Chapter 4 – Identifying Award-Worthy Client Achievements
For PR agencies, the ability to spot award-worthy achievements is a skill that separates occasional recognition from consistent, high-impact success. Many agencies miss opportunities simply because they don’t recognize the potential of work they’ve already done. In this chapter, we’ll explore how to identify, evaluate, and prepare your clients’ most compelling stories for submission to business awards such as the Globee Awards, and why you should do this regularly—not just for “big” campaigns.
The truth is, great work isn’t always obvious at first glance. A campaign might not have been the biggest in terms of budget or media spend, but if it produced measurable, meaningful results or demonstrated innovative thinking, it could very well be award material. PR agencies that learn to spot these opportunities early and often gain a competitive advantage—not only for themselves but also for their clients.
1. Understanding What Makes Something Award-Worthy
Before you can consistently identify award-worthy work, you need to know what judges look for in credible programs like the Globee Awards. While each category has its own criteria, some common elements include:
- Clear objectives – The project should have specific, measurable goals from the outset.
- Strong strategy – There should be a well-thought-out plan that aligns with the client’s overall objectives.
- Creative execution – Originality and innovative thinking should be evident in the work.
- Measurable results – Outcomes should be backed by data, demonstrating that objectives were met or exceeded.
- Impact – Beyond numbers, the work should show broader significance, such as improving customer relationships, influencing public opinion, or elevating brand reputation.
When a campaign or project ticks these boxes, it’s worth considering for awards submission.
2. Looking Beyond the “Biggest” Campaigns
Many PR agencies make the mistake of reserving award submissions for their most high-profile or big-budget projects. While those can be strong contenders, awards often celebrate impact over size.
Examples of potentially award-worthy efforts that may be overlooked:
- A regional campaign that significantly boosted a client’s community presence.
- A crisis communications response that protected brand reputation during a challenging time.
- A low-budget initiative that achieved remarkable results through creativity.
- An internal communications campaign that improved employee engagement and retention.
By broadening your definition of success, you’ll uncover more opportunities for recognition.
3. Tracking Potential Entries Throughout the Year
The easiest way to miss award opportunities is to wait until the last minute to think about submissions. Instead, build an ongoing tracking system:
- Create an “Award-Worthy Projects” folder or spreadsheet.
- After every campaign or major milestone, evaluate whether it might fit an award category.
- Encourage account teams to document successes in real time, including metrics, visuals, and testimonials.
This proactive approach ensures you always have a pool of potential submissions when deadlines approach.
4. Matching Achievements to the Right Categories
The Globee Awards and other credible programs offer a wide range of categories—from marketing and PR campaigns to leadership, innovation, and customer service. Matching the right achievement to the right category increases your chances of success.
Tips for matching effectively:
- Read category descriptions carefully—don’t assume based on the title alone.
- Consider entering the same achievement in multiple relevant categories if allowed.
- Align the entry with the category’s stated judging criteria.
The goal is to ensure that your submission fits naturally, making it easier for judges to see its value.
5. Involving Clients in the Identification Process
Clients are often sitting on achievements they don’t think are “award-worthy” simply because they lack an external perspective. As their PR partner, you can help uncover these hidden gems.
Ways to involve clients:
- Schedule quarterly check-ins to review recent accomplishments.
- Ask for access to internal reports, customer feedback, and performance data.
- Encourage clients to share any positive milestones, no matter how small they may seem.
This collaborative approach not only uncovers more potential entries but also positions you as a proactive partner in their success.
6. Recognizing the Value of Non-Marketing Achievements
While PR agencies naturally focus on marketing and communications, award-worthy achievements can also come from:
- Operational improvements that impacted customer experience.
- Corporate social responsibility initiatives.
- Employee engagement and workplace culture efforts.
- Product or service innovations.
- Industry partnerships and collaborations.
Including these in your award strategy expands the range of recognitions you can pursue for clients.
7. Evaluating Achievements for Award Readiness
Not every success is ready for submission. Before entering, ask:
- Are the objectives clear and measurable?
- Do we have strong supporting data and proof points?
- Is the story compelling to someone outside the organization?
