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Page 50 JULY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

How To Enter To Win

Here are 5 quick tips to help you win more

than your fair share of awards:

1. The last shall be first. Most award entries

describe what happened in the logical order of

challenge, strategy, tactics, and results. Wrong,

wrong, wrong. Remember those judges are

very busy. It's much more powerful to tell the

results up front - "doubled sales," "increased

awareness 70%," "the most successful opening

in the firm's history." Then describe the situation, painting

as bleak a picture as possible. Finally,

list the strategy and tactics you used to

achieve this brilliance. People don't care how

well you did it until they know how well you

did.

When entering a national

awards competition

for providing

public relations for

local chapters of a psychiatric

association, a

public relations firm

opened its entry with

the cost equivalency of

that public relations

space if it had been purchased

through advertising.

The $9,000 the

society invested for public relations was worth

$47,000 in advertising dollars. What a savings!

And it pointed out that the space it earned - for

example, the front page of the lifestyle section

in the newspaper - was prime space not even

made available to advertisers.

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