Chapter 6: How to Write a Compelling PR Award Nomination
Turning Achievements into Recognized Success Stories
A well-executed public relations campaign is often the result of long hours, strategic planning, creative thinking, collaboration, and constant adaptation. But no matter how impactful your PR achievement may be, it will only receive public recognition if the story is told clearly, confidently, and persuasively.
That’s where the nomination itself becomes a crucial part of your recognition roadmap.
Submitting an award nomination isn’t just about filling out forms and uploading files—it’s an opportunity to showcase your work to industry peers and evaluators who don’t know your brand, your team, or your journey. They only know what you present in the nomination. That’s why writing a compelling entry is as important as doing the work.
This chapter provides a step-by-step guide to crafting nominations that capture the essence of your PR achievements and make them stand out. Whether you’re submitting to a broad business awards platform like the Globee Awards or a specialized PR-focused competition, the same principles apply: clarity, structure, authenticity, and results.
Let’s break it down.
Why the Way You Write Matters
Judges evaluating award nominations often review dozens, sometimes hundreds, of entries. They are experienced professionals from diverse industries, looking for achievements that demonstrate originality, purpose, and impact.
The quality of your writing directly influences:
- How well your story is understood
- Whether your achievements appear credible and significant
- How memorable your submission is compared to others
Strong nominations don’t just describe what happened—they bring it to life.
Start with a Clear Structure
Every successful award nomination follows a logical structure. Some award programs provide strict guidelines and word limits. Others offer open-ended prompts. Regardless, a well-structured nomination typically includes the following:
- Title of Achievement
- Summary/Overview
- Objectives and Challenges
- Strategy and Planning
- Execution and Tactics
- Results and Impact
- Why This Deserves Recognition
Each of these sections plays a specific role in telling your story. Let’s explore how to write each one effectively.
1. Title of Achievement
This is the first impression. Make it concise, descriptive, and specific.
Do:
- “Rebuilding Trust After Crisis: A Rapid Response Communications Strategy”
- “Elevating Employee Engagement Through Internal Storytelling”
- “Positioning a Startup as an Industry Thought Leader in Six Months”
Don’t:
- “PR Campaign for 2024”
- “Our Communications Plan”
- “Miscellaneous PR Work”
A strong title sets the tone and makes your nomination easier to remember.
2. Summary/Overview
This is your chance to provide a brief yet powerful summary of the campaign or project. Judges should understand what the initiative was, who it targeted, what it intended to accomplish, and why it mattered.
Tips:
- Keep it within 100–150 words unless otherwise specified
- Avoid buzzwords and vague claims—be specific
- Include the timeframe, team size, and scope
Example:
“In Q1 2024, our in-house communications team launched a proactive media strategy to reposition our organization after a period of negative press. Over six weeks, we secured 14 high-quality media placements, rebuilt relationships with key journalists, and achieved a 28% improvement in public sentiment based on post-campaign surveys.”
3. Objectives and Challenges
Outline the purpose of the campaign and the problems it aimed to solve. This section helps judges understand the “why” behind your efforts.
Key Questions to Answer:
- What were the original goals?
- What challenges or constraints did you face?
- How were success metrics defined?
Be transparent. If you were navigating budget limitations, time pressure, or reputational risks, include that. Judges value resilience and strategic thinking under pressure.
Example:
“Our objective was to drive registration for a new virtual event series with a target of 3,000 signups. The challenge: limited brand awareness in a saturated space and no paid advertising budget.”
4. Strategy and Planning
This section should explain the thinking behind your approach. What made your campaign different or thoughtful?
Include:
- Target audience analysis
- Message development
- Channel selection
- Partnerships or influencers
- Timing considerations
- Creative direction
Help the judges see that your campaign wasn’t just reactive—it was the result of careful planning and alignment with broader goals.
Example:
“Based on audience insights showing skepticism about traditional press releases, we opted for a video-first approach using employee interviews. We also partnered with a local nonprofit to enhance credibility and relevance.”
5. Execution and Tactics
Here’s where you bring the campaign to life. Describe the actual steps taken during the campaign and how they were implemented. Provide enough detail to give judges a full picture, but keep it focused.
Highlight:
- Specific activities (media outreach, content creation, events, etc.)
