Public relations communications differ from journalism in terms of purpose. They must be newsworthy or of value in their own right, and in the agricultural world they must also be technically credible.
However, to be effective, they must also create a desired response within a specific audience—for example, increase informed decision-making, stimulate sales or drive engagement in a new activity.
The skill involved in PR communications was very much promoted by Mike Evans, founder of Agrafax/Mistral, one of the predominant agricultural communications consultancies throughout the 80s, 90s and beyond. For that reason, this award is being given in Mike’s memory and is kindly sponsored by Oxtale Specialist Communications.
The Mike Evans Award for PR Communications is now open to all PR professionals who work in or with the agricultural sector and carries a £250 prize.
The award celebrates agricultural communicators who can demonstrate a clear and strategic aim for their clients, then deliver this in a submitted item of communication.
The communication is most likely to be a written press release or article but could also be a briefing pitch or an item of broadcast or other digital media.
Entries for the award are judged on how well the content creator i) delivers newsworthiness or topical interest despite the PR purpose of the piece; ii) maintains technical accuracy and credibility; iii) exhibits conciseness and consistency of quality, clarity and style throughout the communication; iv) delivers on a stated PR purpose for the items in terms of the approach and content; and v) can demonstrate an outcome for the item in terms of its publication or broadcast and any change in the understanding or actions of an identified target audience.
Please submit your article or other piece of media using this form: Mike Evans Award for PR Communications
All items submitted should be capable of being reviewed within 20 minutes of reading, watching or listening time.
