And the award goes to…

Actress Emma Thompson famously keeps hers in the loo. They double as toilet roll holders, we are told. Others keep theirs under the bed or even in the fridge.

Winning an award, such as a golden statuette like an Academy Award, can bring benefits to an individual or a business. Even sneaking onto the coat tails of a shortlist in a minor category (and some shortlists are pretty long) can open up business development, staff morale, recruitment or PR avenues.

Of course, some businesses covet industry awards to the extent of chasing them. You could be forgiven for thinking that some see awards as their core business.

Nowadays, there are even specialist consultants who will guide you through the awards entry process, seeking testimonials on your behalf and polishing your citations, weaving in slick, persuasive language to make you sound irresistible. It is a lucrative, niche market for some PR firms.

Such awards consultants have been known to write an ‘awards win bonus’ into their contract as an incentive – not quite ‘no win, no fee’, but close.

Deserving recognition?

Autumn marks the traditional start of the business awards season; season of mists, mellow fruitfulness, little black dresses and tight tuxedos. But are awards really worth their
weight in gold?

It is always a difficult decision to make, weighing up the pros and cons of entering. Some
law firms clearly place great importance on them and seek what they consider is deserved recognition from their peers, while others are more reserved.

Any award can attract great PR for a business, although the media are traditionally wary of ‘self-congratulatory’ industry awards, unless they are the official media partner or the recipient, of course. It’s always worth seeking coverage though, especially if the award recognises something genuinely interesting or pioneering.

Needless to say you can generate your own coverage. Some larger firms have a website section exclusively devoted to their latest accolades. Their social media followers are frequently reminded of their excellence.

Preparing an awards entry presents any business with that rare opportunity to stop, stand back and see itself as customers or clients see it. What makes you so special? What will persuade me to choose you ahead of your competitors?

It is an opportunity to show that you are the best in the field, to send out a strong message that you are the people to do business with.

Better still, ask clients themselves how they view things. Try to establish what most impresses them or attracts them to you. What works for them may work for others.

Of course, the working day in a law firm can often feel breathless and even the process of preparing an awards entry can take several hours, requiring input and expertise from people across different departments including marketing. Taking time out to talk about awards can seem like a luxury. This is the
gap in the market identified by opportunist PR consultants.

Popularity contest

It is not just legal sector awards that should appeal to law firms. Charities are often keen to recognise pro bono support, while business management awards and eco awards are flourishing. At Kirwans we are proud of a recent fundraising award from one of the North West’s oldest and best-loved charities, for example. It wasn’t something we sought, which made it even better.

We are also shortlisted for ‘Best Property Law Firm’ in an awards scheme that uses a mystery shopper to assess the merits of businesses. This is opposed to online voting, which simply becomes a test of popularity and audience reach rather than quality and merit.

The cost of attending awards ceremonies can be hefty. Buying a table or featuring in the awards brochure can hit a firm’s marketing budget by £3,000. That’s another factor that can sway smaller law firms away from awards.

Ultimately, do the general public really care about awards in the professional services sector? To some extent yes, but probably far less so than award-winning restaurants, shows, films or sausages.

Perhaps the biggest benefit is the buzz or feel good-factor created among staff. In which case, an internal awards scheme may be the more meaningful and cost-effective option, turning the spotlight on colleagues who go above and beyond. You can always roll out the red carpet to give your own awards ceremony some Oscars night glitz. SJ

Claire Currie is a partner at Kirwans 

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