Frequently Asked Questions

Q: What does SABRE stand for?
SABRE stands for Superior Achievement in Branding, Reputation & Engagement.

Q: What are the eligibility requirements?
Any public relations program conducted in whole or part in India or originating from India between January 1, 2013 and March 31 2014 is eligible for entry.

Q: Who can enter?
The SABRE competition is open to anyone working in public relations, advertising, digital and social media firms, marketing, corporate communications, investor relations, public affairs, employee communications or any other field related to branding, reputation management and stakeholder engagement. We welcome entries from consulting firms, agencies, corporate departments, not-for-profit organizations, government agencies, or other institutions, without restriction.

Q: How many campaigns or categories can I enter?
You can enter as many campaigns as you like, and there are no restrictions on the number of categories you can enter.

Q: Can jury members enter the SABRE competition?
We welcome entries from individuals, companies and agencies on our judging panel. We make every effort to ensure that judges are not assigned to categories in which their own work is in competition, but winners are picked by panels of at least four judges — all of them senior figures with strong opinions. This makes it difficult — not to mention embarrassing — for judges to advocate on behalf of their own work.

Q: How should I format my entry?
The ideal entry contains a summary of the assignment as well as a sample of the work. Because there are many ways to tell a good public relations case story, we have relaxed our rules when it comes to summary formatting. Many people will choose to provide the traditional two-page written summary, but others are free to use Powerpoint or similar (we suggest 6-10 slides as an ideal length). You can even provide us with a video if you think that gets your story across in the most compelling fashion.

Whatever format you choose, the summary should include a brief description of the assignment; the challenge it presented; any research and insight that contributed to the creative strategy; details of the creative execution; and the results. The sample of the work will vary from category to category, but can include (but is not limited to) printed materials such as white papers or company publications; links to online content such as websites and videos; sample ads, infographics or web pages; mobile applications. Content may be uploaded via our SABRE Awards website, linked to in the summary, or when hard copy is necessary mailed to our offices.

Q: Do you require budget information?
We do not require budget information and we understand that many clients are sensitive about releasing this information. If budget information is included (and many of our judges find it helpful), it will be treated in strictest confidence.

Q: How much does it cost to enter?
The basic entry fee (includes one Geographic category, one Practice Area category, and one Industry Sector category) is Rs 8,800. If different elements of the same overall campaign (for a single client) are being in more gold categories than the basic three listed above, each additional gold category costs Rs 1,100 each. Entries submitted for Platinum categories require an additional fee of Rs 2,200. All entries received after the deadline of 28 April 2014, are subject to a late fee Rs 1,650.

Q: What are the deadlines?
The deadline for entries is 28 April 2014. However, late entries will be accepted until 12 May 2014, as long as they are accompanied by a late fee.

Q. How can I pay
We prefer credit card payment wherever possible as it is quicker and simpler and guarantees your entry has been submitted. We can invoice you if necessary but if payment is not received before judging starts in late April, your entry will be deemed void.

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