PRCA and ICCO support EUPRERA Awards.

The International Communications Consultancy Organisation (ICCO) are thrilled to announce it will be sponsoring two of the European Public Relations Education and Research Association (EUPRERA) Awards.

The first being ‘Master Thesis Annual Award’ which honours and rewards Master Theses that make a significant professional/practical or academic contribution to the field of public relations in Europe. The second being ‘PhD Award for Excellent Doctoral Theses’ which is a bi-annual prize for excellent doctoral dissertation and awards academic excellence in the fields of public relations and communication management.   

Speaking on this exciting opportunity Francis Ingham, Chief Executive, ICCO, said: “ICCO is delighted to be sponsoring these two EUPRERA awards. EUPRERA’s contribution to our industry is enormous, and as part of the new relationship between our two organisations, it’s a pleasure to be able to support its work in this way.” 

Sue Wolstenholme, Managing Director, Ashley Public Relations Ltd, added: “The EUPRERA awards, for the internationally judged best PhD and Master thesis, are the most prestigious for students and professionals wanting to use research to extend their knowledge. The awards celebrate brilliant research and it is a mark of their commitment to professional development at the highest levels, that PRCA and ICCO have jointly become the sponsors for both these awards. It also confirms my confidence in the two organisations as bodies dedicated to the future for public relations and communication practitioners internationally.” 


About ICCO: 

The International Communications Consultancy Organisation (ICCO) is the voice of public relations consultancies around the world. The ICCO membership comprises national trade associations operating in 55 countries across the globe in Europe, Africa, Asia, the Middle East, the Americas and Australasia, as well as agencies and networks with an international agenda. Collectively, these associations represent over 2,500 PR firms. 

www.iccopr.com 


About EUPRERA: 

The European Public Relations Education and Research Association (EUPRERA) is an autonomous organisation with nearly 500 members from 40 countries interested in advancing academic research and knowledge in strategic communication. Several cross-national and comparative research and education projects are organised by affiliated universities. In order to spread new methodologies and research results, EUPRERA organises a highly regarded annual congress each autumn in collaboration with a selected university or college in Europe. 

www.euprera.eu

PRCA launches Diversity and Inclusion Guidelines with cross-industry support

The Public Relations and Communications Association (PRCA) has launched its Diversity and Inclusion Guidelines, the latest step in its work to improve the diversity of the PR and communications industry.

The comprehensive guidelines examine the current state of diversity in the industry, outline the business case for improving diversity, and offer clear and manageable steps to making the workplace more diverse and inclusive. Click here to take a look at the guidelines.

The recommendations in the report range from offering flexible working practices and reforming recruitment practices to make them more fair and transparent, to offering paid and structured internships and apprenticeships and monitoring diversity metrics. It also offers steps on how organisations can manage their diverse workforce. The report features case studies from leading organisations in the industry such as Cicero Group, Dynamo PR, Forster Communications, Golin, and The Taylor Bennett Foundation.

Francis Ingham MPRCA, PRCA Director General, said: “I am delighted to announce the launch of the Diversity and Inclusion Guidelines. The consensus in the industry is that diversity must improve and today we are providing the industry with clear steps to make that change. Businesses must address diversity as a key priority for their business to grow and ultimately for the industry to grow. We cannot perform our roles as communicators if we are not representative of the UK’s changing demographics.

“These guidelines prove that there are organisations in the industry that are doing exceptional work in this area but there is a great deal more that we can do. Our hope is that the PRCA Diversity and Inclusion Guidelines will encourage organisations to take the first steps to improve diversity.”

Sarah Hall MPRCA, CIPR President 2018, said: “The PRCA’s work on diversity and inclusivity takes the industry another step forward. Our State of the Profession research highlights the need for this work and we look forward to collaborating to drive real change.”

