It is always nice to receive an award and to have your work recognised. Show me someone who doesn’t like a pat on the back from time to time, and I will show you someone who doesn’t care about their job.
A great many PR agencies list the awards that they have won at the bottom of emails and on their websites. Fair play but more often than not these prestigious awards are three or four years old or from a source I have never heard of. As a client, I am sure it is reasurring to see that you have chosen an agency that has won this award or that award for its PR campaigns. I personally disagree.
I think it would be more interesting to see the awards that the agency has helped a client win? At Berkeley PR, awards are often a large part of campaigns and some of our clients have actually set targets for being shortlisted and winning awards.
If I was a prospective client I think I would be more interested in hearing about how my PR agency could help me get recognised for my hard work rather than how successful they have been for other companies?
PR should be about working with all other marketing activities to drive sales and if you win an award that helps you win a customer, surely that is more interesting than your PR agency winning an award? As a client you should ask yourself – is it more important to my PR agency to win PR awards than for me to win new customers?