- Does it align with the award’s judging criteria?
If any of these are missing, consider waiting until you have stronger evidence or framing the achievement differently to meet requirements.
8. Using the Globee Awards as a Framework
One advantage of focusing on the Globee Awards is the structure they provide for identifying achievements:
- Multiple programs – Covering different industries and areas of expertise.
- Merit-based judging – Ensuring recognition is based on quality and results.
- Public verification – Making wins credible and shareable.
- Category diversity – Allowing the same client to be recognized across different areas.
By familiarizing yourself with the categories and criteria, you can more easily spot award-worthy opportunities as they happen.
9. The Role of Storytelling in Turning Achievements into Contenders
Even the strongest achievements need a compelling narrative to succeed in awards programs. Start framing the story early:
- Highlight the problem or opportunity the client faced.
- Explain the strategy and why it was chosen.
- Detail the execution, focusing on creativity and innovation.
- Present the results with hard data and human impact.
- Conclude with why this work matters in the broader industry context.
Good storytelling makes the difference between a competent entry and a winning one.
10. Encouraging Frequent Participation
Identifying award-worthy achievements is only the first step. To maximize growth potential for both agency and client, participation should be regular and deliberate:
- Set a goal for the number of entries per quarter or year.
- Balance large, high-profile entries with smaller, more targeted ones.
- Use each participation as a relationship touchpoint with clients.
The more frequently you participate, the more visible and credible both you and your clients become.
11. Avoiding Missed Opportunities
Opportunities are often missed for one of three reasons:
- Lack of awareness – The agency isn’t actively tracking successes.
- Timing issues – By the time a project is remembered, the deadline has passed.
- Underestimation – The achievement was considered “too small” to enter.
Prevent this by:
- Maintaining an awards calendar with all relevant deadlines.
- Reviewing potential entries monthly.
- Submitting smaller successes that still meet criteria—many big wins start as small but impactful efforts.
12. Leveraging Multiple Achievements from the Same Client
Clients often have several strong achievements in a single year. Submitting multiple entries:
- Increases the chance of at least one win.
- Positions the client as a leader in multiple areas.
- Creates more content for PR and marketing.
Just be sure each entry is distinct—don’t recycle the same story without clear differences in focus or results.
13. Building a Culture of Recognition
For award participation to be sustainable, it should become part of the agency’s culture:
- Celebrate internally when a potential entry is identified.
- Train teams on spotting and documenting achievements.
- Make award wins part of your agency’s definition of success.
A recognition-focused culture ensures you’re always on the lookout for the next award-worthy story.
14. The Business Growth Impact of Regular Submissions
Agencies that consistently identify and submit strong entries benefit in multiple ways:
- Client retention – Clients value agencies that proactively pursue recognition.
- New business – Prospects are drawn to agencies with a track record of wins.
- Team motivation – Staff take pride in contributing to award-winning work.
- Market authority – Frequent wins establish your agency as a leader.
This creates a self-reinforcing cycle where recognition leads to more opportunities, which in turn lead to more recognition.
15. Using Feedback to Identify Future Opportunities
Even if an entry doesn’t win, feedback from judges can highlight strengths and weaknesses in your approach. Use this to:
- Improve future submissions.
- Identify areas for client development.
- Spot potential achievements for next year’s entries.
The process itself is valuable, even without an immediate win.
Conclusion: The Habit of Spotting Excellence
Identifying award-worthy achievements isn’t a once-a-year task—it’s an ongoing discipline. PR agencies that master this habit position themselves as true partners in client success, not just service providers.
By systematically tracking, evaluating, and submitting achievements—large and small—you ensure that your clients receive the public recognition they deserve. In turn, your agency benefits from a growing portfolio of publicly verified wins that strengthen credibility, attract new business, and foster loyalty.
The Globee Awards offer the ideal framework for this, with diverse categories, transparent judging, and the kind of credibility that clients value. The key is to start now, keep the process going year-round, and never underestimate the power of a well-told, well-documented success story.
In the next chapter, we’ll explore how to craft compelling submissions that turn these identified achievements into winning entries.