Top Tips from the Judges

What Makes a Winning Entry

Hear from a selection of our judges below about what makes a winning entry. This includes what judges are looking for, why people should enter, what winning means and what award wins mean for clients. If you would like further hints and tips please download our Guide to Entering the PRmoment Awards here.

Why you should enter – Agency
Why you should enter – In-House


Important Top Tips:

  • Pay attention to the word counts. Judges will have to read approximately 30 entries, so you  need to summarise why you deserve to win in as shorter form as you can.
  • Feel free to use pictures and graphs to illustrate your success.
  • Make sure you don’t get your numbers wrong, the judges will check!
  • Remember to demonstrate why you were creative and how the work you have entered hit its objectives.


What are the PRmoment Awards judges looking for in a winning entry?

How do you identify the best work to enter The PRmoment Awards?


“I will be looking for creative, original and cost-effective ideas that have generated genuine earned coverage. News editorial always impresses as does a story that runs across a variety of media formats, including social.” – Graham Biggs, Communications Director, BMW Group

“An award-winning entry isn’t just about hitting KPIs, it’s about pushing our industry forward, breaking new ground and building new things. There are plenty of successful campaigns around, but it’s the significant ones that have the lasting impact. ” – Alex Myers, Founder & CEO, Manifest

“I’m looking for an idea that makes me so pissed off it wasn’t mine I have no alternative but to go home and nail a bottle of Drambuie.” – Joe Sinclair, Founder, Creative Director, The Romans

“I feel like a stuck record but if your results are outputs not outcomes and aren’t linked to your original objectives, it just can’t win, however creative. Think about how you could go for some of the less mainstream categories – competition is really stiff for the headliners. Campaigns where the core idea is so simple but so creative that it makes your spine tingle – that’s what I’m looking for. When it comes to coverage, remember that simply listing how much or how prestigious the pile was isn’t the same as delivering measurable change.” – Ali Gee, Deputy CEO & Senior Partner, FleishmanHillard Fishburn

“Personally, a winning entry is all about the idea.  So I like to see clear evidence of where the creative spark originated from and then how it was then built into a communications platform.  And then of course, how it played out for the brand and moved the dial.  The perfect award entry will do all that for me in a clear, concise and interesting way.” – Graham Goodkind, Founder and Chairman, Frank

“Award winning campaigns should be about storytelling. Make your entry stand out by grabbing the attention of the judges. Measurement is paramount and shouldn’t be an afterthought. Focus on outcomes, not outputs, and ensure these are linked to the campaign objectives. Compel the judges to wish they came up with that idea or wish they worked with you. That’s a winning entry.” – Claire Foster, Deputy Head of News, Direct Line Group

“An entry really only ‘sings’ when the programme objectives and results are intertwined. In most categories a successful programme doesn’t have to be mind mindbogglingly strategic, wildly creative or executed to perfection. The bar is much higher than that: it has to deliver the results it promised.” – Richard Fogg, CEO, CCGroup

“First and foremost the evaluation has to clearly demonstrate that the campaign objectives were met. After that I’m looking for innovative approaches and the application of relevant creativity. I’m also partial to a tactical programme that is structured and simple.” – Richard Houghton, Agency Doctor

“A real winning entry needs cut-through created from a human truth or insight. Nirvana is a truly integrated campaign – that means a 360 PESO approach. Proof of engagement is key. The holy grail is evidence of an uplift in sales or an uplift in brand search or brand love. I’d award that!” – Daisy Hawker Wallace, Head of PR, Virgin Trains