Competition rules

    1.1.    The “Mi:t&links. Baltic Communication Awards 2021” (The Competition) will take place in Riga, Latvia on March 25, 2021. The shortlisted nominees in 18 categories will present their cases on March 25, 2021, the winners will be announced, and the Awards ceremony will be held on March 26, 2021.
    1.2.    Due to the coronavirus Covid-19 outbreak and possible ongoing restrictions, the event can be held online. In this case, contestants will be informed no later than one month before the set date.

    2.1.    The Competition is open to all parties involved in communication management (such as private company’s and public sector in-house PR/Communication departments, PR and communication agencies, digital, event, creative agencies, freelancers, etc.) from all countries of the world. 

    2.2.    Rights to submit the entry: 
    2.2.1.     If the entry was created by more than one author (agency, in-house department, freelancer, etc.), only one party, may submit an entry, and the Entrant should agree in advance between the parties concerned. If two different Entrants submit the same entry, only the first entry (according to timestamp) is accepted.
    2.2.2.    It is the responsibility of the Entrant to ensure that the commissioning client has the rights to use the intellectual property of the client/brand communicated. 
    2.2.3.     Entries cannot be made without prior permission from the client/owner of the rights of the communication case. 
    2.3.    The Competition Organizers may need to contact the client related to any entry at the request of the Jury at any time during the voting process, should any questions on the implementation or presentation of the work arise. In such cases, wherever possible, the Entrant shall be advised in advance.

    2.4.    Entries that are not eligible:
    2.4.1.    The Organizers may reject entries, which offend national or religious sentiment, are discriminating towards any group of society and promote illegal actions;
    2.4.2.    Entries that have been submitted to the Competition before;
    2.4.3.    Any entry that infringes any of its country of origin voluntary or regulatory codes of practice is not eligible. It is the responsibility of the Entrant to inform the Organizers should any infringement have arisen before the judging and awards ceremony.
    2.4.4.    Directors’ cuts, spec ads, and conceptual PR/advertising.

    2.5.    All campaigns submitted for the Competition must be intended for the implementation, and the campaign must have been predominantly implemented between December 18, 2020, and February 25, 2021. The only exception is the “Issue and Crisis” category where submitted campaigns can be implemented between January 1, 2016, till December 31, 2020 (however, only entries previously not submitted to the Competition will be accepted).
    2.6.    Entries cannot be canceled or removed from the Competition in any event after February 25, 2021. The date may change if the application period is extended.
    2.7.     All entry materials, documentation, and payment shall be submitted no later than February 25, 2021. The date may change if the application period is extended. Entries with missing materials, documentation, or proof of payment will be removed from the competition without a refund.

    3.1.    All entries must be submitted to the Jury exactly as published, aired, or implemented and may not be modified for the awards. However, entries that are not originally in English must be translated. The translated version must correspond with the original version of the entry. 
    3.2.    To eliminate any false information given in the applications, at the request of the Organizers contestants must submit detailed results within 10 days of supporting evidence (media clippings, written confirmation by the client of the facts about the results).
    3.3.    If any irregularities are discovered or the requested evidence is not submitted in the given time, the contestant will be disqualified and deprived of the given prize.
    3.4.    The withdrawn award will be awarded to the next highest result.
    3.5.    In the event of a complaint against any winner or shortlisted entry, the Organizers will conduct a full investigation into each case and will request detailed documentation from all parties concerned including the complainant, the Entrants, and the client. 
    3.6.    The Organizers will have no hesitation in withdrawing an award in cases where the complaint is upheld.
    3.7.    Entrants or companies that are proved to have deliberately and knowingly contravened any rules relating to eligibility may be barred from entering the awards for a certain period following the Competition as specified by the Organizers.

    4.1. The Competition will cover 18 categories:






    Campaign or program designed for building corporate brand awareness, long-term reputation management, or other business and trade communication campaigns targeted at both business and consumer audiences. 



    Communication campaign or program based on evaluation and management of emerging trends, concerns, or issues likely to affect an organization and its stakeholders (e.g. labor relations, crises, mergers, acquisitions, public policy, or environmental concerns). 



    Campaign or program targeted at internal stakeholders (e.g. employees, managers, trade unions, or other member audiences) and focused on management communication, corporate ethics, morale, internal culture, or change management. 



    Campaign or program specifically designed for the B2C sector: to engage consumers in communication and to support marketing in the promotion of products or services. 



    Campaign or program designed to introduce brand-new, innovative products, or promote already existing products, services, and solutions between businesses.



