Public Relations is a powerful communications management discipline which aims to connect a business and its key publics, normally through earned or free media. PR can support sales in both the short and long term by building awareness and branding. It is seen as providing greater credibility than paid advertising, due to media objectivity, and is therefore a valuable marketing technique. Entrants for this award should be able to demonstrate how they have deployed PR in ways that support marketing strategies. The judges will look for clarity of goals, tight definition of target audiences, coherent themes, creativity in execution, and meaningful measurement.