Entering awards is something we always encourage our clients to do. With one proviso… that the award in question is actually relevant to your customers or prospects. What do we mean by that? Surely an award is an award. Right? Well, not exactly.

We’ve got to be honest; we have a small ulterior motive for this particular blog.

In case you haven’t seen us shouting it from the rooftops already, we’ve just been named as a finalist in the nation’s biggest PR awards – the CIPR Excellence Awards. And we’re pretty darn chuffed about it. Run by the Chartered Institute of Public Relations, this is the biggest award in our industry that we could hope to achieve. The category we’re finalists in is ‘Small PR Consultancy of the Year’. And it showcases agencies who have demonstrated the very best service, creativity and of course, exceptional results for their clients. So, understandably, it’s hugely important to us and we’re beyond proud to have been recognised as national finalists.

But more importantly than that, this shortlisting is a clear sign for our existing clients that their faith in us is valid. That we are, indeed, experts in our field. That they can be proud of us, confident in us and that we’re at the top of our game – for them. It also helps to boost our profile and sets us apart from other agencies in the eyes of potential clients and affiliates. A trust badge and a stamp of approval from the world’s only Chartered body for public relations professionals. This award is actually valuable to us too.

So, when we say that award in question needs to be relevant to your customer and prospects, this is the perfect example of how and why.

Here are a few things to think about when choosing an award, or a category, to enter yourself or your business in to:

  • What does this award actually say about you?
  • Who is the award for at the end of the day?
  • What is the award celebrating – if it’s just growth or sales, is that really what your customers want to hear?
  • How well-known and well-respected is the awarding body?
  • Would your customers or prospects be proud to tell others of their connection with you if you won?

As a general rule, particularly for franchisors, we suggest entering awards which give you the opportunity to showcase the level of support, training and investment you make into your model and your network. After all, that’s what most people will be looking for from you.

It’s the taking part that counts

And remember, you don’t have to win the award for it to be valuable. As we’ve already demonstrated, there’s plenty of content to be had from a shortlisting alone. Social media posts, blogs, press releases and media relations – don’t be afraid to share the good news with your audience across as many channels as possible.

It’s actually impressive to be a finalist even if you don’t win and most people, whether in a B2B or B2C environment, will recognise that. Celebrate your achievements and pat yourself on the back. You deserve it.

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