Your company won a prestigious award. Why isn’t it making the news? The news business is a highly competitive industry. Awards are often not as newsworthy as you think and wish they were. Most media outlets consider awards to be fluff. And if it’s an annual award, it’s tired, they say. And when the award is issued by a competing media outlet, the media acts like a jealous lover.
Even though media outlets are supposed to be objective, they don't like mentioning or covering their competitors in a positive light. Therefore, they don't really want to cover the awards and honors given by other – especially competing – media outlets. So your award must be quite compelling for most media outlets to cover it.
In fact, some media outlets won't cover any media awards unless they’re from an outlet much larger than theirs. For example, local daily newspapers will happily cover awards from Forbes and Fortune; however, they won't likely cover the local business journal’s Best Places to Work Awards. Just as Forbes won't likely mention the Inc. 500 recognition your company recently earned. And vice versa – it's unlikely Inc. will cover your company's Best Places to Work in America Award from Fortune. Their competitors. You aren’t going to mention your competitors good news in your newsletters or on your blog, right? Of course not.
Winning an award provides terrific marketing opportunities for your company. It can establish you as a thought-leader in your industry, boost company morale and increase sales. Axia Public Relations can help you enter awards and earn media coverage for your company’s awards. Contact us today for more information and download our e-book Maximizing Your Public Relations Investment to learn other ways to make the most of your PR firm.
Jason Mudd is CEO of Axia Public Relations, a national PR firm. He is an Emmy Award-winning, accredited public relations practitioner, speaker, author and entrepreneur. His public relations portfolio includes work for American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, Verizon and more.
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