The 56th ANVIL Awards, hosted by the Public Relations Society of the Philippines, recognized the most outstanding public relations tools and programs in the country in virtual ceremony held last February 19, 2021.
“The crucial role of public relations was reinforced during this health crisis. PR during crises connects communities. The PRSP, through its ANVIL Awards, recognized purpose-driven and impactful initiatives that promote corporate integrity and the social good across platforms,” said Ma. Luisa Sebastian, 56th ANVIL Chairperson.
ANVILs received a total of 534 entries but only 142 won. Two levels of judging were done. The first level of judging was done by 65 PR and communication professionals. Five judges were assigned to evaluate each entry. Entries which scored 85 to 90 received Silver ANVILS while those that scored 91 to 100 bagged Gold ANVILS.
The Gold ANVILS that scored 94 to 100 were endorsed to the second level of judging with a distinct Panel of Jurors composed of 11 representatives including selected past presidents of PRSP, academe, media, civil society and international organizations. Former Supreme Court Senior Associate Chief Justice Antonio Carpio, Jr. acted as the Chairperson of the Panel of Jurors.
Given the times, distinct categories for COVID-related PR programs and tools, digital pr programs, digital PR tools, crisis or issues management for government were introduced. For the first time in ANVIL history, rubrics were used in judging nominations. The five-point rubrics defined specific levels of achievement and helped ensure an objective evaluation of entries.
A total of 86 PR programs and 36 PR tools won Silver ANVILS while 12 PR programs and four PR tools bagged Gold ANVILS.
The Grand ANVIL for the top public relations program was “The NESCAFE Plan: Transforming farmers into agripreneurs to create a sustainable and progressive coffee industry in the Philippines” by Nestle Philippines. The program provided farmers with technical assistance and training on best farming practices and entrepreneurship to distribute superior planting materials and offer a ready market for their coffee crop over several years of program implementation.
The Platinum ANVIL for the best public relations tool was “PLDT-Smart #CyberSmart Caravans: Promoting Cyber Security and Safety among Teachers and Students” for improving awareness, understanding, and behaviors on data privacy and security, online child safety and protection, and combatting fake news”.
Based on the tally of the total number of gold and silver trophies, PLDT-Smart was hailed as Company of the Year with 31 points while PAGEONE Group won the Agency of the Year with 28 points.
“Entries this year showed how PR and communication successfully addressed challenging issues during the pandemic with professional skills, creativity and resourcefulness. We congratulate all the winners. They serve as role models in our industry,” said PRSP President Norman Agatep.