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A winning PR strategy. Apply for awards to build your brand

Writer's picture: Alice WuAlice Wu
A winning PR strategy. Apply for awards to build your brand

A lot of startups and scale-ups have reached out to us about submitting for awards as part of their overall PR strategy. Some have won awards already and are looking to win more - and want to translate these awards into media coverage. 


Winning a big award in your industry can bring instant credibility. That’s good for business if you can spread the word. 

Already won an award? Excellent! Here's how to promote it with a PR strategy


We had a client once who was recognized for best outstanding AI technology in the marketing category. The CEO wanted press for it. Problem was…the award was announced months ago. 


The client was very gracious, and accepted that what makes news news, is the word ‘new’. So we came up with a strategy to piggyback off the award and make the CEO’s backstory (rags-to-revered!) attractive to reporters. It worked!


Winning awards need to come with a reality check. Not all awards are created equal. A prestigious, widely-recognized award (like, say, the Deloitte Technology Fast 500) can open doors to new clients, boost employee pride, and cement your company’s reputation. 


For a well-known award, a press release tied to the win (notice I didn’t say ‘announcing’ the win – I’ll get to why in a minute) can land you coverage on broader platforms and news sites, especially if they come in the form of a list. Lists like the Fast 500 are media gold because they provide context and comparisons. 


Now, let’s say you’ve won a more niche, industry-specific award. This will take a bit of finesse to craft a story that catches journalists’ interests. Focusing on what sets you apart in your industry (we’re the only e-commerce site tailored to government buyers!) is one strategy. 


In both cases, the PR approach is the same: tell a story in the press release. Here’s why a simple ‘announcement’ of the win won’t cut it. Reporters will glaze over generic headlines like ‘INSERT COMPANY NAME makes Top Ten list of NAME OF AWARD’. 


The award should be a stepping stone to your larger story, not the story. Remember, it’s the Fast 500. That means there are 499 other companies releasing the exact same press release with the exact same, boring headline. You need a story that stands out. Something like, ‘COMPANY NAME grew 134,543% in one year’ catches the eye with a nice, big stat. 


How to apply for awards as part of your PR strategy


Companies reach out to PR firms looking to build their brand, and oftentimes they want to apply for relevant awards as part of that strategy. Efficient PR pros will understand the inner workings of award applications, but prep work on your end will make the process smoother.


Have your metrics ready


We can’t stress this enough. Numbers tell a story. Reporters love numbers, and so do award judges. Tripled revenue growth in the last year? An incredible case study showcasing how you brought your client success? These are the kinds of stats that make your submission stand out. Helping out your PR pros with concrete metrics gives them fuel to show why you deserve to win.


Share a list of relevant awards


Your PR team will research and know which awards align with your business objectives. But are there ones you can flag for us? Absolutely. Let us know you’re also interested in sustainability categories, or social impact. For example, a workplace culture award could land you higher-quality applicants for job openings. Have a list of target awards ready to share with your team so they can focus on the right opportunities.


Mind the award submission deadlines…and the cost


Awards often have tiered fees, with early-bird rates that are hundreds of dollars cheaper than final-dealine rates. Those deadlines sneak up fast. A proactive PR team will ping you to meet deadlines – don’t ignore them to avoid last-minute stress and costs. Remember, deadlines often factor in time zones: a Friday afternoon in New York might miss a UK award cutoff.


Common awards submission mistakes to avoid


Even with the best intentions, things can go wrong sideways – missed payments or misunderstood deadlines are avoidable. Stay engaged or delegate someone to review the application. Check your Slack, TEAMS, or other platforms for PR pings.


For person-specific awards, choose wisely. A rising star might outshine the CEO for a leadership award.


And the award goes to …


Award submissions are an investment that require thoughtful planning. Your PR pro is your partner in crime. Have you won an award and want to make a splash about it? Need help applying for awards in your industry? Let’s build an award-winning PR strategy together. Contact our tech PR experts at Mind Meld PR

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