This year's 24th edition of the Zlatý středník competition also announces a new category – Use of Artificial Intelligence.
The Association for Strategic Communication and Public Relations (ASCOPA) is launching the 24th edition of the Zlatý středník competition. Applications can be submitted until 31 March 2026. Discounted early bird applications are available until the end of January. The winners will be announced in autumn 2026 in Prague, with the exact date and venue to be announced in the spring.
Applicants from companies, agencies, non-profit organisations and public institutions can compete in a total of 21 main and 9 industry categories, with the Grand Prix remaining the highest award in the competition. A significant new feature is the new main category, Use of Artificial Intelligence, which responds to the growing role of AI tools in the planning, implementation and evaluation of communication campaigns.
"Zlatý středník has long been monitoring how the role of communication and the work of professionals in the field are changing. Artificial intelligence today fundamentally influences how campaigns are created, planned and evaluated. With this new category, we want to give space to projects that work with AI in a meaningful and responsible way and with a clear benefit for communication," says Petra Adámková, Chair of the ASCOPA Executive Committee. The competition also follows on from last year's expansion to include the main category Regions, which focuses on projects with an impact on local and regional communities.
Applicants can also expect some new features in the application form itself. The section on meeting objectives and measuring campaign effectiveness has been revised, giving participants the opportunity to showcase their work with modern metrics, data and advanced analytical approaches. The competition thus responds to the shift in the industry towards more sophisticated and comprehensive evaluation of the impact of communication across channels and target groups.
"We want to give applicants more space and guidance on how to show the real benefits of their work. It's not just about media reach, but about the ability to work with data, context and demonstrable achievement of goals. That's why we've revised the application form to better reflect current industry practice," adds Lucie Dosedělová, Executive Director of ASCOPA.
Source: mediaguru.cz
