The PRWeek Purpose Awards are back and the topic of purpose couldn’t be more relevant.

The global COVID-19 pandemic has many searching for meaning. With so many either out of work or working in new limited capacities, it’s not surprising that individuals and companies have been reassessing their core values, which, during times like these, comes to light instantly.

Some scramble to change behavior to match evolving consumer and stakeholder expectations. For others, the transition to a more purposeful world may come a bit easier simply because they are remaining true to themselves and how they engage their customers and employees.

Set against this backdrop, The Purpose Awards were launched to recognize the ongoing journey of companies shifting to more purposeful values. Following 2019’s PRDecoded conference and inaugural awards, our jury chair published key takeaways in Carol Cone’s 10 Purpose Principles, which also offers some best practices based on her 30 years’ experience shaping the field of social impact and purpose. 

Still, even if you’re already doing things right, that may not always translate onto an award-winning entry form. So, we’re here to tackle that first (and only) question to the Purpose Awards’ Company and Personality categories: the Statement of Purpose.

The winning company/person will have demonstrated a positive purpose and shown that cause is crucial to everything it does/they do. The winning entrant will be expected to provide data to support its claims, where appropriate.

It’s very easy to get lost with an open-ended question like this, so here’s a roadmap for you to frame your answer and ensure you’re providing what the judges will be expecting.

Situation Analysis
A statement of purpose would organically arise from an analysis of internal and external environments and evaluating core or guiding principles. Judges will evaluate how the nominee’s statement of purpose aligns with the company or her/his own values.

Business Peformance / Originality
Business performance is often defined by bottom-line financial factors but has recent work been indicative of the company’s efforts to demonstrate positive purpose within the eligibility period. Has the brand or agency made significant progress in either creating or sustaining a position of purpose? Has the individual nominee made innovative or groundbreaking steps on behalf of her/himself or the company, or simply joined a movement as the latest participant?

Data
Consider the use of data and results both as indicative of performance and impact. How effective was the company using data and analytics throughout its initiative? Did it effectively show results indicative of success or provide key insights to fold into its strategy for improvement or evolution?

Real results are not simply numbers to measure success but enact changes in the behavior of either the work of the nominee or the audiences it targets.

Leadership
Leadership can be demonstrated within the PR industry, in terms of involvement in professional organizations and thought leadership, or in the broader community via charitable/community efforts the company is involved in or leads. Noteworthy developments in company culture or innovative steps forward are relevant here.

For individuals, positive purpose and social responsibility will be crucial in everything she/he does and will have been imbued throughout his/her organization as well as leadership within the industry at large or activities conducted outside of work.

For CEOs at a corporation or multiple-brand-owning company, winners will have shown leadership and the ability to convey effective messaging to internal and external audiences.

For Most Purposeful Person Under the Age of 30, consider how the nominee truly stands out from other entrants in terms of how much she or he has accomplished in pursuit of purpose during a short career.

Authenticity
What steps is the company or agency taking to ensure it is genuinely adhering to its purpose? Has it established a system of checks and internal auditing to prevent “purpose-washing” and ensure its mission is embedded deeply within the organization, brand, or agency?

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Now knowing how you can effectively shine the best light on yourselves or your nominated colleagues, you can look forward to due recognition and showing others the best way forward.

Submit now through our June 8 deadline before that late fee is triggered.