The strategic and executional contribution of PR agencies to communication projects is not always sufficiently visible within existing categories and entry models. Members of HURA have therefore launched an initiative that should show how PR excellence can be more adequately valued within HURA’s existing competitions.
Within the association, the Temporary Working Group for Improving the Evaluation of PR Excellence within HURA’s Competitions has been established. Its task will be to analyse the existing categories and entry models and determine where they can be improved so that the contribution of the PR profession is more adequately recognised.
The working group will consider adjustments to existing categories, as well as the possibility of new solutions where a need for them is identified. Its conclusions and proposals will serve as a basis for considering possible changes to HURA’s existing competitions.
Nine experts from member agencies have so far joined the group: Marina Bolanča from Abeceda komunikacije, Nataša Cesarec Salopek from Agencija IMC, Kristina Gotovac from Komunikacijski laboratorij, Tomica Hrupelj from Organizacija, Anamarija Hrvoić Đurić from Manjgura, Nina Išek Međugorac from Val grupa, Željka Martinović from Komunikacijski ured Colić, Laco i Partneri, Mila Martinović Kljaić from 404 / MYTY and Vladimir Preselj from Millenium promocija.
The initiative emerged from discussions among HURA members about how PR contributions are currently recognised within competition formats. Rather than allowing the discussion to remain at the level of acknowledging that there is room for change, a temporary group was formed with a clearly defined mandate and the task of translating proposals into possible concrete improvements.
This way of working is part of HURA’s model in which members directly participate in the development of the association’s initiatives through working groups. In this case, the focus is on ensuring that existing competitions better reflect the way integrated communication projects are created today and more clearly recognise the role of the PR profession in their development and execution.
