And The Award Winner Is…You!

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Industry awards that recognize a company’s achievement are a valuable, yet sometimes overlooked, component of a successful PR campaign. Winning is fun – but that’s not the only reason to consider seeking industry recognition for your organization, products and services, and employees.

Winning an industry award is an excellent way to promote your brand and build credibility, as well as strengthen your employee recruitment and retention efforts.

Companies seeking award opportunities have an endless number of options, including awards that highlight specific products or campaigns, or honor the outstanding achievements of an individual or organization.

Not sure that seeking awards is worth the time and effort? Consider some key benefits of winning an industry award:

  1. Elevates your brand. When you win an award, you raise awareness of your company or products in the industry, which is especially beneficial for lesser-known players in the market.
  2. Builds credibility. Winning an award from an independent third party may carry more weight than the words of your best company spokesperson. Many awards include a serious vetting process, requiring the company to provide detailed information on the organization, its products, leadership team and overall success. Having outside validation can help customers and prospects feel comfortable that they are making the right choice when selecting your company and its solutions.
  3. Increases employee morale. Everyone likes a winner, including your employees. Winning an industry award can improve employees’ morale and camaraderie, especially if they are involved in the entry process. Furthermore, being an award-winning organization can help with employee recruitment and retaining existing staff.
  4. Creates new PR fodder. Once you’ve been named a winner, you can get the PR wagon rolling to realize big benefits. Make sure your employees, customers and prospects know about your achievement, perhaps starting with a press release highlighting the news. Add a blog post to your website summarizing the reasons you were selected over other worthy applicants. Consider sending an email blast to further amplify the message with customers, prospects, and investors, and note the win in your company newsletter. Don’t forget your social media channels and ask your employees to repost the news as well.

Once you are convinced of the benefits, you will find no shortage of award opportunities. To narrow your choices, consider your key objectives. For example, if you want to raise awareness of your company and products for potential prospects, awards that are tied to your industry vertical might be the best option. Often these awards are sponsored by trade publications, such as Becker’s Hospital Review and Modern Healthcare for healthcare and health IT organizations.  

If your focus is attracting and retaining top talent, look for awards that honor the achievements of individual contributors, or consider one of the many Best Places to Work awards. Some of these programs are segmented by industry, while others target specific geographic regions.

Another way to find relevant awards is to check your competitors’ websites and see if they have been recognized by any programs that align with your goals. Professional associations, such as HIMSS in healthcare or PRSA in public relations, also have award programs that target the talents and achievements of their members. Finally, if you work with a public relations firm, ask your PR professional to help research opportunities on your behalf.

As you identify options, you will realize that application processes vary from fairly simple online forms with no entry fees, to programs with rigorous guidelines, pricey entry fees, and detailed applications that take considerable time to complete. Before applying, vet the various programs by researching previous winners and making sure the program sponsors adequately recognized winners across social media and/or in press releases. Finally, to ensure success, make sure you dedicate sufficient resources to prepare a high-quality application. And if you need tips for writing an award-winning award entry, check out a few here.

Industry awards can give your business a PR boost that supports organizational goals and raises awareness with your target audience. Winning awards is also fun – but as the saying goes, you can’t win if you don’t play!

Why Down Times Call for More Marketing, Not Less

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Tips From The A-Team

The foreman of an orchard reported to the owner that the trees were growing fewer apples and only on the higher and harder-to-reach branches. What should we do, the foreman asked.

Let’s spend less on ladders, the owner said.

That doesn’t make sense, but many businesses react similarly during economic downturns by cutting their marketing and PR budgets, the very things that generate sales and visibility.

We asked our team of experts for their thoughts on why marketing, PR and social media are more important than ever in difficult times. Here’s what they had to share.

A good agency will work with clients to get the most out of a reduced budget, says Senior Account and Content Director Michelle Noteboom: “The right PR team will help you find ways to maximize the value of your PR investment by creatively repurposing well-crafted thought leadership content and earned media placements.”

Tough times often lead to increased competition for a shrinking pie. Doing less marketing puts a company at a disadvantage, says VP Marcia Rhodes: “PR can help differentiate a company from its competitors by highlighting its unique value proposition, featuring its strengths, and showcasing success stories. Effective PR can position a company as a thought leader, innovator, or industry expert, giving it a competitive edge and attracting clients who are seeking stability and reliability.”

Tough times don’t last forever, but tough companies do. Smart companies will take the opportunity during a downturn to position themselves for when the economy recovers, says Senior Account Director Mardi Larson. “Remaining top of mind among your key audiences is important so when conditions improve, they’ll remember you. Plus, with competing companies falling out of the PR field, it’s time to pounce and seize the opportunity to amplify and own your position in the marketplace through earned media,” she says.

“The No. 1 mistake I see companies make during tough economic times is cutting their marketing and PR when, in fact, marketing and PR are what is going to bring your company awareness, which, as we know, leads to business,” says Katlyn Nesvold, Senior Account Director.

An economic slowdown is the time to dig in, says Senior Social Media Account Director Michelle Smith. “In a down economy, investing in your brand and social media presence is crucial for standing out, establishing yourself as an industry leader, and attracting new business opportunities. By creating a unique brand voice and consistently sharing valuable content, you can build credibility and differentiate yourself from the competition, ensuring your business thrives even in challenging times.”

In times of economic uncertainty, businesses want to work with vendors they trust, says Grace Vinton, Account Director and Media Specialist. “Having a solid PR program can help you build that industry trust and help you close the deals you’re trying to close,” she says.

If a downturn prevents a business from creating new marketing content, it can always recycle old material, says Account Manager Maddie Noteboom: “Content marketing can cost far less than traditional marketing, making it one of the most cost-effective methods to connect to your target audience. One low-cost content marketing strategy I recommend to clients is a content refresh. Dig into the archives of old blog posts, ebooks, white papers and infographics, and update them with new insights, fresher graphics, and revamped SEO.”

The experts agree. If you want to harvest apples, invest in ladders.