By Linda Forrest
In today’s instalment of my series about the various components of an integrated PR program, I will talk a little bit about awards.
Publications and conferences have award programs that invite companies that are active in their sectors to nominate themselves for awards. Other awards programs select the nominees and winners based on set criteria, or are selected by esteemed judges and the companies vying for the award have no input or sway in whether they are considered for the award.
How award programs work and the benefits derived from winning such an award can vary widely.
Some awards submissions cost a considerable amount of money in order to even submit a nomination for consideration. In my opinion, any award that you’re paying for is not likely to hold much sway with your prospects as the value is diminished when it’s easily determined that the distinction was bought and paid for.
Nominations themselves can consist of simply a form filled out by a company representative or be as in-depth as requiring support letters and recommendations as well as extensive company documentation. For those private companies preparing complicated nominations, be cognizant of whether the submission process requires you to divulge your financial statements and if so, consider whether the value that would be derived from winning is worth providing your competitors with your company’s revenue and sales data.
Just as preparing a roadmap for editorial calendars and speaking opportunities is helpful for determining your planning horizon, so to is including a nomination schedule for awards. Keep an eye on when submissions are due and what components you’ll need to gather and manage your time accordingly.
Awards for which the winners are selected by expert judges, without the influence of the company itself, are of the most value as they’re entirely impartial and the product or company can legitimately consider their win as signifying that they are genuine leaders in the area for which they’re being recognized. The submission process is easiest too, as no action is required until if and when you’ve already won and the awards organizers are looking to build out profile for collateral or coverage in the associated publication.
Once you’ve won an award, it’s a good idea to publicize it in the form of a news release and a link on your web site. This not only increases your search engine results but also can provide useful ammunition to any prospects that are deliberating on whether to buy your solution. Sometimes the fact that your company or product is award winning can seal the deal as it offers third party validation and will help them sell it up the decision-making chain internally.
