There’s something so special about a well-told story. It’s not just a collection of facts and statistics. It resonates, it sticks with you, and it makes you connect.
Storytelling isn’t just a marketing tactic, it’s how we build trust, form connections and make an impact. That’s exactly why it is so important in award entries too. Winning an award isn’t just about ticking the right boxes, it’s about standing out and making the judges feel something towards your brand. They aren’t just looking for numbers on a page, they want to see the passion, grit, and journey behind the brand today. This is where public relations and corporate PR come into play, helping craft narratives that not only inform but also inspire.
Take Cornish Premier Pasties and Prima Bakeries. Sure, the sales figures are impressive, but numbers only provide proof. It’s the stories, ones that resonate with the values of their brand and showcase their community relations, that make people care. Telling the story about the legacy of traditional Cornish baking, resilience through challenges, and commitment to quality, whilst demonstrating how the ethos of the businesses fit the specific award criteria allowed for a more authentic and interesting application.
When writing award submissions for Cornish Premier Pasties and Prima Bakeries, we showcased the challenges, like COVID-19, and how both companies worked to overcome the pandemic. We matched real-life examples to the judging criteria to show the genuinely positive impact the businesses have had. Storytelling like this is what makes the difference, especially for brand partnerships, as resonating with the audience is crucial. It’s through strategic PR campaigns and carefully planned public relations that these messages are heard by the right people. And at the end of the day, these awards are judged by people, and people connect with emotion.
When writing an award entry, think beyond the facts. Talk about the heart of your brand’s journey – the triumphs, struggles and transformations. When you’ve got a draft, reflect to see if the entry is a story. Not only does it need to inform, it needs to connect. Effective public relations services, media relations, and strategic communications consultancies all play a big part in making your brand’s story stand out because your application is more than just words on a page, it’s a narrative to inspire people.