Jackie Neill’s Top Tips for Submitting a Winning IMRO Radio Awards Entry.
With the IMRO Radio Awards 2025 fast approaching, broadcasters across Ireland are preparing their strongest submissions. But what does a winning entry really look like? We asked Jackie Neill, newly appointed Head Judge, for her expert advice.
Jackie brings nearly 40 years of experience to the role, including a long tenure at BBC Radio Ulster and extensive judging across Ireland and the UK. She recently shared her top tips on the Radio Talks podcast - essential listening for anyone planning to enter.
Jackie Neill: A Life in Radio
Jackie’s passion for radio began at age 13, writing letters to the BBC asking for a job. Her father’s own radio show in the '70s planted the seed, and that early exposure led to a 34-year career at the BBC, where she began a six-week contract that turned into a lifetime in the radio industry.
Since stepping away from full-time station management in 2020, Jackie has built a thriving freelance career, training new talent, producing content, serving on Ofcom’s NI Advisory Committee, and more. Now, as Head Judge, she brings her love of radio and sharp editorial eye to the awards process.
What Judges Are Really Looking For
Here are Jackie’s key recommendations:
1. Follow the Rules - Rigorously
The rules are clearly laid out on the IMRO website. Don't exceed the maximum duration or add jingles or voiceovers when introducing your entry. Stick to the required order (e.g., clips in broadcast order if the category demands it). Non-compliance can disqualify you.
2. Lead With Your Best Audio
Start strong. Judges are listening to dozens of entries. Don’t save the best for last - grab attention early.
3. Respect the Time Limit
You don’t need to hit the full duration. A concise, compelling 14-16 minute clip can be more effective than a 20-minute one with filler.
4. Write a Thoughtful Submission
Don’t overlook the written element. This is your chance to explain the context, goals, audience, and results of your show - things that can’t be heard in the audio clip. Judges do read this carefully.
5. Pick the Right Category
It’s critical to enter the most appropriate category for your content. Mis-categorized entries either face disqualification or unfair comparisons. If unsure, consult the clarified category of guides published this year.
Inside the Judging Process
Judging is rigorous, fair, and designed to reward creativity and quality:
- Every entry is reviewed by at least three judges.
- Judges listen independently, then meet to discuss and agree on top picks.
- Scoring remains private until final group deliberations.
- Judges are expected to listen to every entry - often 20 to 40 per category.
Jackie and the team are also working hard to ensure fair representation - balancing commercial, independent, and public radio voices, and bringing in more women and fresh judges this year.
Key IMRO Radio Awards 2025 Dates
- Entries Close: Thursday, June 26 at 2:00 PM sharp
- Judging Begins: Late June / Early July
- Final Meetings: Mid-August
- Shortlist Announced: Tuesday, August 26
- Gáibí Award: For new broadcasters starting after June 1, 2024
- Sample Day (Station of the Year): Tuesday, March 11, 2025
Final Tips from Jackie
“Respect the process,” Jackie says. Judges recognize the enormous effort that goes into every program and entry, and they give each one the time it deserves. But in return, entrants must do their part: follow the rules, make great audio, and tell your story well in the written submission.
Whether you’re new to the awards or a returning nominee, Jackie’s insights could help you craft your strongest entry yet. Let the countdown begin!