Rules of the Competition
PR Impact Awards Communication Project Competition Rules
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Date and place
The final of the “PR Impact Awards 2025” competition will take place on June 12, 2025, in Vilnius.
The top projects in each category will be presented publicly during the “PR Impact Awards 2025” conference on the same day. Applicants whose projects reach the final are required to present them at the event.
Winners will be announced and awarded during the awards ceremony on June 12.
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Competition Terms and Application Requirements
2.1. The competition is open to business and public sector organizations, communication agencies, freelance professionals, non-governmental organizations, and others from all countries except russia and Belarus.
2.2. Projects submitted for the competition must have been implemented between May 2024 and April 2025 (inclusive).
2.3. Applications must be submitted in English by completing the official form at primpactawards.com.
Applications and corresponding payments must be completed by May 6, 2025, at 11:59 PM.
2.4. Application Submission Rules
2.4.1. If a project was created and implemented by multiple parties (e.g., an agency, client, freelance experts), only one participant may submit the application, having first reached an agreement with all involved parties.
If two different participants submit the same project, only the application submitted first will be accepted for the competition.
2.4.2. Applications cannot be submitted without the project owner’s/client’s approval regarding intellectual property rights and their consent to participate in the competition.
2.5. Grounds for Application Rejection
2.5.1. The organizers reserve the right to disqualify any application that offends national or religious sentiments, discriminates against social groups, or promotes illegal activities.
2.5.2. Applications that have previously been submitted to this competition.
2.5.3. Applications that do not meet the competition criteria as outlined in these rules.
2.5.4. Applications that are incomplete or not paid for by the specified deadline will be rejected.
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Competition Categories and Awards
3.1. Applications can be submitted in 22 categories:
3.1.1. SUSTAINABILITY COMMUNICATION
A communication project or campaign presenting an organization’s sustainability initiatives.
3.1.2. SOCIAL RESPONSIBILITY CAMPAIGN
A communication project or campaign presenting an organization’s social responsibility initiatives to various stakeholders.
3.1.3. CORPORATE COMMUNICATION
A communication project or campaign aimed at strengthening an organization’s reputation, the implementation of which uses different communication tools and channels to reach different target audiences.
3.1.4. INTEGRATED MARKETING COMMUNICATION
A communication project or campaign aimed at presenting products/services or promoting sales, the implementation of which uses different communication tools and channels to reach different target audiences.
3.1.5. EMPLOYER BRANDING COMMUNICATION
A project or campaign aims to create a positive image of the employer, strengthen the employer’s reputation, and attract new employees.
3.1.6. INTERNAL COMMUNICATION
An internal communication project aimed at creating and developing the relationship between the organization and its employees; strengthening the organization’s internal culture; communicating future changes; building and fostering new and existing organizational values.
3.1.7. EVENT COMMUNICATION
An event or its communication aimed at communicating corporate knowledge and news, presenting products or services to internal or external audiences.
3.1.8. INNOVATION IN COMMUNICATION
he use of innovations or applying innovative processes when creating, implementing, or evaluating a communication project/campaign and its results.
3.1.9. INFLUENCER COMMUNICATION
A communication project which involved influencers/opinion leaders or achieved extremely high organic circulation in the public space.
3.1.10. DIGITAL COMMUNICATION
A communication project or ongoing communication about the organization or brand, implemented only in social media / digital space (Facebook, Instagram, LinkedIn, Twitter, Telegram, Discord, Youtube, Internet forums).
3.1.11. LEADERSHIP COMMUNICATION
The project aimed to create a positive professional image of the organization’s management – to strengthen its reputation and thus achieve its leadership in the public sphere.
3.1.12. SPONSORSHIP
A social advertising / social issue campaign with excellent results or efficient communication of the company‘s sponsoring activities.
3.1.13. B2B COMMUNICATION
A communication project aimed at increasing the awareness / creating a favourable reputation of politicians, political organizations, or election campaign participants.
3.1.14. INTERNATIONAL COMMUNICATION
A communication campaign that was carried out in two or more countries.
3.1.15. POLITICAL COMMUNICATION
A communication project aimed at increasing the awareness / creating a favourable reputation of politicians, political organizations, or election campaign participants.
3.1.16. PUBLIC SECTOR COMMUNICATION
A campaign or project aimed at communicating public sector institutions’ policies, services, and achievements / informing the public about current issues, news / changing public opinion or behavior.
3.1.17. NGO COMMUNICATION
Communication projects or campaigns of non-governmental organizations intended to communicate their position, relevant issues, projects, services, achievements, or change public opinion or behavior.
3.1.18. COMMUNITY ENGAGEMENT
A communication project or tool crafted to cultivate a devoted physical or virtual, internal or external community for an organization or brand, with the aim of fostering engagement and cultivating a favorable perception of the organization or brand.
3.1.19. CRISIS (AND ISSUE) COMMUNICATION
Communication activities in preparation, testing and execution during the crisis situation or important event.
3.1.20. PUBLIC AFFAIRS
Campaigns, aiming at some sort of legal regulation changes.
3.1.21. LOW-BUDGET / NO-BUDGET CAMPAIGNS
Campaigns, which were implemented with no budget at all or a very small budget (up to €1,000).
3.1.22. PR AGENCY OF THE YEAR. The Agency with the highest number of prize awards, and in the event of a tie, the Agency with the lowest sum of awarded positions.
3.2. There is no limit to the number of categories a project can be submitted to. However, when submitting your project, please ensure that it and its description align with the specific requirements of the chosen category as outlined in Section 3.1 of these rules.
