Awards

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Congratulations 2012 CPRS Toronto ACE Awards Winners!
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Ace Awards 2012 LogoWhat a night it was at the 2012 CPRS Toronto ACE Awards Gala! Toronto’s Top PR pros gathered together on Thursday, April 26 to honour the best and brightest campaigns of the year, and there was no shortage of celebration.

CPRS Toronto welcomed over 300 communications professionals at the Bram & Bluma Appel Salon to congratulate each other on their amazing successes.

While the room was filled with feelings of pride an accomplishment, it’s easy to say that the benefits of collecting a sparkling ACE trophy extend far beyond this evening’s ceremony. The evening’s winners achieved merit, credibility, peer recognition and a quality reputation along with their awards.

Congratulations to all of the 2012 ACE Award recipients, and be sure to check back for more gala highlights next week.

PR Campaign of the Year

Best Creative PR Campaign

Leadership Awards

Best Use of Media Relations – Budget Over $50,000

Gold

Silver

  • APEX Public Relations – Rimmel’s Spring Summer Media Relations Launch
  • Broad Reach Communications – Broad Reach Communications (Deloitte Canada)
  • Edelman Canada – Make Your Face a Maynards
  • EdelmanCanada– Breaking News for the Caramilk Key to the Secret
  • Environics Communications – Coca-Cola Ltd.’s Arctic Home Campaign
  • Environics Communications – Advil Nighttime Launch
  • GolinHarris – McHappy Day 2011
  • GolinHarris – McCafe
  • Paradigm Public Relations – TD Leads  with Mortgage Advice
  • Polaris Public Relations Inc. –S. Pellegrino Almost Famous Chef Canadian Regional Competition
  • PRAXIS – Launch of the Environmentally-Friendly 7Up EcoGreen Bottle
  • PRAXIS – 2011 Quaker Unlock Amazing PR Launch Campaign
  • Strategic Objectives – The WhiteCashmereCollection 2011: Fashion with Compassion
  • Strategic Objectives – Magnum Ice Cream Bars Canadian Launch
  • Temple Scott Associates – Clif Bar & Company Media Relations

Bronze

  • Argyle Communications – Schneiders Country Naturals: Just the Good Stuff
  • Citizen Optimum L.P. – Future ShopHoliday 2011
  • EdelmanCanada–Holiday& Mom: The Chief Gift Buyer
  • EdelmanCanada– ArthritisAllianceofCanadaNational Media Launch
  • Shaw Media & UNIT:PR – Top Chef Canada
  • Strategic Objectives – TOPSHOP TOPMAN Takeover
  • Thornley Fallis Communications – ElectionsOntarioMakes Voting Easy
  • Thornley Fallis Communications – Taking Action Against Distracted Driving

Best Use of Media Relations – Budget Under $50,000

Gold

Silver

  • APEX Public Relations – “Get Going to Keep Going” Guide
  • APEX Public Relations/UPSCanada – Maintaining the Momentum:UPSCanada™’s Summer Survey Campaign
  • Fleishman-Hillard Toronto – The Royal LePage Shelter Foundation
  • Paradigm Public Relations – Molson Canadian Introduces the Red Leaf Project
  • Paradigm Public Relations – Tenderflake Declares 2011 the Year of the Pie
  • Polaris Public Relations Inc. – The Lost Wallet Program

Bronze

  • Argyle Communications –MarkhamStouffvilleHospitalFoundation: The Climb to Conquer
  • Edelman Canada – Alexander Keith’s Green Initiative “Show Your Plaid”
  • Environics Communications – Protecting First Responders:CSA Standards CBRN Launch
  • G Adventures – G Adventures Career Break Campaign
  • MAVERICK Public Relations – People for Good
  • Paradigm Public Relations – If I Had a Million Dollars: It’s Within Reach for Savers Who Start Early
  • Paradigm Public Relations – TD Brings E-Recycling to Local Communities
  • Paradigm Public Relations – Renter’s Insurance 101
  • PRAXIS –Alberta Premium 30 Year Old: The Unveiling of a Rare and Affordable Canadian Whisky
  • Temple Scott Associates – Motorcyclists Hall of Fame 2011

