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Introduction

The Young PR Professionals Competition is the Council of Public Relations Firms of Hong Kong’s (CPRFHK) annual public relations competition for young professionals and students across Hong Kong. The Competition will run from 26 January until 27 February, 2015.

The competition highlights and rewards best practice for communications students and young public relations professionals across Hong Kong.  Providing a platform for students and young practitioners to showcase their strategic and creative ideas and test their competence, the competition also gives young professionals the opportunity to connect with industry professionals.

The 2015 topic challenges entrants to develop a six-month creative integrated PR plan to promote a fictional government health awareness campaign specifically targeting the social concern of binge drinking among Hong Kong youth.

The winners – one student and one young professional – will be announced at a special CPRFHK awards event on 17 March, 2015, attended by entrants, industry members, judges and representatives from business and government. Winners will also be listed on the CPRFHK’s webpage (www.cprfhk.org) and Facebook page (https://www.facebook.com/pages/Council-of-Public-Relations-Firms-of-Hong-Kong/235707753162189)

Sponsors

BrandHK
Telum Media
Media Partner: PR Week Asia

About the Competition

Who can enter?

The competition is open to full-time and part time students studying in Hong Kong and young PR professionals working in-house or at PR consultancies based in Hong Kong.

Entrants will be separated into two categories:

  • Student (full-time/part-time)
  • Young Professional

Those who enter the student category must be studying public relations or communications in their degree at a university or a tertiary institution in Hong Kong. For the young professional category, entrants must be aged 28 or under as of July 31, 2015.

Key dates

  • Open for entries: 26 January, 2015
  • Entry Deadline: 27 February, 2015
  • Judging Process: 2 March to 27 March, 2015
  • Winners Announced: 17 March, 2015

Judging

A panel of at least five judges will independently assess the competition entries. Care will be taken by the CPRFHK to select a group who offer the right balance of experience and objectivity for the competition. In addition to a representative from the CPRFHK, judges will be drawn from the corporate, government, academic and media sectors. The selected judges will be announced closer to the entry closing date (details will be available at www.cprfhk.org).

Prizes

One winner and one runner up prize will be awarded in each category.

Student category: winners will receive a HK$5,000 cash prize and an internship with a CPRFHK member firm (see www.cprfhk.org for membership listing).

Young Professionals category: HK$10,000 cash prize for the winning entry and a place on the CPRFHK Board as the Young Professionals’ Representative for the 2015/2016 Council year.

How to Enter

Entrants must complete the official entry form, which can be found at the end of this document or is downloadable from the CPRFHK website. Your written submission must be attached to your entry form and submitted together as one document via email to [email protected]. Email acknowledgement will be sent to the entrant after application is received. There is no entry fee for this competition.

Entries are due by 5 p.m. on 27 February, 2015. Entries received after this time will not be considered.

When sending your entry via email, please label your attached document with your full name and the category which you are entering. For example:  John Baker – Student; or Rebecca Lee – Young Professional.

The Brief

Alcohol consumption is on the increase in Hong Kong. More concerning is an increase in binge drinking among the young adult population (18 – 24 year olds). The World Health Organization defines binge drinking as having drunk at least six units of alcohol (equivalent to three glasses of wine or three glasses of 5% beer) on a single occasion in the past month.

Hong Kong Government Department of Health figures show that the percentage of 18 – 24 year olds engaged in binge drinking increased from 7.4% in 2010 to 9.8% in 2012. Research also shows that the frequency of binge drinking increases over the course of a student’s university career and that girls are more likely to engage in binge drinking than boys. Independent academic research also shows that perception of the risks associated with alcohol consumption is low among Hong Kong university students.

Excessive consumption of alcohol is detrimental to health and this is exacerbated by binge drinking. Alcohol is deleterious to the functioning of the body and if abuse is continued over the long term it can cause permanent damage to the organs. Intoxication can also lead to personal injury which can be severe. Both the short-term and long-term effects of alcohol abuse put a strain on Hong Kong’s healthcare system and affect the productivity of the population.

A variety of recommendations have been put forward to help better regulate alcohol consumption and curb incidences of binge drinking. Hong Kong Government believes that before any regulatory changes are considered there must be a concerted effort to instil an understanding of responsible drinking at an early age as this will help moderate personal consumption over the longer term.

The Hong Kong Government would like to invite recommendations for a six month integrated communications campaign to:

  • Raise public awareness of the increasing problem of binge drinking among 18 – 24 year olds in Hong Kong and the health implications it brings.
  • Promote responsible drinking among Hong Kong youth.
  • Garner industry support for the promotion of responsible drinking.

Structure and Judging Criteria

Your written entry must be no more than 1,500 words in length. Please use 12-point typed font and double spacing. Students are free to support their entries with creative visuals.

Your plan must be divided into the following sub-headings:

  1. Situation analysis
  2. Objectives
  3. Target audience
  4. Key messages
  5. Strategy
  6. Tactics and deliverables
  7. Budget and timeline (approximate)
  8. Evaluation

When evaluating your submission, the judges will take the following criteria into account:

Quality: Is there a clear writing style, does the plan flow together well? Has the correct structure been used? Has an understanding of the PR planning process been demonstrated?

Strategic thinking: How effective is the plan’s strategy? How were the key messages determined? Are the plan’s objectives met? Does the plan address the target audience effectively?

Creativity and originality: What creative thought was put into developing the plan? What insights support the creative approach? What tactics have been identified?

NOTE: When preparing your entry, do not be restricted by what could realistically be implemented – the topic is intended to be hypothetical only.

For further information or if you have questions relating to the entry procedure, please contact [email protected]

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