Chapter 8 – Turning Nominations into Client Relationship Builders
For many PR agencies, the natural instinct is to focus on award wins—after all, trophies, certificates, and winner announcements are tangible proof of achievement. But there’s an often-overlooked truth: the act of nominating a client for a credible business award is, in itself, a powerful relationship-building opportunity.
The nomination process, when handled strategically, sends clients a message that goes far beyond PR services. It tells them:
- You believe their work is significant.
- You are willing to put in extra effort to showcase their achievements.
- You are invested in their brand’s long-term reputation.
Even before results are announced, the simple fact that a respected, merit-based program like the Globee Awards is evaluating their work can have a meaningful impact on how clients perceive your agency’s value.
In this chapter, we’ll explore how agencies can leverage nominations—not just wins—as a way to deepen client trust, demonstrate commitment, and create new opportunities for growth.
1. The Psychology of Recognition
Human beings respond strongly to recognition. Clients, like all people, want to feel that their hard work and vision are noticed and valued.
When you nominate a client for an award:
- You’re validating their decisions and investments.
- You’re publicly signaling that they’re doing something worth celebrating.
- You’re showing proactive thinking—bringing them opportunities they may not have considered.
This emotional impact should not be underestimated. It strengthens bonds, builds goodwill, and increases the likelihood of long-term loyalty.
2. Why Nominations Matter, Even Without a Win
Many agencies fall into the trap of believing that only winning matters. While winning certainly has its benefits, nominations have intrinsic value for several reasons:
- They are proof that the work meets a level of quality worthy of external consideration.
- They provide an opportunity for pre-announcement publicity (e.g., “We’re finalists in the Globee Awards”).
- They allow you to gather feedback from judges, which can improve future campaigns.
- They position your client alongside other respected organizations in their industry.
From a relationship standpoint, a nomination reinforces that you are actively working to raise your client’s profile.
3. Using the Nomination Process as a Service Offering
Instead of treating nominations as an occasional bonus, integrate them into your service model:
- Include “awards participation” in client retainers as a standard offering.
- Build award strategy into your annual PR planning sessions.
- Present nominations as part of your value proposition in pitches to new clients.
By doing this, you position your agency not just as a communications partner, but as a reputation-building partnerwho continuously seeks credible recognition opportunities.
4. Communicating the Nomination to the Client
How you inform the client about a nomination matters:
- Present it as a proactive achievement: “We’ve identified a strong opportunity for recognition and have submitted your recent project to the Globee Awards.”
- Explain the award’s credibility and judging process, emphasizing the publicly verified recognition element.
- Outline the potential benefits, from credibility to media opportunities.
- Share a brief overview of the category, judging timeline, and what to expect next.
This approach makes the nomination feel like a strategic milestone rather than a routine task.
5. Involving Clients in the Nomination Process
The nomination process is an opportunity to engage the client in a collaborative way:
- Data gathering – Work together to collect metrics, results, and testimonials that strengthen the entry.
- Narrative building – Get their perspective on the challenge, strategy, and outcomes.
- Quote preparation – Ask for executive statements to include in the submission.
Involving the client creates buy-in, makes them feel part of the achievement, and increases their emotional investment in the outcome.
6. Creating Pre-Announcement Buzz
You don’t need to wait for results to start building momentum:
- If permitted by the award’s rules, announce the nomination or finalist status on social media.
- Share the news internally with the client’s employees to boost morale.
- Incorporate the nomination into investor updates, sales pitches, or marketing collateral.
Position the nomination as a prestigious recognition in progress, reinforcing its value regardless of the final outcome.
7. Using Nominations as a Touchpoint for Relationship Building
Every nomination is an excuse to connect with your client:
- Schedule a check-in to discuss the nomination and other PR opportunities.
- Use the conversation to review recent successes and identify future award submissions.
- Share industry trends or competitor recognition to inspire strategic planning.
