Awards are the college applications of the workplace — they’re expensive and we dread the process, yet we can’t help but count down the days until the winners are announced.
It’s a love-hate relationship. However, awards are becoming a non-negotiable in most PR strategies because they offer valuable opportunities to showcase your brand and receive recognition for your company’s achievements. And better yet, winning awards can further amplify your PR efforts and take your company’s visibility to a new level.
If awards are not currently incorporated in your PR plan, here are 5 reasons why they should be.
There are a variety of award opportunities
If there’s one thing to learn about awards, it’s that they are not one size fits all. There are various award programs out there that allow you to highlight anything from a specific campaign, product, initiative, or employee. Some general examples include:
- Industry-specific awards
- Small business awards
- Business impact awards
It can be overwhelming to look at all the options and decide which is the best fit for your company. To get started, a good rule of thumb is to pick 2-3 award programs you would like to apply to and rigorously follow them.
That’s right — do everything from stalking last year’s winners to joining the program’s email list. Becoming the expert on a select few awards makes the process way less intimidating. This way you can also ensure you are prepared ahead of time because no matter how early you plan, deadlines will always sneak up on you.
Third-party verification
Winning awards offers a higher level of third-party verification for your business than customer testimonials or reviews do. Most awards go through an intensive vetting process that can take, in some cases, longer than six months so being selected as a winner is a considerable honor. Validation from individuals not affiliated with your company can also immensely increase your credibility and reputation within your industry.
Increased visibility (and likely for no additional cost)
The return on investment awards offer is unmatched when it comes to publicity. Winners (and sometimes even shortlist nominees or finalists) are guaranteed some level of promotion from the organization. That’s why award programs at prominent media publications like Fast Company, Forbes, and Inc. are so popular because of the added media exposure they offer.
Timeless recognition
Awards are unique because the value of winning a recognition lasts infinitely longer than any earned or paid media placement. Sure it’s nice to see your company featured in high viewership publications like the New York Times or USA Today, but a few written lines have a short shelf life.
With awards, you can always find ways to show off your recognition, even if it’s a couple of years old. Whether it’s tacked on to your company’s boilerplate, placed on your website, or included in your social media bios, any award win should be showcased wherever and whenever possible.
Even if you don’t win, there still are benefits to applying
Being named a finalist or shortlisted are still honorable mentions and something to boast about. However, if you don’t win, reach out to the judges and see if they will offer feedback on your submission. Not winning an award is not always a direct reflection of the company; sometimes it may be that your submission did not stand out from the crowd. Taking the extra time out of your day to improve in small ways can make all the difference next time you apply.
Winning PR strategies include winning awards. Need help identifying what award programs are best for your company? At Segal Communication, we’re here to help guide you through the award process and craft winning submissions.