By Sara Robinson, Accelerated Growth Programme PR and Communications Coach
Winning an award is a brilliant moment. But for most businesses, that moment is where it ends. The trophy gets placed on a shelf, the team raises a glass … and then Monday arrives, and it’s back to business as usual.
That’s a significant missed opportunity.
Many of the businesses we work with through the Accelerated Growth Programme (AGP) are quietly racking up awards and accolades, but few are squeezing the full value out of them. The win itself is just the start. What comes next can open doors to new customers, attract investors, boost team morale and raise your profile in ways that money can’t easily buy.
And here’s something even more businesses don’t realise: you don’t need to win an award to benefit. Being shortlisted can be a powerful endorsement too.
Shout about it on social media (more than once!)
The moment you’re shortlisted or notified of a win, post about it on your social media channels. A timely, authentic post on LinkedIn or Instagram will get significantly more traction than one published a week later.
Then keep the conversation going. Post on the night of the ceremony. Share a behind-the-scenes photo. Quote a judge’s comment if one is shared. Post again a few weeks later with an update on what’s happened since. Use the award as a content hook across multiple posts.
Tag the awards organiser and any sponsors. They’ll often reshare, dramatically widening your reach.
Get it in the press
A shortlisting or win is a genuine news story. Don’t leave it to chance: write a press release and send it out yourself.
Target your local and regional press first; newspapers, business supplements and online news sites are hungry for positive local business stories. Then think about your trade or sector press; they’re often the titles your customers, suppliers and competitors read. Don’t overlook digital news outlets and business blogs either.
Keep your press release tight and human. Lead with the result, explain what the award means and include a quote from you or your leadership team. Offer a high-quality image. Make it easy for a journalist to run the story with minimal effort on their part.
Update your website and LinkedIn
Your website and LinkedIn profile are often the first places a potential customer, investor or partner will look. Make sure the award is visible: add it to your homepage, your About page and any relevant service pages. Write a short news post or blog about the win, which helps with search visibility too. Update your LinkedIn company page and your personal profile.
Most awards provide a digital badge or logo for winners and finalists. Use it everywhere you can. It adds instant credibility.
Add it to your email signature
Your email signature is prime real estate, but most businesses leave theirs underworked. Add the award logo or a simple line such as ‘Winner: [Award Name] 2026’, and make sure your whole team does the same.
Every email your business sends becomes a subtle endorsement. Over weeks and months, that adds up to thousands of impressions with your key audiences.
A few more ideas worth trying
Beyond the obvious, here are some less-used tactics that can make your win go further:
- Include it in your pitch decks and investor materials. Awards signal credibility and momentum to funders.
- Add it to your proposals and tenders. It gives procurement teams a reason to choose you over a competitor.
- Use it in recruitment. Award-winning businesses attract better candidates. Mention it in your job adverts and careers page.
- Celebrate with your team. Shared recognition builds pride and loyalty. Don’t underestimate its value internally.
- Use it in customer communications. Reference the win in newsletters, proposals and follow-up emails where it’s relevant and natural.
Awards only work as hard as you make them. The businesses that get the most value are the ones that treat a win as a springboard, not a finish line.