Best Use of Special Events

Gold

Silver

Bronze

New Product or Service Launch Campaign of the Year

Silver

  • dvCommunications – Martha Stewart Clean Makes Green Homekeeping Easy: Introducing Martha Stewart’s  New Line of Natural Household Cleaners
  • NATIONAL Public Relations – Smart Shopping is in the Palm of Your Hand
  • Paradigm Public Relations – TIMEX Opens its Archives: The Launch of TIMEX Originals
  • PRAXIS – Launch of the Environmentally-Friendly 7UP EcoGreen Bottle

Bronze

Employee Communications Campaign of the Year

Gold

Silver

  • Meridian Credit Union –MeridianCredit Union

Bronze

  • TVO – myTVO 2.0

Community Relations Campaign of the Year

Gold

Silver

  • Faye Clack Communications –Ontario Apple Growers’ Winter Apple Ball
  • PRAXIS – The Courvoisier Collective: Artist Collective To Foster Community, Access to Space and Exposure for Bright Talent
  • Strategic Objectives – The Creation of Koodonation:Canada’s First-Ever Microvolunteering Community
  • Strategic Objectives – The Body Shop “Stop Sex Trafficking of Children and Young People” Petition

Bronze

Public Affairs / Government Campaign of the Year

Bronze

Best Digital Communications Campaign of the Year

Gold

Silver

  • Argyle Communications – New Transit forToronto: The Eglinton-Scarborough Crosstown
  • RBC – Royal Bank ofCanada (Canadian Banking) – The Sales Experience Social Media Initiative

Bronze

Best Use of Communication Tools

Gold

Silver

Brand Development Campaign of the Year

Gold

Silver

  • GCI Group – Barbie and Ken’s Reunion in Celebration of Ken’s 50th
  • Narrative – Let the Saving Begin

Bronze

Crisis or Issues Management Campaign of the Year

Gold

Silver

Student PR Campaign of the Year

Gold

  • Cora Timofte – TelLaurentide Communications Plan

Silver

Bronze

  • CentennialCollege– UglyHolidaySweater Party
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CPRS Toronto Leadership Awards – Deadline Extended!
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The deadline to submit nominations for the CPRS Toronto Leadership Awards has been extended! You now have until March 23, 2012 at 5:00 pm to submit nominations.

The CPRS Toronto Leadership Awards recognizes individuals who have achieved excellence in their careers or made significant contributions to the field of public relations. Nominate a student, your boss, a colleague or CPRS Toronto volunteer today!

Please submit Leadership Award nominations to ace@cprstoronto.com.

The Leadership Awards will be presented at the ACE Awards Gala on Thursday, April 26, 2012. Winners will be notified in advance.

Leadership Award Categories

CPRS Toronto Public Relations Student of the Year

Individuals may enter themselves, or be nominated by others. This award will be presented to a CPRS Toronto full or part-time student graduating this year who has a solid academic record and has demonstrated interest in professional development. The award is designed to attract, encourage and reward future talent. The winning entrant will be awarded one-year student membership as well as entry into five selected CPRS Toronto professional development and networking events.

Entry requirements:

  • Résumé (maximum two pages)
  • A one-page endorsement from a nominator (faculty, fellow student or mentor)

CPRS Toronto Young Public Relations Professional of the Year (Under 30 years of age)

An individual may enter themselves, or be nominated by others. This award is open to a public relations professional (under 30 years on March 23, 2012) who has been in the industry for less than three years (i.e., since March 23, 2009) who has made significant achievements in his or her career.

Entry requirements:

  • Nomination from employer(s) detailing nominee’s career history and professional qualifications (maximum 2 pages)
  • A 250-word statement from the nominator outlining why this individual should be awarded this special recognition. Judges will look for evidence of outstanding achievement in supporting clients and/or senior-level staff, development of public relations strategy, business savvy, creativity, knowledge of public relations tactics, and contributions to business objectives and to the overall profession of public relations

CPRS Toronto Public Relations Professional of the Year

An individual may enter themselves, or be nominated by others. The award recognizes outstanding personal achievement within the public relations industry over their career, with particular focus on their successes over the past year.