If necessary, the organizers reserve the right—after consulting with the jury and the applicant—to reassign the project to a different category.
3.3. Additionally, the AGENCY OF THE YEAR will be selected (the agency that accumulates the most points for awards, according to the system outlined in point 7.2.1).
We recommend reviewing all the application questions before filling out the form to get an overall picture – you will also find more detailed explanations in this document. You can send the document here.
4. Procedure for Selecting the Agency of the Year
4.1. The Agency of the Year award is given to the communication agency that accumulates the highest number of points for project awards in the main categories (note: the Public Choice category is not included in this calculation).
4.2. Scoring system:
4.2.1. For each project awarded in categories listed under points 3.1.1 to 3.1.20, points are allocated based on placement:
- 1st place – 3 points
- 2nd place – 2 points
- 3rd place – 1 point
4.2.2. Additional points are awarded for the number of different awarded projects (1st–3rd place) by the agency in the categories listed in 3.1.1 to 3.1.20. Each awarded project earns 1 additional point.
4.2.3. In case of a tie, the Agency of the Year title goes to the agency with the highest number of unique projects that placed 1st–3rd.
5. Other application requirements
5.1. Application Deadlines and Submission Fees:
| Deadline for submission | Date | Price |
| Early submission | 14 April 2024 to 21 April 2025 at 11:59 PM | 150 € |
| Intermediate submission | 22 April 2025 to 29 April 2025 at 11:59 PM | 180 € |
| Late submission | 30 April 2025 to 12 May 2025 at 11:59 PM | 230 € *(If you submit 3 or more late applications, the fee is reduced to €200 per application.) |
5.2. Payment for applications should be made to:
Komunikacijos industrijos asociacija
Bank account: LT877300010119730925, “Swedbank” AB
Payment reference: “Participation fee for PR Impact Awards 2025”
After submitting the application, it is mandatory to send an email to info@primpactawards.com indicating which specific applications were submitted (category, title, applicant) and to attach a copy of the payment.
Failure to provide this information by the deadline will result in the application being rejected.
5.3. All applications must be submitted electronically by completing the form available at www.primpactawards.com
5.4. Additional visual materials may be attached to the application (in PDF, JPG, or PPT format, with a maximum file size of 5 MB) along with any optional comments.
The project title must be provided in both English and Lithuanian.
6. Jury Work and Evaluation Criteria
6.1. Applications are evaluated by international jury members. The list of jury members will be published on www.primpactawards.com.
6.2. The shortlisted applications in each category—those that make it to the final—will be announced no later than June 6 on www.primpactawards.com and on the competition’s official Facebook and LinkedIn page.
6.3. Finalist projects must be presented by their applicants at the “PR Impact Awards” conference on June 12.
The presentation may last up to 5 minutes, and should be delivered in Lithuanian. (Projects from other countries or international projects may be presented in English.)
6.4. Jury members evaluate each competition entry using a scoring system based on the following criteria:
6.4.1. Strategy (1–10 points):
6.4.1.1. A clearly and logically presented situation analysis, including the tools used for analysis (e.g., research), the problem identified, and its root causes.
6.4.1.2. Clearly defined project objectives expressed through measurable criteria and directly linked to the identified problem.
6.4.1.3. Accurate identification of target audiences.
6.4.1.4. Defined indicators of desired change and a system for monitoring them.
6.4.1.5. Involvement of stakeholders in the strategy development process.
6.4.2. Creativity and Innovation (1–10 points):
6.4.2.1. Creative insight or solution.
6.4.2.2. Alignment of the creative solution with the overall project strategy.
6.4.2.3. Use of new or unconventional tools and methods.
6.4.2.4. Application of technological innovations.
6.4.2.5. Adaptation of best practices.
6.4.3. Implementation (1–10 points):
6.4.3.1. Selection of communication channels and tools appropriate for reaching the target audiences.
6.4.3.2. Effectiveness of the tactical implementation.
6.4.3.3. Problem-solving during the implementation phase.
6.4.3.4. Effective partnerships.
6.4.3.5. Efficient use of financial and other resources.
6.4.4. Project Results and Evaluation (1–10 points):
6.4.4.1. Achieved results, their justification, and alignment with the project’s strategy and stated objectives.
6.4.4.2. Identified and substantiated reach and dissemination indicators (communication results).
6.4.4.3. Identified and substantiated impact indicators (e.g., on public opinion, organizational performance, business results, etc.).
6.4.4.4. Broader social impact achieved (e.g., setting trends or shaping best practices).
5.4.4.5. Guidelines for project continuity, improvement, and lessons learned.
6.5. The projects that advance to the final stage in each category are selected based on the total number of points received during the evaluation.
7. Project Presentations at the Conference
7.1. The top projects in each category (competition finalists) will be presented at the conference on June 12.
Presenters are free to choose the format of their presentation. However, the organizers kindly request that projects be presented live (not only as a video) and that presenters be prepared to answer questions from the audience.
7.2. Each presentation is allotted 4 minutes, followed by 1 minute for audience Q&A.
7.3. Presentation files (PPT or similar formats) must be submitted by June 10 at 11:00 AM to the email address provided by the organizers.
The email must include the following information:
- Category
- Applicant’s name
- Project title
- Contact person (for communication if any questions arise)
The file name of the submitted presentation must include: category, project title, and applicant’s name.
7.4. The presentation materials submitted on June 10 can no longer be modified afterward.
All presentations will be displayed from the organizers’ computer.