Getting nominated and winning an Industry Award is an exciting and influential public relations technique that is often underused. It builds on your credibility, which, as you know, is exactly what we love to do in PR. It’s attention seeking at it’s finest and it humanizes your brand.

Recently I was able to not only get a client nominated for a local Chamber of Commerce award, but actually take home the win. Here’s how it happened, what I learned, and how you can do it too!

The first step is research awards. I focused on opportunities where he was already involved. I did the research and discovered I missed the deadline, so I set a reminder to nominate him for the next opportunity. I’m glad I set that reminder, otherwise I may have forgotten!

It’s very important to read all the submission details. What are they looking for? What makes a strong nomination? Sometimes its said very clearly, sometimes you need to do extra research and look at the organizational values and see how you align with them.

💫 Pro Tip: Write statements that highlight the truth of your story, while showing why you standout as a nominee.

Some organizations want a 3rd party to nominate you. Find someone reliable and ask them to do this for you. It helps to have all the information prepared and readily available in case they decide to nominate you. Make it easy for them!

My client’s nomination led to an interview process. We thought these interviews were for TV, but they were actually part of the judging process. The most telling moment was when the interviewer asked an unexpected final question — one that wasn’t on the prep list.

That’s where my client’s story came alive. He spoke about his background, what motivates him, and who he is beyond his business title. When the award ceremony played clips from each nominee, the difference was clear. Some answers sounded like LinkedIn profiles — dry, skill-based, and impersonal. My client’s clip had heart and his authenticity shined through, and that’s what gave him the win.

There’s no guarantee if you’ll win, but always prepare an acceptance speech. A great speech remembers to:

Be ready to provide proof when asked for it. This could involve letters from CPAs, bank statements, photographs, videos or other documentation that supports your claims. Supply all requested materials in a timely manner. Be easy to work with – there are plenty of people to choose from, and you don’t want them looking elsewhere.

Don’t let the momentum and excitement of your win fade away.

💫 Pro Tip: If using photos provided by the organization you need to credit them and the photographer.

Awards boost your credibility and is third-party validation that shows you are good at what you do. Humans love this validation and so do the AI bots.

Awards create storytelling opportunity. And we know it’s stories that build connection and are hard to forget. Highlight your team’s mission, the journey that got you to where you are, and then enjoy that award you are going to win!

Do this now: Look for an award you qualify for, whether it’s a local community award, an industry or trade show award, an alumni award, a business growth or entrepreneurship award, or a cause- or values-based award.

Set a reminder for when to enter.

Then go through the steps above to put you on a path to win!

Learn from others.

KitKat Canada takes heist to the next level. Maybe they shouldn’t have.

KitKat Canada’s PR team takes the heist next level with security convoy and even guards to stand by at store displays.

You know me: I love candy PR, and while I do enjoy a good PR stunt, there’s an art form in knowing when enough is enough. I think it’s cute that they have security envoy to escort the truck. What’s is not cute is the actual impact a stunt like this can cause the general public.

"While some may find this disruptive to their day, we think it’s necessary security measures to ensure our wafer bars make it to retail safely," the company said.

Like all waves, they eventually fade away. You can’t keep riding them forever. Don’t get caught pretending your surfing on flat water.

✍️ Key PR Takeaway: If you’re going to do a PR stunt, try not to impact the general public. Especially making driving times longer! If you’re trying to do newsjacking and riding the recent popularity of a news story, make it count and know when it’s enough.

Useful PR Resources.

When you write a press release, pitch, or press page—the more facts and figures you have the better. It’s even better if you can support those facts and figures with studies that have been done by credible sources. Use Google Scholar to find these studies, stay up-to-date on latest research finding, and trends in your field. Use it to “stand on the shoulders of giants.”

Why you might even be able to use the information when writing an award nomination pitch!

Miles, the very cool 4 year old Chihuahua, when he really wants you to take note, he paws at you until you give him what he wants. He also loves to sing and listen to music. This attention seeker has completely captured the hearts of his owners. If you’re ever in need of clean windows and you’re in Orlando, you want ATD Window Cleaners for sure. If you ask really nice they might even bring Miles along. But probably not, since he’ll just distract and want attention from everyone!

I guess there’s a limit to chocolaty PR goodness! Oh well, we can’t always satisfy that sweet tooth.

Until next week, keep your shades on and stay cool.

Your fellow Seeker,
Keren

🕶️

Intrepid's co-founder and CEO don't do corporate gloss. Their opening letter in the Integrated Annual Report gets into what 2025 actually required: the hard calls, the strategy reset, and how a nearly 30% growth year still came with real challenges.

Read the report