Sarah Stimson, CEO, Taylor Bennett Foundation, said: “We were thrilled that Taylor Bennett Foundation was selected as the PRCA’s Charity of the Year and this report is indicative of its wider commitment to diversity across the industry in all forms. It covers the issues comprehensively and gives practical guidance on addressing diversity in the PR workforce. We welcome it wholeheartedly.”

Pema Seely CMPRCA, Chairman, PRCA Diversity Network, said: “Bright young people want to work in modern and inclusive environments. Simply put, people want to come to work knowing that they will learn and develop. For me, diversity is a key part of that, otherwise we will have the same people, with the same ideas, and ultimately the same results.

“If we want to attract and retain the very best talent, it’s something we need to address urgently. In 2017, the PR and Communications Council committed to increasing diversity within the industry. These guidelines are a direct response to that. They will support PR practitioners with the practical steps and guidance to develop a more diverse workforce.”

This launch follows a pledge by the PR and Communications Council to improve diversity within the industry. This pledge was inspired by statistics in the PR Census 2016, which revealed that the industry is 91% white and 83% British. In addition, 64% of the industry is made up of women but the gender pay gap in 2016 was £9,111 in favour of men. Only 2% of PR and communications practitioners consider themselves to have a disability. These statistics highlighted the need for a collaborative, industry-led approach to tackle the problem.

The PRCA has always been committed to improving diversity within the PR and communications industry. The launch of the PR and Communications Census 2018 later this year will be another defining moment for diversity.

If you would like to get involved in the PRCA’s work on diversity, please contact Neha.Khatwani@prca.org.uk.

For the original article, click here.

Global public relations associations commit to enhancing public trust through ethics

Madrid, February 6th.

The current crisis in trust is diminishing the ability for institutions, governments and organisations to operate effectively in society. Fake news and an inappropiate use of automated communications in particular, erode trust and reputations in our institutions.

To counteract this and take a leading position on the global practice of public relations, several professional associations met in Madrid to explore possible enhancements to their codes of ethics that, as a whole, guide hundreds of thousands of professionals around the world.

Participants in this global discussion on codes of ethics agreed to explore ways to enhance and elevate public relations´ reputation as the guardian of trust through the enhancement of codes of ethics and an agreement on an overarching set of principles to guide the profession.

Through a collaborative effort, participants agreed to work on raising the standards for the public relations profession on a global scale.

A task force of the organizations involved will examine in detail the building blocks that currently exist in how practitioners should practice public relations. We believe there is value in having a single set of principles and behaviours that everyone can promote. This will not replace existing individual association codes but will provide an agreement on an overarching set of principles.

Participants recognize the need to launch a campaign around the importance of a trustworthy practice of public relations while also examining current codes.

 

Participants and representatives

International Communications Consultancy Organisation (ICCO) and Public Relations and Communications Association (PRCA). Francis Ingham, CEO and Director General, respectively.

International Association of Business Communicators (IABC). Dianne Chase, Inmediate Past Chair.

Public Relations Society of America (PRSA). Joe Truncale, CEO.

African Public Relations Association and Public Relations Institute of Ireland (APRA and PRII). Justin Green, Global Ambassador and Vicepresident, respectively.

Canadian Public Relations Society (CPRS). Sarah Hanel, President.

Asociación Española de Directivos de Comunicación (Dircom). Montserrat Tarrés, President.

Associaçao Portuguesa de Comunicaçao de Empresa (APCE), Paula Portugal, Managing Director.

Fundacom. Teresa Mañueco, Board Member.

European Public Relations Education and Research Association (EUPRERA). Ángeles Moreno, Executive Director.

Corporate Excellence. Ángel Alloza, CEO.

Richard Edelman, President and CEO Edelman Public Relations.

Global Alliance for Public Relations and Communication Management. José Manuel Velasco, Chair.

Jean Valin, founding member and Past Chair of the Global Alliance.

GWPR Deutschland Launches

We are delighted to welcome GWPR Deutschland to our growing global network.