    Campaign or program designed to influence public policy agenda or legislative process, using techniques including media relations, advertising, and direct lobbying. 



    Paid sponsorship campaign or program, including sponsorship of sports events, arts, and entertainment events that helps to achieve business goals. 



    A program that integrates social and environmental concerns in a company’s business operations and stakeholder interactions (an integrated program that addresses sustainable development or other economic, social, or environmental issues such as international aid, public awareness, corporate social responsibility, economic revitalization, cultural preservation, education, literacy, health, poverty reduction, employment, and heritage protection programs). 



    A campaign designed and targeted to influence behaviors that benefit individuals and communities for the greater social good. 



    Campaign or program designed for and targeted towards enabling communication in the new/social media (e.g. blogs, podcasts, social networks, content sharing sites, virtual networking platforms, etc.). 



    Campaign or program for public sector organizations (e.g., local authorities, government departments, or government authorities) to promote their policies, achievements, and services or to raise awareness on an issue and change behavior. 



    Communication campaign or part of a campaign that is held online or in-person based on a special event or series of events, which help to build the brand image for external and internal audiences or achieve other.



    Communication campaign or program that has been developed and/or implemented in two or more countries. 



    Communication campaign or program that involved a synthesis of different communication channels, tools, and messages which helped to achieve one communication or business goal. 


    Communication campaigns and actions carried out by agencies, organizations, and other associations without any reward, partisan projects, buzz, etc. 



    Communications campaigns and programs actively targeting the workforce, designed to build the company's image as a desirable employer to facilitate the recruitment process. 
    17 C-19STATE Communications campaigns and actions carried out by Public Institutions such as state, municipalities, and organizations who are granted public funding concerning coronavirus Covid-19 outbreak. 
    18 C-19BUSINESS Communications campaigns and actions such as successful and immediate adaptation and mitigation of risks due to coronavirus Covid-19 crisis and fast forward action carried out by the private sector.
  5. 5. JUDGING

    5.1.    An international Jury of leading communication professionals will select the award-winning- entries. 

    5.2.    Judging procedure: 
    5.2.1.    In the first evaluation stage, an online Jury of experts will assess the projects and announce four shortlisted entries in 18 categories.
    5.2.2.    The entry is shortlisted if it receives at least 30 points.
    5.2.3.    In each category, there will be four short-listed nominees, and the one with the highest total score will be declared a winner in the category. If there is an even score for fourth place, the fifth shortlisted entry is in the shortlist.
    5.2.4.    If no entry receives a minimum of 30 points, no entries are reviewed during the second evaluation stage, and the category is closed with no winners or shortlisted candidates announced.
    5.3.     In the second evaluation stage, the Jury will publicly assess the shortlisted projects based on the presentations given by the Entrants and select the winner in each of the categories. 5.3.1.    The four entries with the highest score in 18 categories shall be presented in Riga on March 25, 2021. The Entrant will have a maximum of 4 minutes for 1 entry presentation and 6 minutes for the Q&A session. The Entrants are free to choose their presentation style at the final competition: video, presentation, and presentation materials. 
    5.3.2.    The winner in each category is the campaign with the highest total score, including points for the presentation. 
    5.3.3.    The entry must receive at least 40 points to be qualified as the winner of the category. 
    5.3.4.    If no entries receive a minimum of 40 points in the category, then the Jury retains the right to award only the 2nd and 3rd awards within the category. 
    5.4.     In the third evaluation stage, the AGENCY OF THE YEAR of participating country awards and GRAND PRIX are awarded to PR/Communication agencies. The winners of these awards are determined according to the criteria and calculation principles stated in section 7 of the Competition rules. 
    5.4.1.    AGENCY OF THE YEAR award can be awarded if 20 or more entries are submitted from the competing country (e.g. Latvia, Estonia, Lithuania). 
    5.4.2.    The agency with the most awards in all categories of the competition, compared to the other Agencies from the same country, receives the award “AGENCY OF THE YEAR of the Country” (e.g., Agency of the Year / Lithuania, etc.).
    5.4.3.    The agency with the highest number of awards in all the categories, compared to all participants of the Competition is awarded the GRAND PRIX. 

