Baltic PR Awards 2010 Since 2005 Baltic PR Awards is an annual contest to promote professionalism, effectiveness and high ethical standards within the public relations industry in the Baltic countries, as well as share knowledge and experience among both in-house and consultancy PR professionals.

7. PR FOCUS What is innovation Why was Year of Innovation Initiated ? How to carry out your ideas ? How to be more entrepreneurial ? How to gain from innovation ? NEW is IN ! How to be innovative How to gain from innovation ? Best innovation practices Be an enterpreneur ! NEW is IN ! I quarter III quarter II quarter IV quarter

9. To explain these messages, old Estonian proverbs were used and illustrated by short humoric videoclips, presented every day in Estonian Public Broadcasting

10. The example: Est TV clip

11. HOW WE INSPIRED? Through best examples we promoted virtues and rules of conduct which are common to innovati ve person

12. The example: Kerly Kõiv

18. PARTNERSHIP STRATEGY All together: 250 events with 53 000 participants

27. THE CAMPAIGN RESULTS According to the research conducted in the end of 2009, after the innovation campaign innovation has become natural part of life for numerous people . P reviously technocratic and out-of-the way, innovation has become closer to a person , a handy tool in everyday life which is useful for all Estonian people . People realised that not every innovation is progressive, one should take in consideration that there can occure side effects as well.

32. President Toomas Henrik Ilves: “T he I nnovation Y ear stirred some thoughts ” 17 Dec 2009 : “ Throughout this year, everyone in Estonia has seen and heard more then ever before about innovation in Estonia, its character, and some of the best examples,” said President Toomas Hendrik Ilves today in Tallinn, at an event to close the Year of Innovation. According to the head of state, the results of the Year of Innovation serve as the reflection of the desire of the people of Estonia to think of innovations and to get them implemented, to share good ideas, and to listen to others. “Therefore, it feels organically wrong to speak about closing the year of innovation. The campaign, which lasted for twelve months, was only a beginning, the first step,” mentioned President Ilves.

33. Estonia more innovative According to the European Innovation Scoreboard 2009 Estonia has risen to the 12th place being now among innovation followers with innovation performance below those of the Innovation leaders but close to or above that of the EU27 average. Estonia ha s shown a strong improvement compared to 2008 , providing an explanation why the countr y ha s e moved from the Moderate innovators in the EIS 2008 to the Innovation followers, says the report. For Estonia strong growth in Firm investments and throughputs have been the main drivers of its improvement in innovation performance.