Chapter 5: Finding the Right Awards to Nominate Your PR Work
Choosing the Right Platforms for Strategic Recognition
Submitting your public relations achievements for recognition is an important step, but knowing where to submit is equally critical. In a world filled with hundreds of awards programs—ranging from global competitions to niche recognitions—it can be overwhelming to decide which ones are right for your work. Not all awards are created equal, and not every program will serve your goals effectively.
This chapter provides a comprehensive guide for in-house PR teams and agencies on how to evaluate and select the most relevant business awards to showcase their work. The focus is on developing a clear, consistent approach to award selection that supports long-term credibility, industry visibility, and the achievement roadmap you’re working to build.
Whether you’ve just started tracking your accomplishments or already have a backlog of campaign successes ready for submission, the right award opportunities can elevate your work beyond internal dashboards and into public recognition.
Let’s explore how to find those opportunities—and how to determine which are truly worth your time and effort.
Not All Awards Are the Same
The awards landscape is broad and varied. Some programs focus on creativity, others on strategy, and still others on impact, innovation, or industry contribution. Before you jump into filling out forms or writing nominations, it’s important to understand the types of awards available:
1. Industry-Specific Awards
These awards focus on recognizing achievements within a particular sector (e.g., healthcare, education, finance, sustainability). If your PR work serves a niche industry, these can be excellent opportunities to stand out.
2. Function-Based Awards
These focus specifically on PR, marketing, communications, or advertising, and typically evaluate strategy, message clarity, execution, and results.
3. Role or Team-Based Awards
These awards recognize individuals (e.g., PR Leader of the Year), teams (e.g., Best In-House PR Team), or agencies. They emphasize leadership, consistency, and collaboration across multiple campaigns.
4. Project-Based Awards
These evaluate specific campaigns or initiatives, such as crisis communications, media relations, internal communications, or thought leadership. They allow you to spotlight one project at a time.
5. Merit-Based Business Awards
Programs like the Globee Awards evaluate a broad range of business achievements, including communications, leadership, innovation, and public relations. These programs value substance over size and are ideal for both in-house and agency teams who want to be evaluated by a panel of industry peers.
Define Your Recognition Goals Before You Search
Before you begin researching award programs, take a step back and define what you want recognition to accomplish for your team, your agency, or your company.
Ask questions like:
- Are we trying to build external credibility with potential clients or partners?
- Are we trying to increase internal visibility and influence with leadership?
- Are we looking to boost morale and motivation within the team?
- Are we aiming to attract top PR talent or position ourselves as industry leaders?
Your goals will help you filter through awards and prioritize those that align with your broader strategy.
Characteristics of the Right Awards for You
There are dozens of awards that may look impressive at first glance, but the right award for you depends on multiple factors. Consider the following characteristics when evaluating opportunities:
1. Relevance to Your Work
Choose awards that match your team’s strengths and campaign types. If your work focuses heavily on internal communications or public education, an award focused on visual storytelling might not be the best fit.
2. Merit-Based Evaluation
Prioritize awards that evaluate nominations based on criteria, impact, and peer review—not influence, marketing spend, or sponsorships. Awards like the Globee Awards use structured judging processes involving industry professionals, ensuring fair and meaningful recognition.
3. Category Fit
Carefully read through available award categories. Do you see a category that matches your work? Avoid forcing your campaign into a category where it doesn’t naturally belong.
4. Credibility and Industry Recognition
Look into how the award is perceived by others in your industry. Is it respected? Are winners proud to display their badges? Does it attract strong competition or attention from peers?
5. Track Record and Transparency
Reliable award programs list previous winners, clearly state judging criteria, and explain how their process works. If this information isn’t easily available, be cautious.
6. Inclusiveness and Accessibility
Some awards cater only to large corporations or major agencies. If you’re a small team or solo PR professional, make sure the award program welcomes nominations of all sizes and scales.
How to Research Award Opportunities
Once you’ve identified your goals and the types of awards that align with your work, it’s time to build a shortlist. Here are research methods to guide your search:
1. Industry Association Websites
Professional PR and communication organizations often list recommended awards, updated deadlines, and submission guidelines.
