If you’ve just been voted the best in your industry, and you really are the best, you should know to leverage your podium position for all it’s worth.
Whether it’s operational excellence, marketing expertise or innovation, or a combination of all of these, highlighting a company’s core strengths will help improve its reputation. However, doing so with cut-through in a dynamic media world can be a challenge.
So how do you leverage an award win for maximum gain?
We’re glad you asked. PR has always been effective in building credibility for brands through – among other things – communicating key messages to target audiences. It’s no different when it comes to maximising an award win. PR people will extract the interesting information from a company’s success story and use it in a compelling way that actually generates awareness and credibility for the brand.
While you can’t straight up say you’re the ‘industry leader’ and expect people to believe you, good PR people will help you determine and develop key messages, identify your audiences, and then marry the two together through developing communication tactics that position your company in the public domain with this objective in mind.
For the past two years we’ve written successful award submissions for our franchise clients in the NAB Excellence in Franchising Awards and then gone on to leverage them to boost their company profiles and support franchise development. In fact, leveraging success at a local level and national level has been significant in helping our franchise clients attract high quality franchise candidates and grow their businesses in a competitive environment.
Here are a few of our tips on leveraging success:
1. Message (the what you’re saying bit)
Why have you been recognised? Cut to the core of why you’ve been recognised. It’s about the hard-hitting strategy underpinning success that media wants to report on, not that you provide unbeatable customer service.
2. Audience (the who you want to/should talk to bit)
You may have a larger audience than you first think. It’s not just about the people buying your products or services. It’s also about the people who work for your organisation, your suppliers, and other stakeholders who have an interest in your company.
3. Tactics (the magical part where the two link)
Media announcement – Taking your success story to mainstream media requires a different approach to industry media. The two have different interests and therefore your story needs to be told differently. PR people will help you do this.
Internal/stakeholder engagement – What’s going to resonate well with your stakeholders? Is it a simple story in the next newsletter or is it a short, sharp video production that visually showcases the personality behind the brand. Content is again key here.
New media opportunities – You’re the best, so position yourself as the best. Use your new credibility to seek new media opportunities for your key spokespeople to share your company’s leadership and industry insights.
If you’d like further advice on entering your company into business awards or leveraging your achievements, please get in touch with us here.
Ignite PR has successfully entered its clients into awards including FCA Excellence in Franchising Awards, BRW Fast Franchises List, Telstra Business Awards, BRW Fast Starters, Ernst & Young Entrepreneur of the Year, BRW ANZ Private Business Awards and ActionCOACH My Business Awards.