On 16th January 2018 over 60 of Germany’s most senior communications professionals joined together in Munich to celebrate the launch of Germany’s very first female networking group for senior PR and Communications professionals.

The group is being led by Cornelia Kunze (formerly at Edelman and now an independent consultant) supported by three of Germany’s top professionals – Barbara Schaedler from E.ON, Sabia Schwarzer from Allianz and Monika Schaller from Deutsche Bank. They are joined by a further 10 senior women from leading German businesses and PR agencies – including Ogilvy, Edelman and Hering Schuppener.

GWPR Deutschland Founder Members

Commenting on their decision to launch GWPR Deutschland and the thinking behind the establishment of the first German group Cornelia Kunze had this to say:

“Compared to other professions there are a large number of  women working in communications. However, relatively few hold senior management positions. We want to change that. Our goal is to encourage women and help them to take leadership roles in our profession. We want to exchange views, strengthen and support each other and be mentors for young women developing their careers. We offer regular meetings and events and the opportunity for a personal exchange, cross-company discussions and mentoring.”

Incorporated in January 2018 as a non-profit association the group will be financed through membership fees and sponsorships. Women in communication professions with a minimum of ten years of professional experience can apply for full membership and those with of five years professional experience can apply to be associate members.

The Group, which is now actively recruiting members, has already put in place an impressive calendar of events for the year.

The celebration for the launch took place in Allianz’s stylish corporate offices in Munich. Included in the evenings event was a thought provoking debate on leadership – What is stopping women becoming leaders? Is it women themselves, or is it the working environment which prevents them?

GWPR Deutschland e.V. · Pelkovenstraße 147 · 80992 München globalwpr.com · events@globalwpr.de · @GWPRDeutschland

 

Author: Global Women in PR (GWPR).

Take part in the Global Communications Report Survey

We are pleased to announce that the USC Center for Public Relations’ 2018 Global Communications Survey is now live!

The third annual Global Communications Report (GCR), is presented in partnership with the AMEC, Global Alliance, ICCO, Institute for Public Relations, Arthur W. Page Society, PR Council, PRCA UK/MENA, PRSA, PRSSA, The Holmes Report, WorldCom Public Relations Group and Edelman.

Findings from the survey will inform the annual GCR which provides insight into what lies ahead for one of the world’s most dynamic professions and for the students entering the field. The results will be presented at the Kenneth Owler Smith Symposium at USC Annenberg on April 12, 2018, featuring keynote speaker Richard Edelman.

We appreciate your participation and encourage you to share the survey with your fellow PR and communications colleagues. Thank you for joining us in this important undertaking.

Click here to access the 2018 USC Global Communications Survey

The deadline for responses is Friday 9th February, 2018

ICCO Reveals 2017 Hall of Fame inductees

Five global industry leaders have been chosen to join the International Communications Consultancy Organisation’s (ICCO) International Hall of Fame.

Introduced in 2003, ICCO’s Hall of Fame represents an exclusive recognition of the exceptional progress its members have made towards the internationalisation of the public relations industry.

The inductees are Christopher Graves, President, Ogilvy Center for Behavioral Science; Renate Skoff, Co-Founder, The Skills Group; Madan Bahal, Managing Director, Adfactors PR; Maxim Behar, CEO, M3 Communications Group; Francis Ingham, Managing Director, PRCA and Chief Executive ICCO.

These people have enhanced the discipline and expanded the scope of public relations activity globally.

The group was inducted into the Hall of Fame following the official announcement at the ICCO Global Awards 2017 at the Andaz London Liverpool Street Hotel in London.

Elise Mitchell, President, ICCO, said: “The ICCO Hall of Fame recognises a very select group of professionals who have made exceptional contributions to the public relations industry and the larger business community. These individuals are game-changers who have made a real impact through their leadership, innovative thinking and business success. We are delighted to recognise their professional accomplishments with this honour and are grateful for their contributions.”

The International ICCO Hall of Fame can be viewed here.