These touchpoints keep the relationship active and remind the client of your agency’s proactive role in their success.
8. Nominations as a Differentiator in Retention
In competitive markets, agencies are often replaced when clients believe they’re not bringing enough fresh value. Nominations help combat this by:
- Demonstrating you’re actively working to promote their achievements.
- Showing that you understand their industry and its benchmarks for excellence.
- Giving them recognition that competitors may not be pursuing.
Clients are less likely to part ways with agencies that continually put their work in front of respected panels of industry experts.
9. Educating Clients on the Value of Publicly Verified Recognition
Some clients may be unfamiliar with the difference between credible, merit-based awards like the Globee Awards and less rigorous recognitions. Educate them:
- Explain that public verification means judges review entries against set criteria.
- Clarify that this recognition is earned, not bought, and therefore more persuasive.
- Emphasize the credibility boost that comes from independent evaluation.
When clients understand this distinction, they’re more likely to support regular participation.
10. Leveraging Nominations in Marketing and PR
Even before results are announced, a nomination can be woven into PR and marketing activities:
- Mention it in media pitches to add credibility.
- Include it in client newsletters and email signatures.
- Highlight it in presentations and on websites.
- Share behind-the-scenes content about the project or campaign being recognized.
By promoting nominations, you maximize their visibility and value.
11. Turning Feedback into Future Opportunities
When available, judge feedback from a nomination (whether it wins or not) is a valuable asset:
- Use it to refine future submissions for the same client.
- Share constructive notes with the client to demonstrate transparency and growth focus.
- Identify new award categories or programs that might be a better fit.
This positions the nomination process as part of a continuous improvement cycle rather than a one-off effort.
12. Making Nominations a Habit
The agencies that benefit most from nominations are those that do it often and intentionally:
- Maintain a rolling list of potential submissions for each client.
- Include nomination planning in quarterly reviews.
- Treat nominations as an ongoing activity, not just something you do during “award season.”
Over time, clients come to see regular nominations as part of the service they expect—and value.
13. Scaling Nominations Across Multiple Clients
If you serve multiple clients, an organized process makes nominations more manageable:
- Create a shared awards calendar with deadlines for all clients.
- Standardize submission templates to speed up entry preparation.
- Assign account managers to oversee nominations for their specific clients.
- Track all submissions, results, and feedback in one central system.
This ensures every client has equal access to recognition opportunities.
14. Nominations as a Door-Opener for New Business
Nominations don’t just strengthen relationships with existing clients—they can also attract new ones:
- Prospects are impressed when you show a track record of nominating and winning for clients.
- The ability to secure credible nominations can differentiate your agency from competitors.
- Case studies that include nominations (even without wins) demonstrate your proactive approach to recognition.
New clients are more likely to choose an agency that’s known for putting their work on respected industry stages.
15. Using the Globee Awards as a Central Platform
Because the Globee Awards offer multiple programs and categories, they are ideal for building a nomination-focused strategy:
- You can enter a variety of client achievements, from campaigns to leadership to innovation.
- The merit-based judging ensures nominations carry credibility even without a win.
- The public verification process enhances the value of being shortlisted or named a finalist.
This makes the Globee Awards a dependable anchor in your nominations calendar.
Conclusion: Nominations Are Relationship Capital
For PR agencies, award nominations are not just about chasing trophies—they are about building relationship capital. Every nomination tells the client:
- We see your value.
- We’re committed to showcasing it.
- We’re willing to put in the work to elevate your brand.
In many ways, the nomination process itself can be as impactful as the win. It strengthens trust, deepens engagement, and positions your agency as a long-term partner in the client’s success.
By making nominations a regular, intentional part of your service offering—especially in credible programs like the Globee Awards—you create a cycle of recognition that benefits both client and agency, win or lose.
In the next chapter, we’ll explore how to measure the return on investment (ROI) of business awards participation, so you can demonstrate the tangible value of both nominations and wins to clients.