To give due recognition to organisations, teams and individual public relations practitioners who have planned and executed excellent and highly effective public relations campaigns that have contributed to the success of the organisations that they serve.
To increase awareness of the significant role of public relations in helping organisations to achieve their goals by fostering better understanding and improve relationships between the organisations and their stakeholders.
To help raise professional standards of public relations in Hong Kong, so that public relations will better serve the business community, government bodies, non-government organisations and the Hong Kong community at large.
