Do

• Read the category description and criteria thoroughly and write each entry accordingly
• Take time to write/plan your entry. First round scores depend on the quality of your written submission
• Check the word count allowance for each element of the category/categories you are entering. This is clearly indicated in the online entry system, the entry kit and online
• Make sure your written entry is strong enough to stand on its own at the first stage of judging
• Include all ‘killer facts’, make sure the entry is interesting and compelling
• Make your point quickly and clearly
• Write each entry specifically for the category entered
• Show a clear link between strategy, objectives, tactics and outcomes
  • Outline the problem clearly and succinctly
  • Explain what you wanted to achieve and why
  • Demonstrate the rationale (based on insight) for your positioning/strategy
  • Describe any difficult circumstances you had to overcome
  • Provide evidence of effectiveness of outcomes vs objectives using benchmark data
  • Make sure that outcomes marry up with your objectives – otherwise it’s not a winner!

Don’t

• Make assumptions about what the judges know
• Construct your objectives retrospectively – they are too easy to spot
• Confuse objectives with tactics
• Post-rationalise
• Overuse jargon
• Forget that decisions are based solely on the content of the entry at the first round of judging.

And finally…

Get a second opinion!

Once you have written your entry, show it to at least one colleague who knows nothing about the campaign/activity. If he or she doesn’t understand something, neither will the judges!

To enter go to https://pmea.awardsplatform.com/