How to max your PR coverage with business awards (even if you don’t win)
And the winner is…
Becoming ‘award-winning’ is one of the best things you can do to help your business.
It creates a buzz around your brand and builds trust with customers.
But awards are also one of the easiest ways to net yourself some quality press coverage - even if you don’t win.
So, dust off your sequins. It’s time to start sending those applications.
How to apply for an award
Encourage people to nominate you - or you can often nominate yourself.
If you need some insider tips on how to craft a winning awards entry, my recent feature for The Journalist magazine is packed with advice.
Not sure which awards to enter? Here’s a list of Yorkshire awards for small businesses to get you started:
• Yorkshire Post Excellence in Business Awards
• TheBusinessdesk - The Yorkshire Business of the Year
• Yorkshire BusinessWoman Awards
• Hull and East Yorkshire Business Awards
• FSB Awards - Yorkshire & The Humber
• Deliciously Yorkshire Taste Awards
When to send a press release about an award
Have you been shortlisted for an award?
Congrats! Write a press release about being a finalist and email it to journalists at your local newspaper or radio station.
Don’t make the mistake of waiting until awards night. Being nominated for an award makes a great story. As a local business, people want to cheer you on. So, make sure you shout about it.
And connect with all the other finalists, sponsors and judges.
There are plenty of other PR opportunities too, such as when you:
• Win an award
• Receive your trophy through the post
To max your PR, you need to be sharing your achievement at all of these stages. And don’t forget about those all-important photos.
A picture speaks a thousand words
Images can make or break a story.
When you send your awards press release to a journalist, always include a high res image within the body of the email. Preferably of your team (before the awards night), or of you holding the award (at the awards ceremony).
Blow your own trumpet
Remember to add ‘shortlisted’ or ‘award-winning’ to your social media profiles and email signature.
Shout about any press coverage you gain on your website and social media channels. This allows you to continue benefitting from the PR coverage long after your story has appeared in the press.
Meanwhile, being able to call yourself an ‘award-winning’ business will give you kudos - and might lead to new opportunities.
Yorkshire PR case study: Hetty & Betty
Hetty & Betty owners Lois and David Kirtlan at The Small Awards with comedian Sue Perkins and judge Marsha Powell.
My client Hetty & Betty, a seaside restaurant and wedding venue, was recently shortlisted for two national awards: The Federation of Small Businesses and The Small Awards.
Being an awards finalist was a fantastic PR opportunity for this Whitby business. And the story gained articles in The York Press and Scarborough News, among others.
I later secured a local BBC radio interview for Hetty & Betty owner Lois. She got to talk about the success of her independent business.
Lois was also interviewed for feature/business profile piece in The Yorkshire Post Business section.
It was also a chance to promote her signature dish: The Whitby Fish and Chips Afternoon Tea. And this led to national newspaper press coverage with a story in The Sun newspaper.
Since then, Hetty & Betty has been finalist for - or/and won - many other awards.
And when they won TripAdvisor’s coveted Travellers’ Choice Award, I helped them get this article in The York Press Business section. The story also also gained coverage in The Scarborough News, The York Press and The Gazette & Herald.
Will all this effort be worth it?
Yes. Entering awards is time-consuming.
But it will pay off - and it should definitely be part of your PR strategy.
In the words of Lois from Hetty & Betty:
“We know the PR has had an impact and has driven customer interest as customers have told us that they’ve seen the coverage. They’ve also congratulated us on our awards when they’ve visited the restaurant.
“We’ve also seen a spike in new customers following all the media attention.”
Fancy finding out how I can help you to max your PR? Book a Discovery Call for a FREE chat.
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About the author
A former national newspaper journalist, Linda specialises in raising the profile of small businesses in Yorkshire – and attracting new customers – by getting their stories in the press.
Linda’s affordable PR services range from press release writing to monthly retainers. She also trains businesses to DIY their PR.
Connect with her on LinkedIn
