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And the Winner Is…Why Awards Aren’t All Glory

By Barbara Haig
Barbara Haig Communications, LLC

From the Malcolm Baldridge National Quality Award to local Public Relations Society of America honors, everyone loves an award. But that’s also a problem. With so many awards out there for communications professionals to win, it’s possible that the impact may be watered down. On top of that, the time and expense of winning an award could negate the benefits if a company isn’t well prepared.

When encouraging a client or your own company to enter an award competition, here are some important questions to consider:

Q: Why should you enter an award competition?

A: Well, what do you want to get out of it? Here are some potential benefits of winning an award:

• Gaining publicity.
• Providing examples of good corporate governance.
• Complying with socially responsibly investment requests.
• Enhancing relationships with federal, state or local public officials.
• Giving the company a competitive edge or bragging rights.
• Communicating the company’s achievements to upper management, especially since they usually have to approve the award entry.
• Recognizing those responsible for their accomplishments.
• Inspiring others such as employees, local citizens, students or other plant locations to go and do likewise.

Q: How much will it cost to enter the award? 

A:  It depends on the award. Here are some potential costs to calculate:

• Entry fee. Not all awards have these, but it’s good to ask.
• Entry preparation. Whether it is customer’s time, account time or a writing consultant’s time, how many hours you can expect to spend compiling the information necessary for most awards.
• Accepting the award. Perhaps the most important question of all. Some competitions require, or strongly urge, that you purchase tables at the award ceremony. Others may want you to produce a video or brochure for distribution or provide gifts for attendees at the event. Find out in advance how many people are expected to attend, figuring in travel and entertainment costs, and what the client is expected to contribute to the organization.
• Promoting the award. Depending on how prestigious the award is, the client might want to consider holding a local event to promote the win or at least send out a news release.

Q: Are there any downsides to winning an award?

A: There can be, so it is important to know the answers to several questions before even contacting the client about entering the award. These include:

• Is the client ready for public scrutiny if they win the award? Are there elements that could be damaging if made public? If so, don’t enter.
• Are you prepared to provide all the information and secure internal or legal approvals for the entry in a timely manner?
• What happens if you don’t win? Will you or your client be so disappointed that it will reflect negatively? Could they blame you for not winning?

Q: Is it really worth it to go through the work of entering for awards?

A: That’s your decision. It’s actually a good idea to start with the thought that the client won’t win.  Instead, consider the residual benefits of entering the award:

• Developing the entry is a good team-building exercise.
• Compiling the data can lead to new business opportunities.
• Gathering the information can spark new communication strategies such as case studies, news articles, internal communications, Web sites, other awards.
• Circulating the information to internal audiences can showcase the team’s efforts.

Q: How much publicity can the customer expect from winning an award?

A:  It’s difficult to get the media interested in good news, so it’s better to under-promise and over-deliver. News coverage could depend on several items, including:

• Is this the first time the client has won an award? The media is always looking for “first” or “best” examples.
• Is the client frequently in the news? If so, the media may shy away unless it is a very prominent company or organization.
• Will the client allow the news media to come to its site, ask questions and shoot video footage? If not, they won’t get coverage.
• Is the client in a small town? The media is much more likely to cover local events.
• Is the client’s spokesperson able to talk about the project in a lively and compelling way? If not, the media won’t be interested.

Ultimately, just suggesting the idea of entering for an award shows your faith and commitment to your client. And if the client actually does win, and is prepared for the potential publicity, you’ll enhance your relationship for the future.

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Barbara Haig, managing member of Barbara Haig Communications, LLC, is a communications consultant specializing in sustainability issues. A former award-winning radio and television news reporter, producer and anchor in Wisconsin, she handles a variety of strategic projects and provides media training for clients such as Johnson Controls, the Medical College of Wisconsin and the American Federation of Musicians. She is a former lecturer in mass communications at the University of Wisconsin-Milwaukee and is a member of the Milwaukee Press Club and Professional Dimensions.