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Journalist Daniela Graicar, partner and co-CEO of PROS, will judge projects in the PR Lions category at the Cannes 2023 festival for the first time. press. Content, influence and digital bring a much higher earned media result and build a positive reputation, maintains Daniela, who opened her first business in the area at the age of 19. Today, she runs a company made up of 135 professionals, and leads the Aladas Movement, which supports female entrepreneurship. The event takes place in France between the 19th and 23rd of June.
Criteria
Technically, the criteria coming from the festival to the PR area divide the total score: 20% idea and creativity; 30% strategy; 20% execution; and 30% impact and results.
maturation
The Brazilian market has been experiencing the results of creative PR, and falling in love with the idea of leading current and necessary conversations, with its brands participating organically in people’s lives. I notice that clients come to understand that the relationship with the press is just a small part of what most contemporary PR agencies are able to deliver, that more complete projects, mixing content, influence and digital, bring a much higher earned media result and build a positive reputation that lasts longer. Seeing PR as a press office is a thing of the past.
Attributes
Our analysis is based on the criteria presented by Lions, cited above, divided by idea, strategy, execution and results. In addition to these, however, one of the recommendations we received is that not everything in PR needs to be ESG related. In many cases, humor, pure creativity and the relevance of the narrative for that brand or for the country where the PR campaign took place must be taken into account, mainly in the analysis of impact and results.
Debut
Yes, the first time I participate as a judge at Cannes Lions.
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