    6.1.    The entries of the Competition in 18 categories will be evaluated according to the seven criteria to ensure that all applicants are assessed in the same way, based on the same parameters. These criteria range from strategy and creativity to the Entrant’s ability to defend his/her case during the presentation. 
    6.2.     Jury members will award between 1-15 or 1-20 points depending on each criterion, with 15 or 20 signifying excellence and 1 indicating failure. 
    6.3.    Each of these criteria is accorded a different weight in determining the score. The criteria weighted highest are “strategy” and “results”.
    6.4.    A total score consists of 1) 70% online evaluation procedure and 2) 30% on-site presentations carried out during the shortlisted presentations.
    6.5.    The criteria and their points are as follows: 


    Pre-research/situation, Challenge

    Is the research conducted enough and relevant to the objectives? Is the analysis enough to choose the right strategy?



    Is the idea logically explained? Does the selected strategy meet the objectives? Does it cover all the relevant stakeholder groups? Are there any methods for developing strategies? Are there any methods for setting objectives and developing methods?

    Does the strategy and idea have a creative solution? Does this bring any innovation, fresh ideas, or the traditional PR tools were used effectively?



    Are the selected tactics in line with the strategy and objectives? Are the efforts adequate to the objectives and strategy? Are the measures ethical and professionally implemented? Is the project well managed? Are there any methods for implementing the activities?



    Do results meet the objectives and goals set? Do they exceed the expectations? Are they tangible and quantifiable? Are there any methods for evaluating results?


    Sub-Total (short-listing)



    Is this the winning case? (Does the presentation and answers to the question confirm the written case? Has the strategy been appropriately chosen and do the results meet the objectives?)


    Is the case well explained and all answers are answered?


    Does the presentation bring added value to the case? Does it give a complete understanding of the case?





    7.1.    For the first evolution stage, the average score will be taken from the sum of all points excluding the highest and lowest points. 
    Example: The average total score in the on-line system given by five Jury members is 45. The entry is shortlisted for the second stage, and the calculation of the final score 45 will be taken as the score of the first stage evaluation. 
    7.2.    For the second evaluation stage, the average of the total scores given by the on-site Jury will be calculated. In the later stages, the value of this score will be doubled. 
    Example: The average the total score given by five present Jury members is 18.2. For the calculation of the final score, 18.2 will be multiplied by two: 18.2 x 2 = 36.4. The final score thus would be 45 + (18.2 x 2) = 81.4. 

    7.3.    In the third evaluation stage, only agencies participate. There will be specific weighted criteria applied to calculate the winner where both quantity and quality will be counted, and points are given:
    7.3.1.    For each shortlisted entry - 1 point; 
    7.3.2.    For the third-place - 5 points; 
    7.3.3.    For the second place – 10 points; 
    7.3.4.    For the first place – 20 points; 
    7.4.     The points will be multiplied by categories where an agency has participated. The winner will be the one having the highest sum in total. 
    Example. There are six shortlisted campaigns submitted by the same agency. Out of them, two have received 3rd place in two different categories, as well as the same agency has received 1st and 2nd places in one category. Thus the calculation is as follows: 2 entries shortlisted only x 1 point, 2 entries received 3rd place x 5 points, as 1 x 10 points (2nd place) and 1 x 20 points (1st place) = (2 x 1)+(2 x 5)+(1 x 10)+(1 x 20) = 42 points. 

    7.5.    In the case of an equal number of scores below listed principles will be applied: 
    7.5.1.    In the first evaluation stage a handicap will be given: be it an equal score for two entries, five instead of four campaigns will qualify for the shortlist. 
    7.5.2.    In the second evaluation stage: if two entries have an equal score, shared 1st, 2nd, or 3rd place will be awarded accordingly. This principle will also be considered in determining the “Agency of the Year” award. 
    7.6.    In the third evaluation stage, only one winner will be awarded. In the case of a similar result upon the calculation described above, the total sum of all scores will be calculated, and the winner would be the one having the highest total sum of the scores for all entries shortlisted. In case even this result is similar, the total sum of scores for all entries (also the ones not shortlisted) will be calculated, and the winner will be determined. 

    8.1.    One Project can be entered in up to a maximum of three different categories. The Entrant must supply a separate entry form and set of materials for each entry and pay for all submitted entries. You must also tailor each entry to suit the category you are entering rather than submit the same entry in multiple categories.
    8.2.    The Organizers will endeavor to move entries to more appropriate categories if necessary before the judging begins and will inform the Entrants if their entry is moved. However, the Jury may also move entries between categories at the time of judging. For instance, if the entry has been submitted to the “No budget” category and the Jury has decided that it should be moved to another category, then the Entrant will be informed about the decision and shall pay the participation fee to be judged in another category. The Entrant has the right to disagree with the Jury’s decision, and in this case, the entry is removed from further participation in the contest. 
    8.3.    All entry forms shall be completed online at The entries completed online shall not be considered complete until the entry fee has been fully paid by February 25, 2021. The date may change if the application period is extended.


