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Are Industry Awards Really Worth It?

May 19, 2016
byLaura Van Eperen inCreative Services, Public Relations
Industry Awards

Awards are a source of pride. They let us know we accomplished our goals. They show that we exceeded both expectations and our competition. They are also time consuming, expensive and of questionable intrinsic value.

So, why do we still go after them (and sometimes win!) year after year?

I recently attended a workshop hosted by PRSA-NCC about their own, highly-esteemed Thoth Awards. The focus was the specifics of the Thoth Awards – what a successful application should include, the time required to put forth a winning application (hint: it’s not something you start a week before the deadline), and other considerations for hopefuls.

However, what I found most interesting was the discussion around the value of awards overall: What do they mean for agencies and, at the end of the day, is it all worth it?

In short, yes. Here are some of the reasons discussed:

  • Improving client relations. When your agency wins an award, it shows your client that you are at the top of your game and that the campaign or project you worked on for them was executed perfectly from start to finish. Another benefit? Inviting your client to the ceremony – an easy way to further build the relationship and get valued face-to-face time with clients.
  • Building your brand. Whenever you win an award, it adds cachet to your agency’s name. There are many building blocks that go into forming a well-respected brand and awards are one of them. Award wins demonstrate that your agency does work that earns non-biased recognition. A testimonial from a client and case study on your website are great – but what did your peers think about the project? That kind of credibility is only lent through award wins.
  • Learning for the future. Awards, both wins and losses, can influence your approach to client work moving forward. When an award submission doesn’t win, it gives you an opportunity to reflect on what worked and what could’ve been improved.

Get started on those applications!

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