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How PRs can win awards with data-driven storytelling

Everyone loves getting dressed up for the PRmoment Awards but in a crowded field of over 4,500 PR agencies in the UK alone, standing out requires more than just a catchy tagline. It demands data-driven storytelling that showcases your agency's impact with tangible results.

Winning awards isn't just about bragging rights; it's a powerful differentiator, a badge of excellence that attracts clients and boosts team morale. But with fierce competition and many award categories, how do you ensure your entry shines brighter than the rest? The secret lies in measurement.

Step 1: Leverage measurement to find a match

Not all awards are created equal. Before diving headfirst into award entries, use measurement tools to understand your campaign's performance across relevant metrics. This data will help you identify award categories that align with your strengths and best showcase the impact of your work.

Step 2: Craft a compelling narrative

Once armed with data, it's time to weave it into a compelling narrative. Your award submission should read like a captivating story, showcasing the journey and impact of your campaign. Use real-time analytics and PR measurement dashboards to provide dynamic insights, emphasising the immediate and lasting effects of your strategy and tactics.

Simply saying the campaign was a success won’t be enough to take home the crown. Be prepared to pull out all the data that doesn’t just prove your success but also demonstrates the value of your work. Percentage increases in brand awareness, conversion rates or coverage quantity are great statistics to use for this.

Step 3: Research matters

According to a recent Linkedin poll by over 950 PR professionals, over 8 in 10 believe that awards are worth the PR investment. This is why it’s important to research which awards are valued by your target audience and stakeholders. Are they industry-specific awards with high recognition among potential clients? Aligning your submissions with the right awards demonstrates strategic thinking and positions your agency for maximum impact.

Tailoring your submission to highlight how your achievements align with the criteria valued by these stakeholders can help boost the value you gain from being shortlisted and winning awards.

Step 4: Winning is just the beginning

The celebration doesn't end with the trophy, that’s just the starting point. Leverage your award win as a marketing opportunity. Update your website, proudly display the award on your social media platforms, and incorporate it into press releases. Use the award logo in your marketing materials, case studies, and client pitches to showcase the recognition your agency has earned.

Consider creating a dedicated content around your award win, from blog content to social media assets, emphasising the unique aspects that led to your success. This continuous "merchandising" not only reinforces your agency's credibility but also acts as a magnet for new clients who are drawn to your proven track record of excellence.

So, to propel your award entries to new heights, embracing all that PR measurement can offer will help you put your best foot forward. By using data to guide your entries, craft compelling narratives, and amplify your success; you transform PR awards from accolades into a high-value, marketing asset.

Written by Jason Weekes, commercial director at media intelligence firm CARMA

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