The Douglas Smith Award 2017
Background to the Douglas Smith Student Award
The Douglas Smith Student Award is an annual award now in its fourth year. Its aim is to encourage
young PR talent and, in order to qualify, entrants have the task of developing an international
campaign brief (see below for details).
The award was created in memory of Douglas Smith, founder and patron of CIPR International and a great supporter of young and emerging talent. It aims to encourage the next generation of PR
practitioners to think internationally and creatively and is awarded to students who demonstrate
talent in communications and an understanding of global PR. Students on BA and MA Public Relations university courses in the UK are eligible.
The winning individual or team will receive a cheque for a total of £1,000 and a small crystal trophy.
Deadline for entries is Noon on 21 April 2017.
One of the most interesting – and challenging – issues that any practitioner will have to deal with is a company merger. And the merger of any company becomes more challenging – and more interesting – when it is an international merger.
This is the challenge we are setting this year. It involves health drinks company VitDrink taking over a division of GoodNutri, a health food company. Both companies have offices in the Europe, Asia and Africa, and sell their products across all those markets. Both companies are listed. The takeover will involve the closure of some plants and redundancies. It will also mean that some of the products will change.
The task will demonstrate your understanding of different types of stakeholders, different cultures, together with an ability to compile an active programme. We’re looking for entries which provide good analysis of the stakeholders involved, and which take a creative but efficient approach. We are also looking for an outline of how you would evaluate the success of the programme.
The task is to develop a communications plan for the takeover. We are not expecting specific knowledge on dealing with listed companies – you only need to be aware that no communication can be undertaken until the announcement is made on the relevant stock exchange. However, we would like you to demonstrate an understanding of the different stakeholders that might be involved in such a takeover, how you might communicate with them, and what the preparation process is.
The plan needs to incorporate:
Identification and explanation of the groups of stakeholders with whom you need to
The preparation you need to do
A communications strategy and plan
An outline of different scenarios which could endanger the takeover
You will need to think about:
Research to underpin your campaign
Statement of key communication objectives
The different cultures of your markets
The messages you want to get across
The channel/s of communication and why you have chosen it/ them
A creative approach
Apportioning of expected budget
The anticipated impact
How you will monitor and measure the results
Please note that marks will be deducted if you include AVEs In your submission.
Entries should be no more than 1,500 words, plus a 100 word award entry summary to be published
should your entry be shortlisted.
Your entry should be submitted as a single pdf document of no more than 2MB. It may include some or all of the following:
- A written proposal
- A video (using a link)
- A PowerPoint presentation
- Social media
Entries – Deadline Noon 21 April 2017
Entries should be submitted by noon on 21 April 2017 to:
Eva Maclaine Found Chart PR, FCIPR
The entry should contain
Your final submission
Any accompanying material
The Douglas Smith Entry Form 2017
How will this award be judged?
The Douglas Smith Award is judged by a panel of senior practitioners and academics over the course of Spring/Summer 2017. Winners will subsequently be notified by email.
And don’t forget the deadline for entries is noon on 21 April 2017.