Prize Assets

Posted by runmark on 17/11/2009 under Blog | 2 Comments to Read

I received some direct mail today from one of the UK’s main communications provider offering me its ‘award-winning’ broadband offering.  I don’t know exactly how many awards there are in the telecoms service provider sphere but I know it’s a substantial number and you would kind of expect the biggest players in the market to have won something anyway…

My point? Slipping the phrase ‘award-winning’ – for large corporations, at least – is a largely redundant phrase, annoys journalists and consumers alike. For small business, things are slightly different.

Usually I counsel against big firms using the term ‘award-winning’ in press releases and letters to consumers as it tends to breed cynicism unless the award in question is something to really write home about. A lot of industry awards, unfortunately, have been handed out depending on who bought the biggest table at the ceremony.

However, it would be silly to avoid mentioning the awards your company’s won in your materials, but be subtle about it – letter footers, press pages, home pages, but not as part of descriptive text.

For SMEs I’m about to contradict myself. Small businesses should, by all means, shout about winning awards in their local media and even a few industry media will cover this field but consider the award’s media partner if you’re sending a press release out about your win. If the event is sponsored by an industry magazine or publisher, its rivals won’t carry your story so don’t send it to them.

For more on writing press releases listen to this podcast with Phil Dwyer of business-to-business PR specialists Brand X PR, and this podcast with technology writer Gordon Kelly on what journalists want from companies.