2. Review Winning Entries from Similar Organizations
Explore press releases and websites of companies similar to yours. See which awards they’ve won and which programs feature their recognition.
3. Award Program Directories
There are directories and platforms dedicated to listing awards by industry, function, and geography. These can be useful to scan for programs you haven’t encountered before.
4. Social Media Announcements
Search for hashtags like #PRAwards or #BusinessAwards on platforms like LinkedIn to see what peers are celebrating.
5. PR News Sites and Newsletters
Industry publications often announce call-for-entries for well-known award programs. Subscribing to a few of these newsletters can keep you informed.
Creating Your Award Shortlist
Once you’ve conducted your research, narrow your list down to a manageable number. Too many award submissions can burn out your team and dilute your efforts.
Here’s an example of how you might categorize and prioritize your shortlist:
| Award Name | Category Fit | Deadline | Effort to Submit | Strategic Value | Priority |
|---|---|---|---|---|---|
| Globee Awards | Media Relations, Crisis Comms | April 1 | Medium | High | High |
| Local Business Chamber Awards | Community Engagement | March 15 | Low | Medium | Medium |
| National Communications Awards | Internal Comms | June 30 | High | High | Medium |
| Innovation in PR Awards | Thought Leadership | Sept 10 | High | Medium | Low |
Evaluating each award through a structured lens helps ensure that your time is spent where it will bring the most return.
Match Your Work to the Right Category
Once you’ve chosen the right award program, selecting the correct category is essential. The best campaigns can be overlooked if submitted under the wrong heading.
Steps to ensure category alignment:
- Read the full category description—not just the title. Some categories may seem similar but differ in key evaluation criteria.
- Evaluate past winners—see the type of work that has won previously in that category. Does your achievement look similar in structure or impact?
- Ask the organizers—many award programs have contact points who can clarify category fit before you submit.
- Don’t force it—if your campaign doesn’t fit perfectly in any category, it’s better to wait or choose a different program than to dilute your work’s relevance.
Budgeting and Time Management for Submissions
While recognition is valuable, it still requires an investment of time and often a submission fee. Consider these tips for balancing your budget and workload:
- Plan your award submissions during slower PR cycles when the team isn’t overwhelmed with live campaigns.
- Divide the work—assign tasks to different team members, such as writing, compiling visuals, and editing.
- Set a recognition budget annually to cover award entry fees, especially for credible programs that offer significant exposure.
- Repurpose nomination content for more than one award when possible, tailoring each version to match category requirements.
When handled efficiently, recognition becomes an integrated part of your operations rather than a drain on your resources.
Avoiding Common Pitfalls in Award Selection
Here are a few mistakes to avoid when choosing which awards to pursue:
1. Choosing Based on Prestige Alone
Just because an award is widely known doesn’t mean it’s the right fit. Prestige matters, but strategic fit matters more.
2. Applying Without Research
Blindly submitting your work to unfamiliar programs wastes time. Do your homework to ensure a strong match.
3. Applying to Too Many Awards at Once
Quality trumps quantity. Three strong, well-prepared submissions will bring more value than ten rushed ones.
4. Ignoring Feedback or Outcomes
If your past submissions didn’t succeed, revisit them to see where they fell short. Treat every submission as a learning opportunity.
Recognizing That Awards Are Part of a Larger Strategy
Getting recognized regularly through business awards should be seen as a long-term strategy. You’re not just entering for a trophy; you’re building a reputation, developing your team, validating your work, and attracting new opportunities.
Programs like the Globee Awards can serve as anchor points in this strategy—offering a structured, credible platform for public recognition. When paired with other industry-specific or regional awards, they help build out a multi-dimensional recognition roadmap.
Final Thoughts: Recognition Begins With the Right Choice
Finding the right awards for your public relations work is about more than boosting your profile—it’s about choosing platforms that genuinely reflect your values, match your work, and contribute to your growth. Submitting regularly to the right awards—rather than sporadically to the popular ones—will help build a long-term roadmap of achievements.
Use your awards strategy as a mirror of your team’s identity and direction. Where you apply tells a story about what you value, what you prioritize, and how you measure success. Take the time to get it right.
Because in public relations, it’s not just what you do—it’s how well you share what you’ve done, and where you choose to share it.