Revealed: how much marketers spend on social media influencer campaigns

Article by Lubna Hamdan for arabian BUSINESS

Around 43 percent of marketers spend up to $10,000 per social media influencer campaign, with 63 percent claiming fees requested by social media influencers are ‘reasonable’, according to data from a new survey.

The BPG Cohn & Wolfe Influencers Survey, in association with YouGov, showed that almost half (49 percent) of those polled currently work with social media influencers in the region to market their brand.

It also claimed that 94 percent of in-house marketers in the UAE believe social media influencer marketing plays a major role in the success of their brands.

The survey questioned over 100 in-house marketing and communication experts and brand managers across a range of industries in the UAE.

The majority of brand managers surveyed said influencer marketing allowed them to tap into the digital community and reach their target audience more effectively, resulting in good marketing return on investment (ROI).

BPG Cohn & Wolfe is the public relations arm of the BPG Group marketing communication house. Group chief executive Avi Bhojani said the survey shows brands are using social influencers to tell their stories in new and creative ways in what seems to be a highly competitive industry.

Moreover, 39 percent of brands said key factors for choosing the right influencer for their campaign included a large following and appealing content. But 55 percent said their biggest challenge when picking influencers was finding relevant ones that relate to the brands. 41 percent said negotiating terms and conditions was also a major concern, while 39 percent claimed communication during an assignment was also a challenge.

The survey revealed most influencers expect to be compensated based on the number of deliverables such as posts, images and videos, rather than the success of a campaign through measurable results including sales and website visits. However, only six per cent of marketers said they compensated influencers based on such results or Cost Per Acquisition (CPA).

To view the original article, click here: http://www.arabianbusiness.com/industries/technology/383606-revealed-how-much-marketers-spend-on-social-media-influencer-campaigns

ICCO Global Awards 2017 shortlist announced!

ICCO is thrilled to announce the shortlist for the ICCO Global Awards 2017.

The black-tie awards ceremony will be held on Wednesday 29th November at the Andaz London Liverpool Street Hotel in London, UK. The awards will attract PR professionals from around the globe for a night of networking and celebration. The host of the evening is CNN news anchor Hannah Vaughan-Jones.

If you would like to book a seat or table at the event, please click here. If you are interested in sponsoring a category and presenting an award on the night, please contact awards@iccopr.com.

The shortlisted candidates and campaigns are:

NETWORK OF THE YEAR (EMEA / AMERICAS / APAC)

Cohn & Wolfe

FleishmanHillard

Hill+Knowlton Strategies

Golin

Weber Shandwick

 

INDEPENDENT CONSULTANCY OF THE YEAR (EMEA / AMERICAS / APAC)

Instinctif Partners

The Honey Partnership

Netprofile

Lansons

MWWPR

Imagem Corporativa

COSMO PR

Avian Media

Rice Communications

Value 360 Communications

S.P.A.G.

Sling & Stone

 

WORLD’S BEST PR CAMPAIGNS – MEDIA RELATIONS

FleishmanHillard Fishburn – Astounding the front row at London Fashion Week with Crocs

State Street Corporation – Fearless Girl

PR Inc. – Watch and Do

Engage Burson-Marsteller – SportPesa AllStars, Kenya

Spark PR & Activate – DB Export Beer Bottle Sand

Orta Communications Group – KFC Battle

 

WORLD’S BEST PR CAMPAIGNS – CONSUMER

Nanyang Technological University, Singapore – A young university on a rapid rise globally

Hill+Knowlton Strategies – Huawei P10: From Selfie to Self-Expression

Orta Communications Group – KFC Battle

Weber Shandwick – ManFran

Genesis Burson-Marsteller, Fuzion PR – Winning Back Trust

 

WORLD’S BEST PR CAMPAIGNS – DIGITAL & NEW MEDIA

Ketchum – 2030: Smart City Life

Netprofile – From Trump to Jump in Sales

International SOS – Travel Risks and Realities

fischerAppelt – #CATCHCURIOUS

Ketchum – #NuggsForCarter

 

WORLD’S BEST PR CAMPAIGNS – B2B

TCS – #DigitalEmpowers

State Street Corporation – Fearless Girl

LEWIS – Ready for the AI Revolution?

