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Why awards help build your reputatation

By Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Awards help firms of all sizes stand out

Ambitious businesses looking to establish a leadership position in their markets should have awards as powerful proof-points.  If you don't have some, you need to get them!

It is easy to rationalise-away the importance of awards.  Perhaps some colleagues say "They only go to big firms"; or  maybe "there's someone on the judging panel who won't like us", or "our clients won't want us to enter" etc etc.

The reality is big firms put a lot of effort into winning awards.  For instance for a recent Management Consultancies Association awards, professional services giant Deloitte had 17 entries shortlisted.  The big law firms too put enormous effort into winning lots of awards (and for their legal directory entries too... but that is a subject for another blog!).

Awards are important for big firms, and they are even more valuable for smaller firms and start-ups.


Winning awards helps firms grow

Why the effort?  The benefits of winning an award (or even getting shortlisted) include:

- the publicity from all the publicity both before and after the ceremonyAwards help law firms grow

- it is a huge proof point and reassurance to clients and prospects alike

- helps you attract talented candidates

- impresses investors

- positions you as a leader, ahead of your competitors in your area of specialism

- it gives a huge psychological boost to your team (and indeed for your client when you enter a project you did for them) 


Who wins awards?

Of course, the important thing to remember is that awards don't necessarily go to the best project... they go to the best entry.  So to win awards you need to have both a great reason to win... and a great entry.


If you want to win awards, important things to bear in mind include:

  • systematically track awards (so you don't miss the entry deadlines, which are invariably many months in advance of the actual announcement).
  • start work on the entry well in advance and allow plenty of time (to prevent projects or anything else overtaking you at the last minute)
  • read the entry requirements really, really closely and make sure your entry meets both the spirit and letter of them (and spell it out)
  • study previous winners
  • "facts talk, bullshit walks" - lots of specifics and proof points.  Awards judging panels nowadays particularly want proof about the benefits to clients... data, not just assertion
  • Write it in plain clear English (putting in lots of jargon and complex sentences won't impress judges who have to plough through dozens of entries).  Make their life easier, and increase your chances, by having it well written and carefully proof-read
  • don't just think of entering one award.  Lots of industry associations, local business groups and trade papers have awards. Look out for these and enter them too.

Want to win awards in 2021?  What next?

Of course - having someone with plenty of experience of winning successful award entries is a big help... Kelso Consulting has helped our clients win numerous awards (as well as winning four national awards of our own).   

If you would like us to help you win some awards in 2021, do contact us via this link or on 020 7242 2286.



Topics: Growth, Public Relations, Awards, PR, authority marketing

Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Written by Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Director of Public Relations agency Kelso Consulting. We specialise in working with B2B tech companies, management consultants, financial and professional firms to help them build business-winning reputations. We do this through award-winning PR skills and a proven approach to creating high-impact thought leadership campaigns. I am the author of The Thought Leadership Manual: