A PR firm has struck gold in an exclusive event held to showcase the best talent the industry has to offer in the region.

Approach PR of Heckmondwike took the "Best Use of Media Relations" title at the PRide Awards for Yorkshire and Lincolnshire held in Leeds by the Chartered Institute of Public Relations (CIPR).

Approach received the honour for its successful launch of allergy self-testing kit Imutest.

The company, founded by managing director Suzanne Johns in 2001, also landed a silver award in the "Best Charity Campaign" category for National Eczema Week 2004.

The PRide Awards aim to raise professional standards and recognise the very best in the PR industry nationwide.

Miss Johns said the entire Approach PR team was "thrilled" with the success, as the company has not entered the awards before.

"We were bowled over to be shortlisted. But to sit among some of the biggest and most established PR consultancies in our region and receive gold and silver awards was absolutely amazing."

Approach's award-winning Imutest campaign reached some nine million people with coverage valued at more than £200,000 in the national press and on ITV magazine show, This Morning.

As a result, Asda expanded the number of stores stocking Imutest, which saw sales of the product rise by 40 per cent.

In successfully highlighting the National Eczema Society's 2004 annual awareness week, Approach secured coverage in 54 consumer, trade and national press titles reaching more than 20 million people throughout the country.

Calls to the Society's helpline doubled in September 2004 and reprints were required of all publicised information booklets.

Colin Farrington, CIPR director general, said the judges felt Approach PR's entries had "good clear structure, excellent implementation programmes" and demonstrated that the team had what it took to develop and deliver ambitious campaigns.

He said: "The PRide Awards are about raising professional standards by identifying, recognising and rewarding the first-rate work going on in the PR industry outside of London.

"Approach PR's fee income has doubled in the last 12 months and several outstanding campaigns have been executed. Our judging process is rigorous and to win is a tremendous achievement. Approach PR is a worthy winner and clearly a team to watch."

Miss Johns started Approach in Cleckheaton in 2001, before moving the company to new premises in Heckmondwike two years later.

With a four-strong team, the company specialises in media relations, event management, internal communications and design. The last financial year saw Approach post a turnover of more than £250,000.

Miss Johns said: "We've enjoyed the opportunity to shout louder about our work and demonstrate how we contribute to our clients' business strategy and success.

"We have always known we are good at what we do, but to have the PR industry's professional body recognising and commending our work is a huge turning point for the team and the business. We are already fighting over what to enter next year!"