Geelmuyden Kiese – The Truck Driver’s Mother

International SOS – Travel Risks and Realities

 

WORLD’S BEST PR CAMPAIGNS – CSR

Ketchum – Care Counts

State Street Corporation – Fearless Girl

Genesis Burson-Marsteller – Keep India Smiling

Orta Communications Group – KFC Battle

Creation – Microsoft: Girls In STEM

FleishmanHillard Vanguard – #DontWaitDrive: Take Your Mother for a Doctor’s Check-Up

 

WORLD’S BEST PR CAMPAIGNS – NOT FOR PROFIT

ORCA Affairs – Road Safety Campaign “Lieber sicher. Lieber leben.”

New Moment New Ideas Company – One Book for Peace

Hill+Knowlton Strategies – The World’s Most Beautiful Night Trek

FleishmanHillard Vanguard – #DontWaitDrive: Take Your Mother for a Doctor’s Check-Up

SPN Communications – Children’s Aid Fund

 

WORLD’S BEST PR CAMPAIGNS – TECHNOLOGY

Netprofile – From Trump to Jump in Sales

Racepoint Global – Huawei: Creating a Global Brand

LEWIS – Ready for the AI Revolution?

FleishmanHillard Fishburn – Seagate

 

WORLD’S BEST PR CAMPAIGNS – CRISIS & ISSUES

OUT OF THE BOX – An oil spill crisis in the Saronic Gulf, Greece

Weber Shandwick – Gender Neutral Titles

SEESAME – Hands off of my insurance!

 

WORLD’S BEST PR CAMPAIGNS – BROADCAST

Nanyang Technological University, Singapore – World’s top 15 most beautiful campus

markettiers – Summer Gateway

 

WORLD’S BEST PR CAMPAIGNS – HEALTHCARE

Ketchum – Amazon Warriors Safe Collection

Genesis Burson-Marsteller – Back to Work

Edelman – IO NON SCLERO – Projects Dreams don’t stop for MS

Creation – MS: No Filter

OneVoice Connect – Future Health Index 2017

FleishmanHillard Vanguard – #DontWaitDrive: Take Your Mother for a Doctor’s Check-Up

 

RISING STAR OF THE YEAR

Adam Gaworski, FleishmanHillard Fishburn

Erin Salisbury, Ketchum

Simon Richards, FleishmanHillard Fishburn

Ella Roche, Honni Global

Peter Steigauf, PR Clinic

 

PR LEADER OF THE YEAR

Amanda Moulson, Access

Kunal Kishore Sinha, Value 360 Communications

Mark Terry-Lush, The Honey Partnership

Matt Neale, Golin

 

For more information visit: awards.iccopr.com

Fake news reinforces trust in mainstream news

Kantar ‘Trust in News’ study reveals ‘mainstream news media’ reputation remains largely intact while social media and digital-only news platforms sustain major reputation damage as result of ‘fake news’ narratives during recent election cycles.

London – 31 October 2017: Kantar today releases the results of its global ‘Trust in News’ study. The report, which surveyed 8,000 individuals across Brazil, France, the United Kingdom and the United States of America about their attitudes to news coverage of politics and elections, finds:

  1. The efforts to brand ‘mainstream news media’ as ‘fake news’ have largely failed. The reputation of traditional print and broadcast media outlets has proven more resilient than social media platforms and online only news outlets, primarily as a result of the depth of coverage being delivered.
  2. Audiences are becoming more widely informed and sophisticated in their engagement with, and evaluation of, news content.
  3. The public retain a belief that journalism is key to the health of democracy – but have become more sceptical. Specifically, in both in Brazil and USA, where a significant percentage of the population believe ‘fake news’ impacted the outcome of their most recent elections.

