This year, the Prism Awards celebrate their 20th year of recognising Africa’s most successful public relations campaigns. The recipients of the 2017 awards will be announced on May 6 at The Park in Hyde Park Corner shopping centre, Johannesburg. Prism Award judges are looking for the “wow factor” in the campaigns that are submitted, says awards convenor Bridget von Holdt. “We’re not looking for business as usual. The campaigns that really stand out for the Prism judges are the ones that go further than merely achieving the objectives. They need to have some really special elements if they’re to be awarded.” According to Von Holdt, entries are often lacking in the area of research. She says PR practitioners tend not to put enough effort into researching a campaign – whether it is desktop research, or investigating the environment, target audience or competitors.

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