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  1. Categories

Categories

Basic entry - US$450

Includes 1 practice area, 1 industry sector, and 1 international category. Additional selections cost $100

International

Basic entry includes 1 practice area, 1 industry sector and 1 international. Each additional category costs $100 each.

International

1. Global Campaign
This award is presented to a campaign led from the Americas but implemented in 10 or more markets around the world.
2. Multimarket Campaign
This award is presented to a campaign led from the Americas and implemented in more than one but fewer than 10 markets around the world.
3. Canadian Campaign
This award is presented to a campaign either led or implemented in Canada.

Practice Area

Basic entry includes 1 practice area, 1 industry sector, and 1 international category. Each additional category costs $100 each.

Marketing Communications

4. Business-To-Business Marketing
5. Consumer Marketing (Existing Product)
6. Consumer Marketing (New Product)
7. Inclusive Marketing
A new category recognizing marketing campaigns that make a conscious effort to include diverse audiences, including multicultural, LGBTQ+ and differently abled consumers.
8. Integrated Marketing
This category is designed to recognize campaigns in which public relations played a lead strategic role, alongside other disciplines/channels such as advertising, promotions, direct, experiential, etc.

Corporate Reputation

9. Institutional Image
Corporate image, or positioning campaign for a corporation or other institution.
10. Employee Communications
A campaign designed to reach and motivate a company's employees.
11. Employer Branding
A campaign designed to help attract new employees.
12. Executive Leadership
A campaign designed to position/publicize the senior leadership of a company or organization.
13. Capital Markets Communications
Investor relations or financial media relations designed to reach shareholders and other financial stakeholders.

Engaging Society

14. Cause-Related Marketing
A campaign designed to increase sales or consumer engagement with a brand by linking that brand to an issue or cause.
15. Community Relations
A campaign designed to engage community stakeholders and improve relationships between a company and its neighbors, local or global.
16. Corporate Social Responsibility
17. Public Education (Non-Covid-19)
A campaign designed to improve public health or drive awareness of an issue with important societal implications.
18. Public Education (Covid-19)

Advocacy

19. Crisis Management
20. Issues Management
21. Public Affairs
A campaign designed to influence attitudes on matters of public policy, legislation or regulation.

Media Relations

22. Corporate Media Relations
23. Product Media Relations (consumer media)
Consumer media.
24. Product Media Relations (trade media)
Trade media.

Digital and Social Media

25. Digital Campaign
26. Social Media/Social Networking Campaign
27. Influencer Marketing
28. Branded Journalism
A campaign based around content created or curated by the PR team.
29. Word Of Mouth
A campaign that seeks to build advocacy for a brand or customer among key stakeholders, using either/both online/offline channels to generate positive dialogue and discussion.

Experiential

30. Guerrilla Marketing
This category includes activities such as street branding, flash mobs, etc.
31. Publicity Stunt
32. Special Event
33. Sponsorship
This category recognizes both the planning and execution of sponsorship activities, and PR support to leverage that sponsorship.
34. Trade Show
This category recognizes both the planning and execution of trade show exhibits and presence, and PR support for a company’s trade show presence.

Specialist Audience

35. Marketing to Men
36. Marketing to Women
37. Marketing to Youth
38. Marketing to Seniors
39. Multicultural Marketing
Includes campaigns designed to reach specific ethnic groups, gay and lesbian audiences, etc.

Industry Sector

Basic entry includes 1 practice area, 1 industry sector and 1 international. Each additional category costs $100 each.

Consumer Goods

40. Automotive
Includes automakers and automotive parts and suppliers.
41. Fashion & Beauty
42. Food & Beverage
Excluding restaurants and food service companies.
43. Home & Furniture
Household products not covered by the categories above, furnishings.
44. Consumer Products
Any consumer product not covered in categories above.

Consumer Services

45. Entertainment
For clients in the entertainment business, including film and TV companies, record labels, artists and celebrities, sports teams, video game manufacturers.
46. Financial Services
47. Food Service (including restaurants)
Including restaurants.
48. Retailers
For retail outlets. Products sold at retail may be entered in the Consumer Products categories.
49. Travel & Tourism
Includes hotels, airlines, tourism boards.

