Driving award success with PR
Late last year we gave you tips on how to prepare a great award submission. Last week we put together a list of some of the business awards coming up across a number of categories this year including the BRW Fast Franchises List, Telstra Business Awards and Franchise Council of Australia Excellence in Franchising Awards. We also talked about how entering awards can benefit your business but what we’ve only touched on is how to maximise award success and leverage the credibility that comes with it.
We’ll touch on a few common tactics used and you’ll learn that sometimes it doesn’t matter if you’re first or fifth. What does matter is timing, making sure your tactics are prepared and executed on time so you’re not announcing your success when it’s too late.
Before the winners are announced
“Congratulations”, says the email. “Your company has been shortlisted for the 2012 Amazing Company of the Year Awards”. Some awards will let you know you’re in the running which means it’s time to put your PR hat on.
Prepare your message. Be clear on what to say if you win. Firstly, the General Manager or CEO should be the nominated spokesperson for interviews. Some key information you should have prepared are company initiatives (ie the projects that won you the “green” award, for example), sales and profit growth (it might not always be appropriate to boast your exact figures but % growth still shows your company had a strong year) and the other elements contributing to your company’s success.
Prepare a media release. In the weeks or days leading up to the announcement prepare a media release detailing all the above juicy information about your company. What is it that really differentiated your company in the market that year. This is what you’ll use to send information to journalists and key media contacts and it should be ready to go out as soon as the announcement is made.
Look for relevant features. BRW sends all shortlisted franchises an editorial survey to complete prior to the announcement of its Fast Franchises List. If you get an email like this make sure you reply as your responses are used for feature stories. In fact, get in touch with any publication – print or online – that generally covers the award you’ve entered to ask about what feature stories it may be developing and if your company has experienced the trends or themes they’re writing about let them know.
After the winners are announced
Pitching. Get your media release out to all contacts relevant to your award. Everyone will be doing this so make sure your point of difference is clear. Continue to follow up with your contacts keeping in mind what it is about your company’s success that is most interesting to what they’re writing about.
Credibility of an award. Winning an award highlights you as an industry leader or innovator and has the potential to attract new clients and customers. Let stakeholders know – customers, suppliers etc. All suitable touch points of communication (company website, email signatures & business cards, company letterheads, newsletters, collateral and brochures) should mention your win also. Use the award’s logo and a brief line similar to as follows. ie. 2012 Small Business Awards Winner (logo).
Social Media. Social networking sites are another great way to reach out to your audience (ie. use hash tags likes #telstrabizawards on Twitter or announce your win on your business’s Facebook page) and share any exposure you may receive as a result of your award success.
Not the best but among the best
We encourage our clients to enter awards that are relevant to their respective industries. Often, companies won’t enter awards if they don’t think they’ll win. Our experience has proved it sometimes doesn’t matter if you win, so long as you’re seen among the best.
Two of our clients made the 2011 BRW Fast Franchises List last year. Pool and spa care franchise PoolWerx made the list for the eighth consecutive year while home appliance rental franchise Mr Rental made it for the first time and we achieved positive coverage for both of them for very different reasons. For PoolWerx, it was about what the company was doing to remain at the top for a number of years. For Mr Rental, it was about what strategies over that previous year had lead to its business success and resulting recognition among the top franchises in Australia.
Over the past five years, Ignite PR & Marketing has had success entering its clients in awards including BRW Fast Franchises List, Telstra Business Awards, BRW Fast Starters, Ernst & Young Entrepreneur of the Year, BRW ANZ Private Business Awards, ActionCOACH My Business Awards, Franchise Council of Australia Excellence in Franchising Awards. If you’d like further advice on entering your company in business awards get in touch with Ignite here.