What’s the most effective and least expensive marketing tool out there? An award win.

by | May 21, 2015 | Public Relations

You’ve just completed your latest book and laid it to rest on the nightstand, and now you need to take a trip to the bookshop (or visit their online store) to pick up something new.

Without anything specific in mind, you walk through the front doors of a behemoth chain store only to find yourself lost in a sea of titles. What catches your eye and makes you decide on one publication? Is it the artistic cover, the summary on the back, the snippets of quotes from reviewers? How do you ultimately conclude that this is the book you want to read?

Like many decisions we make, we want to hear how someone else’s experience has been. We need a recommendation that tells us we are going to get our money’s worth from this purchase — and in the case of literature, a seal of approval can make all the difference when making your selection. If that stamp on the cover declares a prestigious prize win, then it has to be worth reading. Having “New York Times Bestseller” emblazoned across the cover is a sure sign that this book has been read and enjoyed by the masses.

It’s no different for companies in need of assistance in public relations, communications or marketing. How do you select a firm that’s right for you? It doesn’t matter how sexy your website is or how many followers you have on Twitter. What matters most is your firm’s achievements.

Most, if not all, agencies will highlight award wins on their homepage, or a dedicated page listing all their awards and accolades. This gives the client a sense of comfort, knowing that their fate rests in the hands of a firm that has been recognized for its many accomplishments. They know when they hire you that they’re going to get the best possible service.

As long as the award carries prestige in its field and the judges hold a certain stature, this is the best and least expensive marketing tool you can find. A list of awards can go a long way in bringing in new clients and retaining your existing roster.

Here are five tips on how to put together a winning award submission:

  • Creativity and originality can speak volumes. Think outside the box and come up with something new.
  • Describe the strategy behind your campaign. This can really show how well you know your client and their audience.
  • Fast thinking and quick turnaround in a crisis situation can make all the difference. Show how you have managed to take a negative and make it a positive.
  • Execution is key to displaying how masterfully you have employed your PR techniques to make an impact.
  • Results need to be backed up with convincing metrics and analytics. Show how you increased your media outreach, social media engagement or membership.

Ensure you do your research: find reputable awards programs and enter to win. Take a little tour through your competitors’ websites and have a look at the programs they’re entering and winning. Find which categories work best for your campaign and enter them all!

Whether it’s nominating a younger member of your team for a local Forty Under 40 or Business Woman of the Year award, or a national recognition or even a large scale global initiative, many PR and communications awards programs can really be the best bang for your marketing buck.

And the real reason for this blog post…

Did you know? Agility PR Solutions’ sister company, Bulldog Reporter, has its own PR awards program: The Bulldog Awards. Visit bulldogawards.com to find out more.


Whitney Zelmer
Whitney Zelmer is a content marketer and events coordinator. In her free time, she is an encaustic/mixed media artist.


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