I received the call for entries for PRSA’s 2012 Silver Anvil Awards yesterday and it got me thinking about all the great programs my communications buddies have produced over the past decade or so – and how few of those programs received the acclaim they so richly deserved.
Corporate communicators in general — and employee communicators in particular — seem to think it is unbecoming to draw attention to their good work.
While I applaud their modesty, I get frustrated when I hear a communicator complaining that their contributions to the organization are overlooked – instead it’s the marketing and advertising folks who are getting all the kudos.
Part of the problem stems from the fact that many of our company leaders don’t understand our profession and don’t know what goes into producing effective, high-quality communications.
Sure, they know we exist – they see the speeches, blog posts and emails we write on their behalf, and they don’t kick us out of their office when we tell them they need to talk to the media or an analysts’ conference. But they have no basis for assessing the quality of our work — unless of course, something goes horribly wrong. Then they are all communications experts.
That’s why I counsel communicators to consider entering their work in a professional awards program, such as those offered by the Public Relations Society of America PRSA) and the International Association of Business Communicators (IABC).
These programs provide communicators with an opportunity to showcase their programs and products, to have their work judged by industry experts, and to be recognized for excellence or receive constructive feedback that will allow them to fine-tune their craft.
Best of all, if you do win an award, you will have an excellent reason to brag about your good work to your friends in marketing.