    8.4.1. Title of the Campaign

    8.5.    Contest category
    8.5.1.    Summary (100 words max) 
    8.5.2.    Give a brief overview of the whole campaign from start to finish, including the challenge, the objectives, the strategy, the assessment criteria, and the outcome.
    8.6.     Pre-research/situation, Challenge (250 words max) 
    8.6.1.    Describe the campaigns’ background information about the target audience, the sensitivity/popularity of the topic, the most relevant communication channels, and other relevant information. Also, describe and justify that there has been enough research done to obtain the maximum of information and to be able to apply the most appropriate communication strategy (bear in mind that this will also help the multi-national Jury to understand the specific nature of PR in your country). Further, describe the situation, issue, or opportunity that prompted this campaign and what challenges had to encounter during the development of the campaign.
    8.7.    Strategy/idea (250 words max) 
    8.7.1.     Describe the idea and strategy of planning the campaign, what are the set goals and objectives of the campaign, the target audience/stakeholders, as well as the KPI’s (the criteria for the assessment of results). Describe the methods and solutions used to develop the strategy and reach the objectives. Also, illustrate what PR tools have been used to reach the optimal result.
    8.8.    Implementation (200 words max) 
    8.8.1.    Describe step-by-step how the strategy was implemented, including where, when, and for how long. Did the campaign run according to the original plan, or was it revised at any stage? 

    8.9.    Documented Results (150 words max) 
    8.9.1.    Include tangible and quantifiable results of the assessment criteria. Show how they measure up against the original objectives of the communication and business goals. 
    8.9.2.    Note that in the absence of any indication of results, the Jury may not be able to evaluate the campaign, which may negatively influence your overall score.
    8.9.3.    If paid media was used during the campaign a note of such fact must be made, including information of the proportion from the whole publicity campaign (e.g., 30% of publications were obtained via paid cooperation with media or as paid publicity).
    8.10.   Confidential Information (not mandatory) (100 words max) 
    8.10.1.    If you have any confidential information that cannot be shared with the public, please include it here. This information will be reserved for the use of
    Competition Jury members only and will not be published. 
    8.11.    Links
    8.11.1.    Please provide any relevant links that might help the Jury to evaluate your application. Links must be available online until March 6, 2021. 
    8.11.2.    Name the file “M&L_2021_project_name_category.doc/pdf” (where “project name” and “category” are to be defined accordingly).

    9.1.1.    For each entry, you must supply a visual presentation board on one page as a summary of the entry in the following formats:
    9.1.2.    297 mm x 420 mm, *jpg or *png, with maximum file size 1,5 Mb (horizontal orientation).
    9.1.3.    A print-quality PDF file of the same presentation board (horizontal orientation), with the maximum file size of 45 Mb (horizontal orientation).
    9.2.    Upload both files during the online application process. If the print file is too large, provide a download link in the application form section “Links”. 
    9.3.    Guideline for presentation board content: 
    9.3.1.     provide a title of the campaign, but do not refer to the name of your agency, company or any other contributing parties; 
    9.3.2.    keep it clear & simple - include key visuals of the entry that you think describes campaign the best, as well as provide key facts or brief summary of the entry written in English; 
    9.3.3.    avoid long sentences and paragraphs – include up to 100 words maximum. 

    10.1.    Every finalist has the right to choose the most effective way of their presentation (products, interactive installations, etc. can be used in the process). 
    10.2.    The total time for presentation is 10 minutes, which includes 4 minutes of entrants’ presentation and 6 minutes of Q&A session with the jury. 
    10.3.    Every finalist must inform the Contest Organizers about the chosen presentation form 1 week before the set presentation date. 

    10.4.    All presentation materials must be submitted by February 25. 4 pm EET at latest to the e-mail address in following formats: 
    9.4.1.    Presentation slides – in *.pdf and *.ppt format (keynote or any other “iOS” specific formats are not accepted)
    9.4.2.    Video presentations – in mp4 format as separate video files not as Youtube, Vimeo etc. links; 
    9.4.3.    Images – in *.jpg or *.png format. 
    10.5.    Please inform Organizers if you plan to use other means. 

