Creating a successful PR strategy for award nominations and wins requires careful planning, strategic execution, and thoughtful follow-through. Organizations that win industry awards gain significant advantages in brand recognition, credibility, and market positioning. According to a study by the Public Relations Society of America (PRSA), companies that actively pursue and win industry awards see an average 23% increase in positive media coverage compared to their non-award-winning competitors. The process of securing award recognition goes far beyond simply submitting an application – it demands a comprehensive approach that starts months before the nomination and continues well after receiving the award.
Identifying Award-Worthy Campaigns and Opportunities
The foundation of any successful awards strategy begins with selecting the right campaigns and initiatives to submit. Not every project warrants an award submission, even if it achieved positive results. The key is identifying truly standout work that demonstrates innovation, measurable impact, and alignment with award criteria.
When evaluating potential award submissions, focus on campaigns that showcase:
- Measurable business impact with clear ROI
- Creative problem-solving and unique approaches
- Strong alignment with organizational goals
- Positive stakeholder feedback
- Industry innovation or advancement
Consider maintaining a running list of award-worthy projects throughout the year rather than scrambling to identify candidates as deadlines approach. Document key metrics, collect testimonials, and preserve important assets that can strengthen future award submissions.
Developing a Strategic Awards Calendar
Planning is critical for award success. Most major industry awards operate on annual cycles, so creating a comprehensive awards calendar helps ensure you don’t miss important opportunities. Your calendar should include:
- Submission deadlines for target awards
- Internal planning milestones
- Content development timelines
- Supporting material due dates
- Announcement dates
- Follow-up activities
Start planning at least 3-4 months before submission deadlines. This allows adequate time for gathering data, crafting compelling narratives, and securing necessary approvals. Many organizations maintain rolling 12-month awards calendars to stay ahead of opportunities.
Crafting Compelling Award Submissions
The quality of your award submission directly impacts your chances of winning. According to awards judges interviewed by PR Week, over 60% of submissions fail to make it past initial screening due to poor writing, lack of supporting evidence, or failure to address judging criteria.
Strong award submissions typically include:
- Clear objectives tied to business goals
- Detailed strategy and execution information
- Specific, measurable results
- Supporting materials (images, videos, testimonials)
- Professional writing and presentation
Focus on telling a compelling story that demonstrates both creativity and effectiveness. Use specific examples and data points rather than general statements. Remember that judges review dozens or hundreds of entries – make yours memorable by highlighting unique aspects of your work.
Building Pre-Announcement Momentum
Once you’ve submitted your award entry, the pre-announcement phase offers valuable opportunities to build anticipation and engagement. This period typically spans 4-8 weeks between submission and announcement.
Effective pre-announcement strategies include:
Social Media Engagement
Create regular social content highlighting your nomination and the significance of the award. Share behind-the-scenes glimpses of your submitted work and team members involved.
Internal Communications
Keep employees informed and excited about the potential recognition. This builds company pride and creates natural ambassadors for your success.
Media Relations
Brief key media contacts about your nomination and provide background information they might need for future coverage.
Stakeholder Updates
Inform clients, partners, and other stakeholders about your nomination through newsletters, emails, or direct outreach.
Maximizing Award Announcements
The announcement phase represents a critical window for maximizing visibility and impact. Whether you win or receive finalist recognition, having a ready-to-execute communications plan is essential.
Press Release Strategy
Prepare press releases in advance for different scenarios (winner, finalist, honorable mention). Include quotes from leadership, context about the award’s significance, and specific details about your winning work.
Social Media Activation
Plan a coordinated social media campaign across all channels. Create shareable graphics, video content, and engagement opportunities for followers to celebrate with you.
Employee Recognition
Acknowledge team members who contributed to the award-winning work. Consider internal celebrations or recognition programs to maintain momentum.
Client Communications
Develop targeted messages for clients and prospects highlighting your award recognition and what it means for them.
Leveraging Press Quotes and Media Coverage
Media coverage adds third-party credibility to your award recognition. According to PR Newswire, award wins that generate media coverage receive 3.5 times more social shares and engagement than those that don’t.
Securing Media Coverage
- Develop targeted media lists for award announcements
- Create compelling pitch angles beyond the basic win
- Offer exclusive interviews or additional content
- Provide high-quality visual assets
- Follow up personally with key media contacts
Maximizing Press Quotes
When you receive positive coverage, leverage those quotes across multiple channels:
- Website and marketing materials
- Sales presentations
- Social media content
- Future award submissions
- Recruitment materials
Post-Win Strategy and Long-Term Benefits
The value of award recognition extends well beyond the immediate announcement. Implementing a structured post-win strategy helps maximize long-term benefits.
Content Creation
Develop a content calendar that extends the life of your award recognition:
- Case studies
- Blog posts
- Video content
- Thought leadership articles
- Speaking opportunities
Business Development
Integrate award recognition into your sales and marketing efforts:
- Update proposal templates
- Create new sales collateral
- Train business development teams
- Refresh pitch presentations
Talent Attraction
Use award recognition to strengthen your employer brand:
- Update recruitment materials
- Share on career sites
- Feature in job postings
- Highlight during interviews
Conclusion
A successful PR strategy for award nominations and wins requires careful planning, strategic execution, and consistent follow-through. By following these guidelines, organizations can maximize the value of industry recognition and create lasting impact.
Key action items for implementing your award strategy:
- Create a comprehensive awards calendar for the next 12 months
- Develop templates and processes for identifying award-worthy work
- Build a library of supporting materials and assets
- Establish clear responsibilities for award program management
- Create measurement systems to track award program ROI
Remember that award recognition is not just about winning – it’s about creating opportunities to showcase your organization’s excellence and build lasting credibility in your industry. Start planning your award strategy today to position your organization for future success.
