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We love it when our clients win awards.

It seems that every industry sector has its own awards. In our view, some are more meaningful than others but, in general, we like to see our clients win an award. Each time they do, we publicise it through every available channel.

Recently, we looked back through our PR files and realised that our clients have won rather a lot of awards between them over the past few years. They include technology awards, new product awards, customer service awards, sales success awards, industry sector competitive awards and many, many more.

What’s the point I’m making? Well, though it’s difficult to claim full responsibility for a client winning an award, we like to think that we usually play a major role in making that happen.

In fact, on more than one occasion, I believe Swordfish has been almost entirely responsible for an award win: we’ve been known to do everything from registering the intent to participate, filling in the application forms, writing the descriptive narratives detailing the unique proposition or competitive reason that the company should win, and providing all the background evidence to make a compelling case. It’s just one of the things we do for clients. There’s no doubt that the way an award entry is written makes a huge difference to the judging panel. And that’s one of the things we do best.

Let’s face it, everyone likes to receive an award. One of our clients specialises in bestowing awards for catering and housekeeping services in the independent schools and healthcare sectors. We write about each of those successes to help the participating organisation publicise its achievement. From the feedback, we can clearly see that the awards are always very well received.

I’ve been a judge myself on a programme local to Market Harborough for new and growing businesses called Pioneer 10. From that experience, I assure you that the participants are eager and committed and that the outcome is highly regarded.

Don’t dismiss awards as cynical or irrelevant. They can play a great part as an effective promotional tool if marketed properly.