    10.6.    When sending your presentation – please provide the following information: 
    9.6.1.    In e-mail’s subject: entrant’s company name, category & campaign title.
    9.6.2.    In the e-mail’s body - attachment or link to your presentation and direct contact information of a person who is responsible for the presentation and whom Organizers can contact in case of issues. 
    10.7.    Note: no changes in presentation material can take place on the presentation day. If an Entrant does not submit his or her presentation by the date and time set in article 11.4, the Organizers cannot guarantee the proper functioning of the presentation.
    10.8.    Organizers will provide laptops, screens, pointing devices, etc. Entrants are not allowed to use their computer equipment. 

    10.9.    For further assistance and guidance in preparing your presentation, please contact 

  11. 11. FEES  

     Submissions Period




    1 entry  

     3+ entries* 

    Early Birds  

    04.01.2021, 15:59  

    175 EUR + 21% VAT  

    130 EUR + 21% VAT  


    02.02.2021, 15:59

    230 EUR + 21% VAT  

    175 EUR + 21% VAT  


    25.02.2020, 15:59 

    285 EUR + 21% VAT  

    225 EUR + 21% VAT 

    * E.g. 1 campaign submitted to 3 categories = 3 entries  

    11.1.    The first and the second entry submitted or changed during the early bird application period is subject to a fee of 175 euro + VAT 21% per entry. If three or more entries are submitted the price is 130 euro + VAT 21% per entry. 
    11.2.    The first and the second entry submitted or changed during the regular application period is subject to a fee of 230 euro + VAT 21% per entry. If three or more entries are submitted the price is 175 euro + VAT 21% per entry. 
    11.3.    The first and the second entry submitted or changed during the late application period subject to a fee of 285 euro + VAT 21% per entry. If three or more entries are submitted the price is 225 euro + VAT 21% per entry. 
    11.4.    The exception is the “No budget” category where no fee will be applied to the entries. However, these entries will not be included in the total count of the entries where charges are applied. 
    11.5.    The entries should be made in full as described above. For amending incomplete entries or making changes, the entrant will be charged the additional 50 euro + VAT 21% per entry. 
    11.6.     The final deadline for submissions is February 25, 15:59. After the stated time, the online system will be automatically closed, and no more entries or changes in the entries will not be possible. The date may change if the application period is extended
    11.7.    Organizers reserve the right to extend the final deadline. The information about the deadline extension is published on the website, newsletter, and social media accounts. 
    11.8.    All payments must be processed electronically by offered online payment means during the application process. If entrants have any questions regarding the matter, they are kindly requested to contact organizers 

    12.1.     Any material submitted in the course of entering the Competition becomes the property of the Organizers and cannot be returned. 
    12.2.    Entrants may be required to supply additional material for any shortlisted or winning work.
    12.3.    To promote the Competition, each Entrant authorizes the Organisers to screen or publish his materials with or without charge at public or private presentations, wherever and as often as the Organizers think fit.
    12.4.    The Organizers may compile any entry into a set of entries. Such a set may not, nor may any extracts of it, be copied, marketed, or sold by any organization other than the organization or any organization authorized to do so by the organization. Each Entrant agrees to assist the Organizers in supporting any legal action that may be taken to prevent a breach of this condition and to supply information to the Organizers immediately should they become aware that an unauthorized set or compilation is available for sale or distribution. 
    12.5.    Each Entrant agrees to hold the Competition Organizers harmless from any claims that may be made against them because of any such screenings or publishing. Winners have the right to use any award given to them for promotional purposes on the condition that this is correctly described. 
    12.6.    All Entrants accept that their entries will be used in the Competition Archive. 
    12.7.    Each Entrant confirms to the Organizers that they have the legal right to enter the Competition on the terms of these Entry Rules. Each Entrant indemnifies the Organizers against all liability to any other person, firm, or company and all loss arising from a breach by the Entrant of any of these Rules. 

    13.1.    Each entrant accepts full responsibility for the quality of entries and discharges the Organizers from any responsibility in respect of third parties. 
    13.2.    The Entry Rules will be strictly observed by all Entrants. Completion of the Entries Page will imply full acceptance by each Entrant of the Rules. Non-compliance with any of the Entry Rules will result in automatic disqualification of the entry. 
    13.3.     In the event of a win, any duties, fees, and charges accrued from the transporting of the trophy will be covered by the recipient, not The Organizers of the Competition. 
Invoice Information
Latvijas Komunikāciju asociācija:
Address Brīvības iela 40-24, Rīga, LV-1050, Latvija
Bank: A/S Swedbank
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