Whether you're nominated or actually win: an award is a massive PR opportunity. Yet, this chance often remains untapped. A brief LinkedIn post, an internal moment of applause — and then everyone goes back to business as usual. It's a waste because external recognition is exactly what excites journalists, customers, and partners. In this blog, you will learn how to use awards as a springboard for media attention and trust.
Winning an award shows that your company not only claims to be good but is also recognized by an independent jury. That's external validation and therefore much more powerful than self-praise. For journalists, such recognition is a reason to take you more seriously: you position yourself as a market leader or challenger with a proven track record. That's why we were so proud of our own recognition.
Press release = a must
But winning alone is not enough — you have to tell it. Start with a well-structured press release. Mention the award in the headline, name who granted the award and why. Add quotes from the jury as well as your own. Focus not only on the win itself but also on its significance: what does this award say about your achievements, vision, or approach?
A good example is Amy Klein, co-owner of De Bonte Koe and a user of Presscloud. When she was named ‘Rotterdam’s Business Woman of the Year 2025’, she spread her news through a clear and personal press release. The result: publications in Sustainable Entrepreneurship, OPEN Rotterdam, Elsevier Weekly, and many other local media outlets. Thanks to this visibility, not only her reputation grew, but also that of her company.
From press moment to PR machine
Don't limit yourself to just one press release. Use the award as a hook for broader visibility. Offer interviews with the founder or responsible party, write a background story about the road to success, or link to broader trends within your sector where your award win provides context. Even on social media, you can do much more than a single proud post. Consider a series of posts highlighting different aspects: such as a 'making-of', customer reactions, or a Q&A with the team behind the project.
And if you really want to make the most of it: don't forget your email signature, website, and pitch decks. Use the recognition as a badge or quality mark: a simple addition that does have an effect on your credibility.
In conclusion
Not every prize has media value. An obscure award without a public profile will have little impact on journalists. Therefore, critically assess which awards truly matter within your field. Big names help, but niche awards can also be relevant — especially if the jury consists of respected peers or industry organizations.
So, in summary: an award is not a nice endpoint, but a powerful beginning. By strategically deploying a win (or even just a nomination), you build your reputation, attract media attention, and differentiate yourself in a crowded market. And precisely there lies the value of good PR. Do you also have an award that hasn't been communicated enough? Create a campaign in Presscloud and shout it from the rooftops!
