Within PR, the same question has been asked for years: what makes a campaign good? The answer usually comes from professional juries. It makes sense, as they assess based on strategy, creativity, and execution. Yet, there's one important group that remains consistently overlooked: the people themselves.
And this is remarkable, because, in the end, they are the ones who decide whether a campaign resonates, is shared, or simply fades away.
The one elusive element: feeling
In practice, you often see campaigns evaluated on how cleverly they are conceived. On paper, everything checks out: a strong message, well-chosen channels, and a clear strategy. But that does not automatically mean the public will engage with it.
Some campaigns win awards without really leaving a mark, while others, seemingly simple actions, garner massive attention and spark conversations. That difference lies in something that is tough to capture in jury reports: feeling. What touches people, what do they talk about, and what do they share?
The establishment of the 'PR Publieksprijs'
And so, the 'PR Publieksprijs' was born. A brand new award that intentionally shifts focus. Not only does it matter how well something is conceived, but especially what effect it has on people. Everyone from the audience has the chance to determine what the best PR campaign or PR stunt of the year has been.
It could very well provide a fairer picture because it's not just about professional content, but about total impact. We see daily how quickly attention shifts. Campaigns come and go, but only a small fraction truly sticks.
As a platform, we are right in the middle of it. We see what is picked up, what is shared, and what causes no movement. From that reality, the 'PR Publieksprijs' arose. Not to replace existing awards, but to add something that was missing: the voice of the public.
The action plan
The setup is simple and accessible. First, the best PR stunts and PR campaigns of 2025 can be submitted for almost a month. Then, a shortlist will be made, after which the public can vote. Ultimately, the winners will be announced.
If you really want to know the concrete planning: be sure to check it out on the website of the 'PR Publieksprijs'.
