will not be shared with the public. 

Judges tend to value well-written entries that are long on facts and short on fluff; that come close to the word-limit for their categories (i.e. that aren’t perceived as being too short); and that are supported by attachments such as a link to a corporate website, press clippings, work samples, etc. 


Our parent company has posted a few articles regarding best practices/tips for award entries. Check them out here!


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