Kristel Artates, whose PR and marketing communications career spans telecommunications, consumer banking and fintech, judges International Stevies entries with a business lens. She starts with a real problem and the insight behind it, then looks for strategic clarity and, above all, measurable impact such as revenue, retention, trust or community benefit.

She says reach and engagement have value but should not be the final measure of success.

On the difference between the two:

“Reach tells you who saw the message,” she said. “Impact tells you what changed because of it.”

Read the full announcement: https://publicomagazine.com/jury-room-international-stevies/