By Cassia House, PR Account Manager, Goldings Communications
Submitting an award for your business takes a lot of time, effort and resource and once you’ve hit that submit button it’s easy to think the work is done until the results come in. Whether you win, get shortlisted or even just receive constructive feedback however, your award entry can unlock a wealth of PR and marketing opportunities if you use it wisely.
In this blog we’ll discuss ways you can maximise the PR value from your award submissions and repurpose your efforts into powerful content across multiple channels.
Celebrate the recognition publicly
If you’re shortlisted or win, don’t keep it to yourself! Share the news widely straight away:
- Publish a press release tailored to local, regional and trade press, emphasising why the recognition is meaningful in your industry and to your community.
- Announce it on your website’s news or blog section, with a professional image of your team, award logo and the product/service that won.
- Update your email signature to include the accolade and include it in newsletters to customers and stakeholders.
Even if you didn’t win, simply being shortlisted or commended can still enhance your reputation and position you as a leader in your field.
Make the most of award logos
Most awards programmes provide official winner or finalist logos. These carry credibility, so display them wherever appropriate:
- On your homepage, about page, and case study pages.
- In pitch decks, proposals, and tenders to strengthen your authority.
- Across social media graphics and profile banners.
Repurpose your award entry
If you spent a lot of time and effort on your submission and used evidence and insight, it’s likely to contain a strong narrative about your success, so don’t let it gather dust. With a little editing, you can turn it into other content:
- Blog posts: Break down your entry into a series of posts. For example: ‘How we delivered a 30% growth for clients’ or ‘Behind the scenes of our award-winning project’.
- Case studies: Use the data and outcomes from your entry to create a detailed case study for your website or sales collateral.
- Social media content: Share bite-sized insights, stats, and testimonials from your entry, paired with engaging visuals.
Leverage judges’ feedback
If the organisers provide feedback, even if you didn’t win this is gold. Not only can it help you improve future submissions, but positive comments can also be quoted (with permission) in your marketing:
- Add quotes from judges to your press release or website.
- Use constructive feedback internally to show your team where you excel and where to develop.
Keep the momentum going
Awards create a perfect excuse to re-engage with journalists, clients and prospects. Don’t be afraid to pitch follow-up stories to local, regional or trade press, such as:
- A profile piece on your founder or team.
- A deeper dive into the project or innovation that earned the recognition.
- Commentary on industry trends, positioning you as an expert.
Awards are about more than a trophy on the shelf; they’re a valuable PR asset. By repurposing your submission, showcasing official logos, amplifying positive feedback and engaging the media, you can extract far more value than just a night out at a ceremony.
With a strategic approach, your award entry can fuel months of content and credibility, boosting your brand long after the judges have made their decision.
For more information on how Goldings Communications can help you with your purpose-driven PR strategy, get in touch today.