- Tools and technologies used
- Team roles and collaboration
- How you adapted to changes or obstacles
Avoid listing tasks like a project checklist. Instead, connect the dots between each action and the intended impact.
Example:
“Over four weeks, our team released three video stories, launched a dedicated microsite, pitched stories to 50 media outlets, and held two virtual panels featuring our client’s leadership. Our quick turnaround and unified messaging ensured a cohesive narrative across platforms.”
6. Results and Impact
This is the most important section of any award nomination. Results are what set strong entries apart.
Include:
- Quantitative metrics: media coverage, impressions, sentiment improvement, engagement rates, website traffic, event attendance, etc.
- Qualitative feedback: quotes from clients, leadership, or audience members
- Business outcomes: leads generated, stakeholder support, policy influence, etc.
Tie every result back to the original objectives. If you exceeded expectations, say so. If your results are modest but meaningful, explain why they mattered.
Example:
“Our goal was 3,000 registrants. We secured 4,500 in three weeks. Media coverage reached 2.1 million readers, and 92% of post-event survey respondents said they now view our brand more positively.”
7. Why This Deserves Recognition
Close the nomination with a concise argument for why your work stands out. This isn’t about bragging—it’s about showing the heart and significance of what you achieved.
Emphasize:
- Innovation
- Overcoming adversity
- Impact on people or communities
- Contribution to the PR field
- Team growth or transformation
Even if your project didn’t involve massive numbers or headlines, the meaning of the work might be powerful.
Example:
“This project not only rebuilt trust with our local community—it gave our employees a sense of pride in their work after a difficult year. It was a reminder that PR, at its best, creates real human connection.”
Writing Tips for Clarity and Impact
- Use Plain, Professional Language
Avoid jargon. Your audience may include judges from different industries or backgrounds. - Write in Active Voice
Active voice makes your writing stronger and more direct.
Weak: “The campaign was executed by our team.”
Strong: “Our team executed the campaign.” - Be Specific
Vague language weakens credibility.
Weak: “The campaign was very successful.”
Strong: “The campaign increased engagement by 43% in four weeks.” - Use Bullet Points (When Allowed)
For long lists or results, use bullet points to improve readability. - Stick to Word Limits
Respect any maximum word or character counts. Being concise is part of good communication. - Avoid Copy-Pasting Internal Reports
Award nominations need storytelling, not technical documentation. Rewrite and refocus content to suit the award context. - Proofread Thoroughly
Errors in spelling, grammar, or formatting create a poor impression. Review your nomination carefully before submission.
Include Strong Supporting Materials
When the award allows (and it often does), attach or link to:
- Screenshots of media coverage or social engagement
- Campaign visuals (graphics, posters, banners)
- Video clips or ads
- PDFs of internal communications or newsletters
- Client testimonials or leadership endorsements
- Analytics reports or survey results
Ensure these materials are well-labeled and referenced in your nomination, so judges know why they matter.
Example:
“See Appendix A for screenshots of our media placements in major regional outlets.”
Collaborate When Writing
Nomination writing should be a team effort:
- Ask project managers to contribute data
- Involve content writers or editors for clarity
- Get client or leadership approval where needed
- Review nominations as a group to ensure accuracy and alignment
Collaboration ensures the nomination captures all perspectives and strengthens the final entry.
Keep a Library of Winning Narratives
Once you’ve written a few strong nominations, save them in a library. This becomes a valuable resource for future entries and helps you:
- Repurpose well-written sections
- Identify reusable metrics or descriptions
- Maintain consistency in tone and messaging
A nomination library saves time and raises your quality across all submissions.
Final Thoughts: Tell Your Story with Confidence
Writing an award nomination isn’t just about summarizing work—it’s about crafting a narrative that shows intention, execution, and impact. Done well, a nomination elevates your work, inspires your team, and contributes to a growing roadmap of public recognition.
Even if your submission doesn’t win the first time, the act of writing it is a win in itself. You’ve reflected on what you’ve accomplished. You’ve organized your success into a compelling format. You’ve given your team a voice and a platform.
Keep writing. Keep submitting. And most of all, keep believing that your work deserves to be seen, celebrated, and remembered.