Business-to-Business

50. Energy And Natural Resources
Includes energy producers, mining companies and utilities.
51. Chemicals & Industrials
52. Professional Service Firms
Includes law firms, marketing services firms, management consulting firms, etc.
53. Real Estate & Construction
54. Transportation & Logistics
Includes shipping and logistics, aviation and aerospace and other transportation companies.

Technology

55. Consumer Electronics
56. Technology: Hardware
57. Technology: Software & Services
58. Telecommunications
59. E-Commerce
Includes e-commerce companies that conduct the majority of their business on the Internet, may include dot-com divisions of retail companies, etc.

Healthcare

60. Animal Care
61. Consumer Health
Over-the-counter medications, nutraceuticals, etc.
62. CBD and Cannabis Products
CBD and Cannabis Products.
63. Healthcare Providers
Insurance companies, hospitals, and other related providers.
64. Medical Technology
Includes healthcare IT companies, medical devices.
65. Pharmaceutical: Rx
Also includes biotechnology companies.

Non-Corporate

66. Associations
Associations or coalitions consisting primarily of for-profit businesses; for charities.
67. Educational & Cultural Institutions
Schools, universities, museums, art galleries, performing arts venues, etc.
68. Government Agencies
Any government-sponsored campaign, domestic or overseas, including public education, tourism promotion, economic development.
69. Not-For-Profit Organizations
Excluding trade associations.

Diamond SABRE Awards - US$100

Each selection costs $100 plus the basic entry fee ($450).

Diamond SABRE Awards

70. Company of the Year
This award will recognize a corporation (or other organization) that has embraced public relations as a key management discipline and can demonstrate that public relations has made a significant contribution over the course of the year to its overall performance. Winning submissions will demonstrate that organizational behavior and organizational communications are aligned, and that public relations activities attain the highest levels of integrity, authenticity, and effectiveness. (This category is NOT open to public relations agencies.).
71. CEO of the Year
This award will recognize the chief executive who has worked diligently to enhance the role of public relations within his or her organization, or demonstrated a clear commitment to ensuring that the organization embraces the principles of ethical and effective public relations, in its culture, its communications and its actions. (This category is NOT open to public relations practitioners).
72. The SABRE Award for Superior Achievement in Brand-Building
This award will recognize public relations work that has played in a central role in brand strategy, positioning and messaging. Successful submissions will demonstrate that the PR professionals involved—on either the agency or in-house team—took a lead role in creating and developing a brand platform and explain how that platform shifted perceptions, built stronger customer relationships, and ultimately drove sales.
73. The SABRE Award for Superior Achievement in Reputation Management
This award will recognize public relations work that has played in a central role in corporate strategy, positioning and messaging. Successful submissions will demonstrate that the PR professionals involved—on either the agency or in-house team—took a lead role in creating and developing a corporate reputation platform and explain how that platform shifted perceptions, built stronger stakeholders relationships, and ultimately contributed to corporate performance.
74. The SABRE Award for Superior Achievement in Research and Planning
This award will recognize public relations campaigns that draw on original research and modern data and analytics to develop critical insights into the client and its audience, and use formal planning techniques to devise the most appropriate strategic approach to address a challenge or seize and opportunity.
75. The SABRE Award for Superior Achievement in Measurement and Evaluation
This award will recognize public relations campaigns that made a meaningful and measurable contribution to an organization’s bottom-line results. Winning entries will focus on metrics such as stakeholder engagement, stakeholder attitudes, “net promoter score” (or similar), sales results, or business performance, and will make a compelling case that these results were directly related to effective communications.

Silver SABRE Awards

Each selection costs $100 plus the basic entry fee ($450). Your first selection is included in the basic entry fee (i.e. its $450 for 1 selection). Please select all the categories you would like to enter.

Silver SABRE Awards

76. PR Agency Employee Program
For communications between an agency or in-house PR department and its own team members.
77. PR Agency Citizenship
For pro-bono work, volunteerism, and philanthropic programs designed to strengthen the relationship of an agency with the wider community.
78. PR Agency Marketing
Building the brand or reputation of a public relations agency.
79. Thought Leadership In PR
For books, speeches, bylined articles, original research and other thought leadership activities designed to elevate awareness and understanding of PR and/or a particular PR agency.
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