Industry awards are a fraught subject in PR circles.
Awards with an application fee can feel like pay-to-play ploys, and most awards don’t result in media coverage. That can make it difficult to justify the time and effort involved by both the company and its PR partner. But applying for—and securing—awards can come with tremendous benefits, if it is done with a strategic eye and end goal in mind.
Elevating your client
PR pros are good at telling client’s stories in pitches, profiles and other media placements: Where they came from and the milestones they’ve achieved, not to mention where they’re going and who they’re disrupting along the way. Awards submissions and honors can provide another venue to share those stories. Though it’s true that smaller awards probably won’t deliver automatic media coverage, any recognition can help you bolster your profile in the marketplace.