Purposeful PR – what does it truly mean? We often say that as communicators, as storytellers and strategists we shape the conversation and can influence society and spark change. But how exactly? And how do we fuse branding objectives with societal duties? Where does the line between a human being and a communication professional start and stop?
On my second term as the Chairperson, I drew inspiration from the principle that change, being inevitable and unpredictable, should not be feared nor avoided but welcomed. We learn from experiences and with new learnings, comes necessary changes.
After the 56th Anvil Awards, we held a discussion with the panel of judges about the things they wanted revised or updated to better serve the purpose of the Anvil. From that series of discussion are these changes in the rubrics.
First, we recalibrated points in each rubric following inputs from the survey that we conducted among the judges last year. We added the Special Score subcategory to give judges an opportunity to rank entries by assigning a score between 1 and 5. We also created a rubric for coffee table books for printed publication, with the aim of being more inclusive and appreciative of the contribution of these publication. Lastly, we included the Presentation of Entry subcategory to recognize the completeness of each nomination in terms of the quality of writing and visuals of the entry
We consulted with IMMAP on the changes we introduced on the Digital PR and Tools category in recognition of the Philippine Digital Measurement Standard that IMMAP created for our industry.
I commend our former and current judges – very dedicated professionals who have become friends over time — for taking the time from their busy schedules to ensure the Anvil continue to be the symbol of excellence through these changes. We’ve done so much together and I look forward to collaborating with you all again and nurturing the relationship we’ve built. Kape-kape po tayo soon!
And now for the task at hand. The big night! I know you’ve all been waiting for this and don’t worry, I won’t bore you with any more talk of numbers. I leave you instead with this gentle reminder, huling hirit before the festivities, if you will:
We have been presented an opportunity to reaffirm, if not prove, that more than just artistic words, theories and strategies, we can make real, tangible changes in the everyday lives of Filipinos. The Anvil in its essence is a grand ensemble of experts honoring the best, most relevant campaigns that showed the impact communication in all of its forms can have. By listening to the noise that is life and filtering in only those worth listening to, we can make sure that the right programs, tools, people and brands receive the nod that is the Anvil. And as long as we continue creating meaningful and relevant projects and making sure these ripples across the society, then our role is fulfilled.
Ms. Maria Luisa P. Sebastian, APR is the 57th Anvil Awards Chairperson