Winners, Runners-Up, and various tall stories
If you’ve spotted a flurry of awards stories popping up across the UK media this week, there’s a decent chance I’ve been lurking somewhere in the background.
The Entrepreneurs Circle’s National Entrepreneur Awards have just wrapped up and I’ve spent the past few days helping the winners leverage their well-earned moment in the spotlight.
That means carefully crafted press releases, tailored pitches, strategic storytelling, and the odd late-night coffee.
Why? Because a shiny trophy is lovely… but coverage is where the real value lies.
You see, winning an award is one thing — making sure the world knows about it is quite another. And most founders are so busy building their businesses that this critical step often falls by the wayside.
Luckily, that’s where I come in. I get to take their moment, polish it up, and make sure it lands on the pages, airwaves, and feeds that matter.
(And no, despite the rumours, I will not be joining Vernon Kay on Radio 2 any time soon. We may share the same 6ft 5in frame, but my broadcasting career currently extends to a well-placed quote in the business pages.)
How to Loverage Your Award Win (Yes, That’s a Word Now)
Whether you’ve just picked up a national gong or a local nod, here are a few quick tips you can steal:
- Tell the world – Don’t wait for journalists to magically find you. Issue a press release or a punchy LinkedIn post.
- Use third-party credibility – Saying you’re brilliant is nice. Having an independent panel say it for you is gold.
- Update your assets – Website, email signature, proposals, signage. That badge of honour should be everywhere.
- Get visual – Trophy shots, reaction videos, team celebrations. Give people something to share.
- Keep the story alive – An award is a hook you can use for months: speaking gigs, social proof, partnerships, media commentary… it’s not just a one-night thing.
“But Greg… We Didn’t Win.”
Here’s the thing: being a finalist at a national level means you’re already one of the best in the country.
People forget that.
I didn’t. Years ago, I was a finalist in Enterprise Nation’s UK Top Business Advisers, run by none other than Emma Jones — who is now the UK’s Small Business Commissioner.
I didn’t win. Technically, I “lost.” But that actually made me second best in the UK.
Did I sulk? No.
Did I keep quiet? Absolutely not.
Did I milk it for all it was worth? You bet.
I joked about being a “loser,” congratulated the winner in good grace, and still landed a ton of credibility from it. Because here’s the truth: finalists are still elite. If you made it that far, you have earned the right to shout about it.
So if you didn’t take home the trophy this time — don’t slink off into the shadows. You’ve got a story worth telling too. Tell it. Celebrate it. Use it. And start warming up for next year.
A Quick Aside…
This isn’t just theory. I won the Creative & Media Award at last year’s Business Masters. So when I talk about turning awards into a proper PR moment, I’ve done it — for my clients and for myself.
Whether you’re a winner, a finalist, or somewhere in between, the opportunity doesn’t end when the music stops.
It starts when you pick up the mic.
Want help turning your moment into media gold? Let’s have a chat.
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