61st ANVIL Awards draw strong industry participation, reflect growing confidence in PH PR

The Public Relations Society of the Philippines (PRSP) has recorded another strong showing for its flagship program, the 61st ANVIL Awards. Described as the “Oscars” of the Philippine public relations industry, the awards program drew robust participation from across sectors.

This year’s edition received a total of 622 entries, closely tracking last year’s 649 submissions. Of these, 466 campaign entries were submitted under PR Programs, while 156 entries were entered under PR Tools. While overall entry volume remained relatively steady, what stood out was the significant increase in the number of organizations that took part.

Building off last year’s participation of 118 companies and institutions, this year’s ANVIL Awards saw submissions from a total of 193 organizations, composed of 151 companies and 42 agencies, marking a notable expansion in industry participation.

“For us, this increase in participation is especially meaningful,” said Ana Pista, APR, vice president for External of PRSP and chair of the 61st ANVIL Awards. “It shows that more organizations see value in having their work measured against clear standards of strategy, creativity, and results. The ANVIL Awards continues to be a space where practitioners strive to be part of the conversation on what excellent public relations looks like today.”

Programs lead, tools showcase executional excellence

Entries were submitted under two main categories: PR Programs (Campaigns) and PR Tools.

In the PR Programs category, 39 Gold ANVILs and 120 Silver ANVILs were awarded, reflecting the depth and competitiveness of campaign-driven submissions. Meanwhile, the PR Tools category conferred 3 Gold ANVILs and 25 Silver ANVILs, highlighting innovation and excellence in executional communication materials.

At the ANVIL Awards, the distinction between the two categories is deliberate.

A PR Program refers to the overall campaign — the big idea and strategic plan designed to address a specific communication challenge or opportunity.

It encompasses research, objectives, audience insights, execution, and evaluation, and is assessed as a cohesive effort. The most outstanding campaign earns the Grand ANVIL, the highest recognition for PR Programs.

PR Tools, on the other hand, are the specific communication materials or platforms used to deliver a campaign. These include media kits, digital content, websites, apps, videos, events, or internal communication toolkits.

While they are not campaigns on their own, they play a critical role in bringing strategy to life. Excellence in this category is recognized through the Platinum ANVIL, awarded to the most effective PR Tool.

“This distinction allows us to recognize both strategic excellence and executional innovation,” Pista explained. “A strong campaign needs both a clear strategy and well-designed tools that make that strategy work in the real world.”

A rigorous, multi-layered judging process

All submissions went through a rigorous evaluation process, beginning with screening and judging by an esteemed panel of around 75 judges from communications, media, business, and related fields.

The results were then validated by SGV & Co., PRSP’s external auditor, before being reviewed by a Panel of Jurors during deliberations held on January 10.

From this final stage, six entries emerged as winners for Top PR Programs, while four entries were named Top PR Tools, representing the most coveted recognitions in their respective categories.

“We are deeply grateful to our judges and jurors for the time, focus, and care they devoted to reviewing the entries — especially given that much of the work happened during the holiday period,” said Pista. “Judging is no small task, and their rigor, discernment, and professional insight are essential to maintaining the credibility and integrity of the ANVIL Awards.”

Pushing past possibilities

The 61st ANVIL Awards was anchored on the theme “The 61st Second: Pushing Past Possibilities.” According to Pista, the theme reflects PRSP’s commitment to ensuring that the ANVIL Awards continue to evolve alongside the profession.

“This year’s theme speaks to our intention to keep the ANVIL Awards globally relevant and responsive to the changing demands of public relations,” she said. “Creativity remains vital, but it must be grounded in research, strategy, and measurable results,especially in an environment that is becoming more complex and more accountable.”

Countdown to ‘Gabi ng Parangal’

The complete roster of winners will be formally unveiled during the ‘Gabi ng Parangal’ on January 28, to be held at Ballroom 2 and 3 of Solaire Resort North from 5:00 PM onwards. As anticipation builds, the PR community is once again set to celebrate work that pushes boundaries, delivers impact, and advances the practice of public relations in the Philippines.

Now in its 61st year, PRSP’s ANVIL Awards continues to stand as the PR industry’s gold standard — recognizing not just creativity, but thoughtful, disciplined, and results-driven communication that truly makes a difference.