Congratulations on the nomination! Whether it’s a local "Business of the Year" nod or a major industry trophy, being a finalist is a goldmine for PR. Most people wait until the gala to say anything, but the real magic happens in the "limbo" period between the announcement and the ceremony.
Here are the three primary PR opportunities you should seize the moment your name is on that shortlist.
The "Validation" Wave (Immediate Post-Nomination)
The moment the finalist list is public, you have a third-party endorsement of your excellence. This isn't just you saying you’re great; it’s a panel of experts agreeing with you.
- The "Finalist" Badge: Update your website, email signatures, and social media banners immediately. This provides instant social proof to prospects who are currently in your sales funnel.
- The Local Press Release: Pitch to local or industry-specific news outlets. The angle isn’t just "we were nominated," but rather what the nomination represents for your community or the industry.
- Internal Morale: Don't forget your team. Use this as a PR moment internally to celebrate their hard work. A proud team is your best army of brand ambassadors.
The Narrative of Expertise (The "Lead-Up" Period)
In the weeks leading up to the awards ceremony, use the nomination as a "hook" to share your knowledge. This prevents your PR from feeling like pure bragging and transforms it into thought leadership.
- Content Series: Create a "Road to the Finals" series of blog posts or videos. Share the specific project or innovation that earned you the nomination.
- Behind-the-Scenes Access: Use Instagram Stories or LinkedIn to show the preparation. People love a "peek behind the curtain," and it builds an emotional connection with your audience, making them root for your win.
- Leverage the Multiplier Effect: Tag the awarding body and fellow nominees. This puts your brand in front of their audiences, expanding your reach to a highly relevant, pre-qualified demographic.
The Post-Event "Halo"
The PR doesn't end when the trophies are handed out. In fact, if you don't win, the PR opportunity is nearly identical to what it would be if you did.
- The "Gratitude" Campaign: If you win, obviously shout it from the rooftops. But if you don't, a "honoured to be a finalist" post is equally effective. It reinforces that you are among the top tier of your profession.
- The Gala Recap: Share photos of your team looking their best at the event. It humanises your brand and shows that you are an active, respected player in your professional ecosystem.
- The Long-Term Asset: "Award-nominated" or "Award-winning" becomes a permanent prefix to your brand name. Ensure this is updated on your LinkedIn "About" section and any company boilerplate text for future press releases.
A nomination isn’t just a compliment; it’s an asset. Use that credibility to build trust, use that visibility to step into more conversations, and use the moment to pull back the curtain on how you do what you do.
Whether you take home the award or just have a great night out, the real win is the authority you’ve built, the trust you’ve strengthened, and the visibility you’ve created. Those are the things that stay with your business long after the event is over.
