PR Next

Monthly eZine for PR Professionals

PR arrives at Cannes

Posted by prnext on June 17, 2009


ublic relations is finally being honored with its own award category at the Cannes Lions International Advertising Festival. After years of watching the advertising world live it up at the Cannes Lions International Advertising Festival, PR professionals now have their own entree to the famed Croisette, thanks to the inclusion of a PR category at the 56th annual event this year.
The inaugural PR Lions will see the sector take its place alongside the various advertising disciplines already honored, with awards for film, press, outdoor, media, radio, direct, promo, cyber, design and integrated. A special Titanium Lion celebrates ‘breakthrough ideas’.
The event, which is scheduled between 21 to 27 June, will give PR professionals a chance to rub shoulders with some of the biggest names in the marketing world. June 22nd will be the day for PR awards. Each day will be brimming with seminars, workshops, master classes and exhibitions.
For PR agencies, there are some compelling reasons for taking part in the festival. Cannes’ ability to attract senior client-side marketing executives is well known and remains a draw. With clients increasingly looking to integrate their advertising and PR activity, Cannes offers agencies the opportunity to start leading the creative process and win more business.
By making sure that clients see award-winning PR work, PR community hopes they will divert below-the-line budget towards the PR agency rather than the creative shop.
Cannes has attracted more than 400 PR entries from around the world, including 60 from the UK. The numbers represent a healthy tally, particularly in such a tough economic environment. It is also worth bearing in mind that attending Cannes is not exactly a low-cost affair.
PR’s inclusion at Cannes is yet another sign of its increasing recognition and importance within the marketing community. In an environment where clients are looking for the best ideas, regardless of their provenance, the onus is on PR agencies to prove they can swim with the biggest fish.
The entries will be judged on their merits, with particular regard to idea generation, and hopefully the jury will make the awards with particular regard to creativity. This is important because Cannes is all about creativity. It is also long overdue that public relations work should be celebrated in the same way that advertising always has been.

Public relations is finally being honored with its own award category at the Cannes Lions International Advertising Festival. After years of watching the advertising world live it up at the Cannes Lions International Advertising Festival, PR professionals now have their own entree to the famed Croisette, thanks to the inclusion of a PR category at the 56th annual event this year.

The inaugural PR Lions will see the sector take its place alongside the various advertising disciplines already honored, with awards for film, press, outdoor, media, radio, direct, promo, cyber, design and integrated. A special Titanium Lion celebrates ‘breakthrough ideas’.

The event, which is scheduled between 21 to 27 June, will give PR professionals a chance to rub shoulders with some of the biggest names in the marketing world. June 22nd will be the day for PR awards. Each day will be brimming with seminars, workshops, master classes and exhibitions.

For PR agencies, there are some compelling reasons for taking part in the festival. Cannes’ ability to attract senior client-side marketing executives is well known and remains a draw. With clients increasingly looking to integrate their advertising and PR activity, Cannes offers agencies the opportunity to start leading the creative process and win more business.

By making sure that clients see award-winning PR work, PR community hopes they will divert below-the-line budget towards the PR agency rather than the creative shop.

Cannes has attracted more than 400 PR entries from around the world, including 60 from the UK. The numbers represent a healthy tally, particularly in such a tough economic environment. It is also worth bearing in mind that attending Cannes is not exactly a low-cost affair.

PR’s inclusion at Cannes is yet another sign of its increasing recognition and importance within the marketing community. In an environment where clients are looking for the best ideas, regardless of their provenance, the onus is on PR agencies to prove they can swim with the biggest fish.

The entries will be judged on their merits, with particular regard to idea generation, and hopefully the jury will make the awards with particular regard to creativity. This is important because Cannes is all about creativity. It is also long overdue that public relations work should be celebrated in the same way that advertising always has been.

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