THE BENEFIT OF WINNING AWARDS
Transform Communications Veronica Hannon looks at the pros of entering award schemes and provides her top tips for catching the attention of a judging panel .
Vernonica Hannon , Managing Director Transform Communications
We all know the benefits of winning awards – the accolade , the celebrations , the team bonding , setting yourself above the competition , building your brand and reputation , the endorsement for all of your hard work – and , of course , being able to call yourself an ‘ award winning business ’. But before any of this can happen you have to actually enter – and plan a proactive campaign – to win awards . And there ’ s nothing harder than putting yourself out there to be judged .
When we work with clients on a PR programme that includes winning awards there are a number of aspects that we take into consideration .
THE FACTS
What makes your business award-winning ? Many companies think that you can only enter awards for what you do . For the services and products you provide . This is certainly a starting point . We look at your industry and the most relevant awards that exist to promote your business to your market and customers .
But that ’ s not the only option . Also consider how you do business . It might be that you have excellent customer service . Or perhaps you have changed your business to be about sustainable sourcing . Or you might have an excellent team in marketing , people development and finance . And there ’ s plenty of awards to be won in these areas .
The final part of this is to look at why you run your business . The impact that you have on the world , your industry , your people . This opens up businesses for leadership awards , national business awards , awards for innovation , thought leadership and many other aspects .
You might have noticed that this follows Simon Sinek ’ s ‘ The Golden Circle ’ model . To identify the what , how and why of your business . And you ’ re right . By considering all these different components , there are plenty of avenues to win awards that demonstrate your true difference as a company .
THE EVIDENCE Judges want to see the evidence and the proof points . When we enter awards for clients , we focus on gathering the evidence . This includes talking to your people and your customers , gathering internal information as well as the facts and figures about the impact your programmes have had on the business . And every business is different .
THE RESULTS For awards it ’ s all about the results . You can split these into ‘ hard ’ results , such as figures , and ‘ soft ’ results , such as reviews and testimonials .
Some companies achieve tremendous growth - here we can use percentage increases and revenue figures . Some businesses have navigated turbulent times . Others have diversified into new markets . Or perhaps it ’ s about the growth of your people , or the incredible reviews from your customers . You need to prepare to share and not shy away from including details .
THE STORY What ’ s as important as the evidence and results is the story . There ’ s nothing quite so boring as a dry and factual award submission . You need to engage with the judges to tell your story . About your journey , what you ’ ve had to navigate , the reasons behind the change and the impact that it ’ s made . When we put together an awards submission , we bring your personal voice into the entry , together with the voice of your people and your customers .
Every business has a story to tell . That ’ s why we believe with enough planning and insight , every business can win an award . You just need to believe it , put the time and attention into winning awards and be ready to put yourself on the line to be judged . Because the benefits of being an award-winning organisation are certainly worth it .
“ Every business has a story to tell . That ’ s why we believe with enough planning and insight , every business can win an award . You just need to believe it , put the time and attention into winning awards and be ready to put yourself on the line to be judged .”
For more info : www . transformcommunications . co . uk
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THE BUSINESS EXCHANGE 2021 11