Awards that can’t hurt your PR: how to choose the right competitions

Winning an award can be a powerful boost for your company’s credibility, visibility, and reputation. Awards help businesses reach broader audiences, establish expertise, and position themselves as leaders in their respective industries. For instance, many of our clients who have received prestigious honors report measurable benefits—from increased media coverage to an influx of clients, partners, and investment opportunities.

However, not all awards are created equal. Some competitions can actually harm your public image, waste your resources, or tarnish your credibility. With countless awards and recognitions available, how can you ensure that the ones you pursue will truly enhance your business’s standing? In this article, we’ll explore how to identify credible awards, the potential pitfalls of dubious competitions, and the tangible benefits of selecting the right opportunities.

The value of prestigious awards

The most respected awards often come from established media outlets or reputable organizations, which lend them credibility and prestige. For example, global rankings such as Forbes’ “30 Under 30”, Fortune’s “The 100 Most Powerful Women in Business”, and Thomson Reuters’ “Top 100 Global Tech Leaders“ are celebrated for their rigorous selection criteria and recognition of excellence.

Take Forbes’ “30 Under 30” as an example. This list honors young innovators and leaders across sectors like technology, business, music, and art. Inclusion in such a list not only generates media buzz but also signals to investors and industry peers that the honoree is a trailblazer. This market validation can open doors to new opportunities, partnerships, and industry respect.

A case in point: One of our clients, a wellness company, was recently shortlisted for the Wellness and Spa Innovation Award, a highly regarded recognition within the wellness sector. The nomination alone elevated their reputation among clients and peers, demonstrating their innovation and thought leadership. As a result, they experienced an uptick in client inquiries and invitations to industry conferences.

Understanding credibility

Awards vary widely in their origins, criteria, and processes. Broadly, they can be categorized into two types: media-driven awards and professional awards.

Media-driven awards. They are often curated by prominent media organizations and rely on strict, journalist-determined criteria. For example, Forbes’ “Forbes Richest World's Billionaires List” evaluates individuals based on their verifiable net worth, while its “30 Under 30” list uses age, achievements, and impact as benchmarks. The rigor of these selection processes enhances their credibility, making them highly sought after.

Professional awards. In contrast, these are typically organized by industry associations or niche organizations. These competitions often require applicants to submit detailed documentation of their achievements, including metrics and case studies. While these awards may involve entry fees, they can still carry significant weight—particularly if they’re sponsored by well-regarded organizations like the American Marketing Association or the National Association of Software and Services Companies.

However, not all professional awards are equal. While some offer genuine prestige, others might lack the credibility to make a meaningful impact on your brand.

Red flags to watch out for

While the right award can enhance your reputation, the wrong one can do more harm than good. Here are some key warning signs to help you avoid PR pitfalls:

1. Unfamiliar or questionable organizers
2. Before applying, research the award’s organizer. Is it affiliated with a reputable industry body? For instance, an award backed by the National Retail Federation would carry significantly more weight than one from an obscure website with no established affiliations.
3. Minimal social media presence
4. Check the award’s social media footprint. If the organizer has only a handful of followers or minimal engagement, it may lack credibility. Worse, it could be a pay-to-play scheme designed to profit from entry fees rather than genuinely honor achievement.
5. Unknown past winners
6. Review the list of previous recipients. Are they well-known and respected companies or individuals? If past winners are obscure, untraceable, or irrelevant to your industry, the award’s credibility—and its potential value to your business—should be questioned.
7. Excessive or vague fees
8. While application fees are common for legitimate competitions, exorbitant or unclear charges are a red flag. A reputable award program should clearly outline how fees are used and what participants can expect in return, such as access to exclusive events or promotional opportunities.

How to choose the right awards

Selecting the right awards requires strategic thinking and research. Here are a few tips to ensure you’re pursuing recognitions that will enhance your reputation:

• Align it with your brand: choose competitions that reflect your business’s values, industry, and achievements. For example, if you’re a tech startup, awards like Fast Company’s The World's Most Innovative Companies are more relevant than generic “business excellence” accolades.
• Prioritize transparency: Reputable awards outline their selection criteria, judging processes, and benefits for participants. Avoid competitions that provide little to no information on how winners are chosen.
• Assess the network and exposure: Beyond the trophy, consider the exposure and connections the award can bring. Will winning position your brand alongside respected industry leaders?