If you want to be known as a leader in your field, then a good PR agency will tell you that industry awards must be part of your marketing communications strategy.
Industry recognition shines a light on your brand and expertise, building credibility that paid advertising alone cannot achieve.
Think of the impact a Canstar Award (or conversely, a Shonky Award) can have on perceptions of a consumer brand. Showcasing excellence in service delivery is vital for those operating in health or aged care. While those in the property development or resources sectors benefit from strong environmental and community engagement credentials.
Strategically selecting awards that showcase your greatest strengths can earn accolades for your organisation, your team or yourself that will open doors to even greater successes.
Consider the benefits you stand to gain from partnering with your PR agency to develop a winning awards strategy this year.
Boost your corporate reputation and credibility
It goes without saying that recognition from a third party carries more weight than self-generated praise. That is why earned media can have a far greater impact on your reputation than paid media. Industry awards work much the same way. Labelling yourself the best in your field is unlikely to hold as much weight as an independent judging panel bestowing that honour upon you. A merit-based honour attached to your brand can give it cut-through in a cluttered marketplace.
Support your business development objectives
A clear and unique selling proposition is vital in any business development strategy. Backing up your proposition with independent recognition from industry peers or consumers adds significant weight to your claims. Awards programs can also open doors to privileged networking opportunities and marketing platforms reserved for entrants. Your prospective or current clients will also see that entering awards programs reflects a commitment to excellence and leadership, even if your submission is not selected as the winner.
Generate newsworthy content
Marketing and communications channels are hungry beasts to feed. Your social media manager will likely embrace your award entry as a great content opportunity. Naturally the strongest opportunities for social media or sector media coverage will come from an award win. But short-listed entrants and finalists are also likely to feature in content published by the award program itself which has a dual interest in promoting its brand as well as those of its entrants.
Attract and retain top talent
More than just enhancing your client-facing brand, awards can also propel your employer brand to new heights. Evidence of this can be seen in the investment large employers make in ensuring their brand cracks the lists of top workplaces across various categories: graduate programs, diversity, giving back to communities. Naturally talented employees want to work for the best organisations in their chosen profession. Promoting your accolades will help you build a winning team.
Build morale with a winning team environment
Success breeds success. If you have a team of current or emerging superstars, make sure you create opportunities to celebrate them. Recognising the success of a winning business strategy can take many forms: in-house employee awards, bonuses or team lunches. But there is something special about showcasing your team’s successes to your industry peers and competitors. The opportunity to attend a gala awards event can be a professional highlight that will bond your team and boost morale, sustaining ongoing successes.
If the value of awards is clear to you, it is worth partnering with a professional PR agency to maximise your chances of success.
BBS works with clients to curate awards programs aligned to their reputation and business development objectives and to produce high impact awards submissions. We have a strong track record of earning industry recognition for our own work too. Contact us today to see how we can partner on a winning strategy with you.