Entry requirements:

  • Résumé (maximum two pages)
  • A 250-word statement from the nominator outlining why this individual should be awarded this special recognition
  • Two reference letters from past or present clients or employers

CPRS Toronto Mentor of the Year Award

Candidates must be nominated by someone other than themselves for the award. The award recognizes a volunteer who has served as a mentor to public relations professionals or students in the year of 2011/2012.

Entry requirements:

  • A brief description (maximum one page) that outlines the nominee’s volunteer involvement as a mentor within and outside CPRS (Toronto) and explains why this nominee should be honoured with this special recognition
  • Names and testimonials from individuals mentored by the volunteer
  • Résumé (maximum two pages)

CPRS Toronto Volunteer of the Year Award

Candidates must be nominated by someone other than themselves for the award. The award recognizes a volunteer within CPRS Toronto during the previous year (2011/2012) year.

Entry requirements:

  • A brief, one-page outline of the nominee’s volunteer/committee involvement in CPRS Toronto that explains why this nominee should be honoured with this award
  • List of the CPRS Toronto committees for which this volunteer provided assistance
  • Résumé (maximum two pages)

Please submit Leadership Award nominations to ace@cprstoronto.com.

Questions? Contact the ACE Awards team at cprs.ace.awards@gmail.com or tweet to us @CPRSToronto.

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Preparing Your ACE Submission: Sometimes the Most Common Mistakes Are the Easiest to Avoid
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By Nicole Laoutaris

Winning an ACE Award will earn you industry recognition, strengthen your strategic communications skills and allow you to celebrate your work with your peers in Toronto’s public relations community. But, before you can earn such a distinction, you need to enter a submission.

Whether it is your first year applying or you are a seasoned pro, preparing your CPRS ACE Awards submission can be a daunting task.

What are the judges looking for?

CPRS Board member and ACE Awards judge, Lawrence Stevenson, APR, weighs in on how you can get your submission to rise above the rest. Lawrence, who has been judging the Awards for the past five years, shares some of his top tips to help you on your way to ACE.

1. Read the requirements.

Too often, submissions do not even meet the eligibility criteria for the executive summary. The judges are very stringent about details like the page length and font size.

The guidelines require the entrant to prepare, in only two-pages and minimum 10 pt font, an executive summary that includes a brief description of the strategy, quantifiable objectives, audiences, plans and tactics, budget and restraints, and the results. For full ACE Awards 2012 Entry Guidelines, click here.

2. RACE can take you from ‘good’ to ‘great’

Many submissions fail because they do a few things poorly. First and foremost, follow the RACE formula: Research, Analysis, Communications and Evaluation. Be clear about the components and set measurable objectives. ‘Raising awareness by xyz’ is not a measurable objective. Objectives should be SMART.

Poorly articulated research can negatively affect your submission. You may have done primary or secondary research, but how did it impact your decisions? You may have done a media scan, but what does that mean? Did you look at similar campaigns, or last year’s campaign? Tell the judges.

Then, did you evaluate based on your SMART objectives? The very best submissions restate objectives and discuss what was actually achieved from them. Conversely, if you didn’t achieve them, explain why because it could be due to some compelling mitigating circumstances. Mistakes do not negate the work of the campaign; being able to identify your mistakes can still result in high scores.

3. Do not gloss over (or completely leave out) your budget

Budgets are sometimes confidential, but there are ways of presenting it in such a way that is representative of your work, without breaking confidentiality. Without giving a specific dollar amount, illustrate where you spent your money.

For example, you could simply document that you spent 90 per cent of your budget on a guest speaker. This does not disclose your actual dollars, but it is a large portion of your budget and needs to be presented. If you’re a not-for-profit with a smaller budget, a guest speaker could be the strongest element to your campaign and well-worth 90 per cent of it. Clearly explaining this will earn you a higher score.

4. Know your campaign

Entrants are more than welcome to submit their campaign to more than one category, but be selective. If you have a special event campaign that also excels in media relations and you decide to submit it to both categories, then make sure you illustrate the difference for each. Do not just copy and paste your entry for both categories.

