The PR Communication category awards the strategic and innovative use of Public Relations to drive coverage of a brand. Entries can include strategies showing innovative approaches to obtaining PR coverage through multiple media platforms.

Adele Paulsen, executive director of PRISA comments, “Public Relations plays an essential role in strategic brand communication and has become an integral part of the communication mix. The inclusion of the PR category at the Loeries highlights the importance of PR in marketing and its integration into media strategies. PR has become an increasingly crucial aspect of brand building and driving awareness, not only in the public eye but that of the media too.”

In 2011, the category proved a success in its first year, with one gold Loerie, one silver and four bronze statues being handover over at the ceremony in Cape Town. The Gold award went to M&C Saatchi Abel for their highly acclaimed ‘Fire the Chef’ campaign for Mr Delivery.

"We were very impressed with the calibre of entries with the introduction of the PR category last year and we expect to see some more great work again,” says Andrew Human, CEO of the Loeries. “PR is far more than simply sending out emails – there are many innovative and exciting ways that brands are utilising media relations to extend their coverage.”

To enter the PR Communication Campaign category, go to www.theloerieawards.co.za and submit your work by 31 May. Other category information, including tips on how to enter, is also available on the website.

Judging will take place at City Hall from 17 to 20 September in the week preceding the awards ceremonies in Cape Town. The awards will be held at the CTICC on 22 and 23 September.