I recently attended a networking event hosted by the Publicity Club of Chicago with a panel discussion titled “Reputation Builders: Turning Recognition into Real ROI.” The conversation reinforced something many of us already know—but don’t always execute on: awards can be incredibly powerful if you approach them strategically.
Here are a few takeaways to help your next submission rise above the noise.
1. Start with the basics. Is the award worth it?
Before drafting anything, take a step back. Not all awards are created equal.
Start by pressure-testing the opportunity. At TEAM LEWIS, when we flag awards for consideration to clients, there are a few simple questions we start with to answer: Is the organization credible? Who are past winners? What’s the real value of winning – brand awareness, credibility with key stakeholders, elevating an executive profile?
Then, dig into the criteria. How will submissions be judged? Do you actually have a strong case? Being selective upfront saves time and increases your chances of submitting something truly competitive.
Once you’ve confirmed it’s the right opportunity, then it’s time to draft.
2. Tell a story. Don’t just list achievements.
The best submissions don’t read like a resume or a product sheet. They read like a story with a clear beginning, middle, and end. Something a real person would actually want to keep reading.
“Show, don’t tell” applies here. Instead of listing what was done, walk the judge through what changed and why it mattered.
One of the best ways to get there: talk to the source. Get on the phone and let them walk you through the project or their role. Ask open-ended follow-ups like, “Tell me more about that,” or “What happened next?” You’ll often uncover details they didn’t realize were meaningful, and those are the moments that bring a submission to life.
Judges are human. They’re reading hundreds of entries and can usually tell within minutes what stands out. A clear, compelling story (paired with strong results) makes it easy for them to move yours forward.
3. Facts and figures (but don’t just data dump).
A great story needs proof. Judges are looking for clear, tangible outcomes and hard numbers matter. You need metrics that show why this work matters. If you don’t have measurable results, it may be worth reconsidering whether to apply.
That said, dropping a bunch of stats into the submission without context is a quick way to lose the reader. Instead, tie your numbers directly to the story and use them to prove the challenge, show what changed, and highlight the impact. When you can, quantify results in concrete terms like time saved, costs reduced, revenue influenced, pipeline generated, engagement increased, risk reduced, or adoption improved.
The goal is clarity, not volume.
4. Write for a broader audience.
One easy way to lose a judge? Overloading your submission with jargon.
Don’t assume the judge speaks your language – or even works in your industry. Many awards are reviewed by panels spanning multiple verticals, which means jargon can quickly become a barrier.
Keep the language clear, concise, and accessible. And skip the buzzwords. Phrases like “industry-leading” or “game-changing” don’t add credibility without proof.
If someone outside your industry can quickly understand the challenge, the solution, and the impact, you’re on the right track.
5. Shout your win from the rooftops to maximize ROI.
Too often, teams put in the work to win an award, then stop there. Winning is only half the value. The real ROI comes from what you do after you win.
Awards can be powerful proof points for credibility, but only if people actually see them.
A few easy ways to extend shelf life include:
- Promote it on personal and corporate social channels
- Include in internal company communications
- Include in email marketing campaigns
- Issue a press release to boost awareness broadly and support SEO
- Update your press and awards landing page of your website to support third party credibility
- Include in your email signature
- Update executive bios accordingly
- Add the award badge to your media toolkit, presentations and social profiles
Awards can do a lot more than sit on a shelf if you build a plan to actually leverage them.
If you’re looking for more ways to elevate your awards program, check out TEAM LEWIS PR services.