Who do we trust?

The reputational fallout of the ‘fake news’ phenomenon has been predominantly borne by social media and messaging platforms, and ‘online only’ news channels. Print magazines, at 72%, are the most trusted news source, closely followed by the other traditional outlets of print newspapers and TV and radio news. Only one in three recognise social media sites and messaging apps as a trusted news source. (see figure one). ‘Online only’ news outlets are trusted by half of the population, significantly less than their print and broadcast brethren. Interestingly, the online presence of print and broadcast media are trusted slightly less than the originating titles and channels.

Social media and messaging platforms have sustained significant reputational damage as a source of trusted news. News coverage of politics and elections on social media platforms (among which Facebook is dominant with 84% usage in the preceding week) and messaging apps (of which Whatsapp is the most used) is ‘trusted less’ by almost sixty percent of news audiences (58% & 57% respectively – see figure two) because of the ‘fake news’ phenomenon. ‘Online only’ news outlets also sustained significant reputational damage in this respect: ‘trusted less’ by 41% of news audiences.

Print titles have proved more resilient, experiencing a smaller loss of trust, with print magazines and newspapers both ‘trusted less’ by 23% of audiences. However, both categories also experienced similar increases in trust in their coverage (23% and 17% respectively). Print media nets out with more than three quarters of news audiences trusting them ‘the same’ or ‘more than’ before the ‘fake news’ phenomenon. 24-hour news channels also retain a strong position as a trusted source with 78% of news audiences trusting them ‘the same’ or ‘more than’ before the ‘fake news’ narrative.

Across all four surveyed countries, 46% of news audiences believe ‘fake news’ had an influence on the outcome of their most recent election. This was most pronounced in Brazil – where 69% believed fake news had an impact, and the USA where 47% believe there was an influence. There is though some recognition that companies like Facebook and Google are taking steps to tackle ‘fake news’. (13% of UK news audiences claiming to have seen efforts vs a third of Brazilians, 16% in France and 22% in the US).

News consumption habits are evolving.

The news-reading public are becoming a more widely informed audience. 40% of news audiences have increased the number of news sources they use compared to 12 months prior. ‘All online’ has overtaken television as the primary source of news (figure 3). With under 35 year olds, social media – despite its reputational issues –almost matches television as a source of news (65% Vs 69%).

The news audience is additionally becoming a more thoughtful audience. Contrary to ‘news filter bubble’ or ‘echo chamber’ narratives, we find 40% of social media users explore alternate views to their own and almost two thirds worry that ‘personalisation’ will create a ‘news filter bubble’. More than three quarters of news consumers claim to have independently fact-checked a story, while 70% have reconsidered sharing an article – worried that it might be fake news. On the flip side, almost one if five admit to sharing a story after reading only the headline.

The Kantar ‘Trust in News’ survey conducted representative sample surveys of 2,000 individuals each in Brazil, France, the United Kingdom and the United States of America.  A more complete summary of the survey can be found on Kantar Insight pages, along with access to the full report.

 

 

 

Quotes:

Eric Salama, CEO, Kantar

“Traditional news media have largely seen off the “fake news” accusations and continue to enjoy high levels of trust among news audiences. The challenge now is for those companies to monetise that loyalty and we’ve identified some routes for them to explore. Traditional news media need to have the confidence to invest in their brands, while devising flexible subscription models for younger generations of consumers who have grown comfortable with subscription models. Trust in News will prove a rich source of insight for all news providers trying to navigate this societally-important and fast-changing market.”

 

Sir Martin Sorrell, CEO, WPP

 “I am pleased to see Trust in News confirm that brand recognition is still a key driver for direct engagement between news brands and consumers. We know the major social media companies have started to address the ‘fake news’ problem. In quantifying the extent to which ‘fake news’ has damaged the reputations of social media brands as sources of news, this study reinforces how important that work will be moving forward.”

