PR prizes shared evenly at event seeking to inspire daring work

THE prizes were shared evenly at a public relations awards ceremony today, that combined both skills development and prize-giving, in a deliberate break with traditional media awards ceremonies.

Dispening with black tie formalities and keeping the number of prize categories to a manageable half-dozen, the DARE Scotland and Northern Ireland awards – held in Edinburgh this afternoon – were hosted by the Public Relations Consultants Association.

Says the PRCA: “The DARE initiative is not meant to be another also ran-awards, but a real celebration of campaigns that go that extra mile, demonstrate innovation, achieve and exceed expectations and push the boundaries like never before.”

Speakers during the morning of the day-long event included Moray Macdonald, managing director of Weber Shandwick Scotland, and Stewart Argo, media manager at The City of Edinburgh Council.

This awards ceremony was part of an UK-wide tour and MC’d by

The list of winners and finalists reads as follows:

Live Loud and Launched

Winner: MC2 and Clark Communications, Krispy Kreme takes Scotland by (snow)Storm

Finalists: 3×1 Public Relations, Hoyland Spring – Liquid Gold for Highland Spring

Tricker PR, Save Our Dram, The Spirit of Speyside Whisky Festival

Research and Results

Stripe Communications and the Scottish Government, Reflecting on Women’s Drinking Habits

Finalist: Citypress, Lloyds Banking Group, Thought Leadership Reports

Innovation and Integration

Winner: The Royal Zoological Society of Scotland, Panda Breeding Season 2012 at Edinburgh Zoo

Finalist: Tricker PR, Aberdeen Asset Management Melrose Sevens

Campaign Challenges

Winner: CM Porter Novelli, for St Andrews First Aid

Finalists: The Royal Zoological Society of Scotland, Penguins Rock at Edinburgh Zoo

Weber Shandwick, NorthLink Ferries Bid

Marketing, Media and Measurement

Winner: 3×1 Public Relations, celebrating Britain’s National Dish Seafish

Finalists: The Royal Zoological Society of Scotland, Panda Breeding Season 2012 at Edinburgh Zoo

Tricker PR, for the Banffshire Coast Tourism Partnership Marine Campaign

Consumer Choice

Winner: Fairground Communications and Home is Where the Haggis Is, for Macsween

Finalist: Grayling Scotland, the Summer Hub for Union Square