5. Edit your work!

First impressions are everything. That goes for your ACE Award submissions too, and it is very difficult to undo a bad first impression. Your initial executive summary is your opportunity to introduce yourself to the judges. The small details are important. You could provide an award-winning campaign, but the judges will not be able to see it through an entry that is riddled with errors.

Remember, this is your best work in a campaign, so it should be your best work in the submission.

So, what are you waiting for? Submissions are due on January 26, 2012. You can enter here through the online entry form. And be sure to save the date for this year’s gala on Thursday, April 26, 2012.

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Early Bird Submissions Reminder for CPRS Toronto 2012 ACE Awards
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The New Year may have only just begun, but time is already running out to get your CPRS Toronto 2012 ACE Awards submission in before the early bird deadline! Submit your entry by January 13, 2012 to qualify for a special discounted rate.

Are you thinking you won’t be able to enter in time? Don’t fret; you could be on your way to ACE in just two easy steps!

Simply enter an executive summary of your project and payment electronically through the online entry form.

Once a team of experienced communicators have reviewed the applications, those who have been short-listed will be asked to submit a full entry.

Winning an ACE Award will earn you industry recognition, raise your organization’s profile, get your work known by Toronto’s public relations community and will allow you to celebrate your work with colleagues and friends at the CPRS Toronto ACE Awards Gala – the hottest PR event in town!

Don’t hesitate, get started on your entry today! And be sure to save the date for this year’s gala on Thursday, April 26, 2012!

For more information on eligibility, campaign entry categories, submission requirements and deadlines, click here to download the ACE Awards 2012 Entry Guidelines Package.

Questions? Contact us at ace@cprstoronto.com or Tweet your questions to @CPRSToronto

Important Dates and Deadlines:

Early Bird Entries Deadline: January 13, 2012

Entries Deadline: January 26, 2012

Leadership Awards Deadline: February 24, 2012

Early Bird Entry Fee (received on or before Friday, January 13, 2012, 5:00 pm EST)

  • $75 CPRS Member
  • $100 Non-Member
  • $25 CPRS Student Member
  • $35 Student Non-Member

Entry Fee (received after January 13, 2012, on or before Thursday, January 26, 2012, 5:00 pm EST)

  • $100 CPRS Member
  • $120 Non-Member
  • $25 CPRS Student Member
  • $35 Student Non-Member

Please note that payment is only accepted via credit card through the online entry form.

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Secret to Argyle Communications’ ACE Success
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Kelly BaitaBy Kelly Baita

What is it that sets any PR firm apart from the pack? Is it size? Client base? Years in the business? According to Daniel Tisch, president of Argyle Communications, it’s about setting high standards and treating people well.

This philosophy has contributed to Argyle’s success and multiple CPRS ACE Awards, including an impressive six ACE trophies in 2011 alone.

A method for success

If you think there is a method to this level of achievement, you’re right. For Argyle, it’s about being meticulously selective in the submission process. During awards season, Dan and his team look for the best campaigns in each of their four areas of practice: consumer marketing, corporate communications, health and wellness and public affairs. Deciding on the right projects to submit is a process, and Argyle seems to get it just right.  “Last year we entered seven campaigns in total,” says Dan. “Six of them won ACE awards.” This has been a continued trend with Argyle; in 2010 the company had its proudest ACE moment, winning PR Campaign of the Year for Peanuts in Crisis.

Winning more than trophies

After more than 30 years in business, Argyle continues to strive for greatness with CPRS. “What others say about you is most important,” says Dan. “Being recognized by your peers is the highest of honours.”

So has this continued recognition contributed to the company’s business? Looks like it. Ask any employee at Argyle, and they’ll express 100 per cent confidence in the agency’s reputation. Everyone on the Argyle team is proud to be there, especially as their work is celebrated by CPRS year after year. Beyond celebration and validation, winning multiple ACE Awards “helps us to tell our stories,” explains Dan. Each new award contributes to Argyle’s visibility within the industry.

Last year, Argyle even participated in our ACE WebN’R to share the Peanuts in Crisis case and award entry with other PR professionals. How better to show your expertise than that?

Looking ahead

Dan plans to submit to the ACE Awards again this year, with the same high standards as always. You’ll be likely to find the Argyle team at the 2012 gala on April 26.

