For startups and venture-backed companies, recognition can be a game-changer. While securing media coverage and crafting compelling thought leadership are essential PR tactics, there’s another tool that too often goes underutilized: awards programs.
Awards provide third-party validation, amplifying your company’s credibility and brand awareness. Whether it's a widely recognized accolade like CNBC Disruptor 50 or a more niche trade-specific award, earning this kind of recognition sends a strong signal to customers, investors, and potential hires that your company is doing something meaningful. Beyond the prestige, awards can create a ripple effect leading to even greater opportunities.
Awards Drive Recruitment
A well-placed award can attract top-tier talent. We’ve seen firsthand how recognition from outlets like Fast Company’s Most Innovative Companies list directly impacted hiring pipelines. When candidates see a company has been singled out for its innovation, it reinforces the idea that it’s a place worth working for. In competitive industries, being able to say your company is “award-winning” can be a key differentiator in recruiting the best talent.
Building Momentum for Media Coverage
One of the most overlooked benefits of awards is how they generate additional media attention. Take, for example, a BAM client that was named to Forbes’ Fintech 50 list. Following the announcement, Forbes ran several stories highlighting companies from the list. A CNN producer happened to come across one of these articles, reached out, and ultimately booked the company for a national TV segment. What started as a single award win turned into massive media exposure, demonstrating how recognition fuels further visibility.
Supporting Sales and Customer Validation
Awards aren’t just about PR—they also serve as powerful tools in sales conversations. Some programs allow companies to submit applications alongside a customer, creating an opportunity for a case study. When your business can showcase award-winning partnerships, it provides built-in credibility to potential customers. Awards help validate your offering and reinforce why your company stands out in the market.
How to Get Started
So, how do you build a successful awards strategy? Start by identifying the most relevant awards in your industry and mapping out submission deadlines. Craft compelling applications that highlight your unique strengths, customer impact, and innovation. If you win, don’t stop at a press release—leverage the recognition across social media, sales materials, investor updates, and beyond.
At BAM, we’ve helped countless startups and venture-backed companies navigate the awards process, turning wins into meaningful business impact. If you’re looking to build momentum for your brand, an awards program is one of the smartest long-term PR investments you can make.
Want to develop a strategic awards plan? Let’s talk.
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