Author: Kantar Media

Credit: https://www.kantarmedia.com/global/newsroom/press-releases/fake-news-reinforces-trust-in-mainstream-news

Changing the Industry, One Award at a time

Fred Cook, Chairman, Golin
Charlie Coney, Executive Creative Director, Golin

Over the past few years, it feels like ‘award’ has become a bit of a dirty word.

Whether it’s large organizations turning their backs on Cannes, the proliferation of new and niche shows which are hard to keep track of, or political protests overshadowing the red carpet, it seems celebrating the successes of our industry has become less and less, well, celebratory.

It feels like “awards” is all too often a word junior staff associate with directors who strut out of the office in tuxedos, and come in late the next day with a headache and a need for pizza.

It’s a word associated with egotistical creative teams seeking validation – recognition of their brilliant thinking, their lightning bolt of inspiration and their wittily crafted piece of content.

It’s synonymous with nervous account leads, wary of spending time and money on producing
assets, writing entries and working out whether it’s fair to ask the client to cover the entry fees.

It’s a word used all too often as a shortcut for big thinking, often by those not entirely sure what big thinking looks like, or what it needs to achieve.

This may seem like rather an odd introduction for an awards show but, in my opinion, something needs to change. And the clue is in the word “change”.

Now, many of us like to say we’re in the reputation business – building it, measuring it, shifting it – and we measure our success in many ways. We measure it in clippings, in AVEs, in likes, sign-ups and in sales. If none of this changes, we’ve not done our job.

It’s our job to appreciate and recognize the sheen and glamour of well-produced piece of content, the sharply written piece of copy or a well-told story brought to life with a compelling activation. But, no matter how well-crafted this output is, it’s essentially worthless unless something happens as a result.

The work we do does not live in a vacuum, the brands we represent don’t (in the main) have legions of consumers desperate to hear from them, audiences aren’t desperate to have their most recent episode of CSI Miami interrupted by a commercial or message from our sponsor.

And, in many ways, that’s what sets the ICCO awards apart from the others – it’s got nothing to do with the input, little to do with the output, and absolutely everything to do with the outcome. While these awards recognize the proliferation of media channels, the shifting consumer landscape and the rise of data, they’re all primarily viewed as context and background color – a filter or litmus test through which we identify work that cuts through.

For this is not a show that awards creativity, strategy, media relations or content. It’s not a show that applauds a novel use of a platform’s API, a compelling piece of research or a well-judged influencer. Naturally, many of these can be effective levers for change – but this is not a show about the levers, but one that’s all about what happened next.

It’s a show that awards change.

Because change is the business we’re really in. We’re here to change a brand’s reputation, to change perception, to change the number of people queueing outside the store or picking up a particular product.

And change is something everybody can get behind.

“Change” is how we persuade junior staff to view awards as the pinnacle of career success – a sign they’re working at an amazing agency, alongside smart ambitious people with a determination to change the lives, reputations and fortunes of their clients.

“Change” is how we tell creatives their idea was more than just an idea – that they did something tangible that transformed the client’s business. After all, it’s easy to create, but hard to create change.

“Change” is how we measure the true impact of our work. Impact that’s more than the number of clippings or impressions we generated, or the number of likes our piece of content got, but what the people that saw those clippings and content did afterwards.

“Change” is how we communicate to both account leads and clients that the awards they’re seeking signify the work they’re doing and buying has purpose, meaning, value – that they’re drivers of business as much as drivers of reputation.

That’s why the ICCO Awards are important – because they show the power of our industry to effect change. And if you’re still unsure about the importance of these awards, or the impact of the work we do, I’ll leave you with the words of Margaret Mead; “Never doubt that a small group of thoughtful, committed, citizens can change the world. Indeed, it is the only thing that ever has.”

If you’re interested in entering or attending the ICCO Global Awards 2017, please email ICCO General Manager Charlene Corrin at charlene.corrin@iccopr.com or awards@iccopr.com.

awards.iccopr.com