Words of wisdom

If you’re new to the ACE Awards, take some advice straight from Daniel Tisch himself. To decide on which campaigns to enter, he suggests you:

  1. Consider your best campaigns.
  2. Consider the extent to which those campaigns are measurable.

If your results align with your set objectives, then go ahead and submit it!

The Early Bird entry deadline is January 13, 2012.

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Call for Student Submissions for CPRS Toronto 2012 ACE Awards
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 By Nicole Laoutaris

Are you thinking, “How am I going to make a big splash in PR after school is over?”

Answer: submit your campaign or project for a CPRS Toronto 2012 ACE Award!

The CPRS Toronto ACE Awards were created to recognize communications excellence in the practice of public relations. Winning an Award will not only help you earn industry recognition, strengthen your strategic communications skills, and have your work known by Toronto’s public relations community, but you will be able to celebrate your work with colleagues and friends at the hottest PR event in town!

Students who are enrolled in a full-time public relations or communications program are invited to submit their campaigns and projects for the Toronto CPRS 2012 ACE Awards. Note, students do not have to be CPRS members to be eligible to submit an entry.

How do I enter?

In one easy step, you could be on your way to ACE…

All you have to do is submit an executive summary and rationale of your project electronically through the online entry form on the CPRS Toronto website by January 26, 2012. Early bird entries save $10 when submitted by January 13, 2012!

Then, a team of experienced communicators will review the applications and select which submissions will move forward. All submissions are judged and returned with valuable feedback and suggestions made to help you learn and improve your skills.

That’s it!

Save the date!

This year’s gala event will be held on April 26, 2012 at the newly renovated – and stunning – Bram and Bluma Appel Salon, located on the second floor of the Toronto Reference Library. Stay tuned for more details.

Important Dates and Deadlines:

Early Bird Entry Deadline: January 13, 2012
Entry Deadline: January 26, 2012
*Students entries are only judged on the first step of the entry application process, the executive summary and rationale
Gala: April 26, 2012

On behalf of CPRS Toronto and the ACE Awards team, we ask you take this opportunity to submit your best work for evaluation, and we hope to see you at the Gala this Spring!

Questions? Contact us at ace@cprstoronto.com, or Tweet your questions to @CPRSToronto

 

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CPRS Toronto ACE Awards: What’s in it for me?
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By Nicole Laoutaris

Each spring, the crème de la crème of Toronto’s public relations community gather to recognize and celebrate the best, brightest and most promising in the industry.

The CPRS Toronto 2012 ACE Awards are just around the corner, and the time has come to dig in your heels and submit your very best work for evaluation. This year’s gala event will be held on April 26, 2012 at the newly renovated Bram and Bluma Appel Salon, on the second floor of the Toronto Reference Library. Stay tuned for more details!

The ACE Awards were created to recognize communications excellence in the practice of public relations. All CPRS members and associates, full-time public relations and marketing professionals in the Greater Toronto Area, and students who are enrolled in a full-time public relations or communications program are eligible to enter.

How do I enter?

In just two easy steps, you could be on your way to ACE.

First, enter an executive summary of your project electronically through the online entry form on the CPRS Toronto website by January 26, 2012.

Once a team of experienced communicators have reviewed the applications, those who have been short-listed will be asked to submit a full entry.

That’s it!

Note that students are only required to submit the first stage of submission, an executive summary and rationale for their campaign.

What’s in it for me?

Winning an ACE Award will earn you industry recognition, will strengthen your strategic communication skills and will get your work known by Toronto’s public relations community. Beyond that, you will have the opportunity to celebrate your success with your friends and colleagues at the hottest PR event in town!

What if I’m not short-listed?

You still benefit from the submission process, even if you are not selected for the next stage of application. All those who are not short-listed will still receive valuable feedback and suggestions for improvement.

So don’t hesitate! Get started on your entry today! And be sure to save the date for this year’s gala on Thursday, April 26, 2012!

For more information on eligibility, campaign entry categories, submission requirements and deadlines, click here to download the ACE Awards 2012 Entry Guidelines Package.

Questions? Contact us at ace@cprstoronto.com or Tweet your questions to @CPRSToronto

We hope to see you all at the gala this year!

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