Not Everyone Is a Winner: What PR Pros Can Learn From Awards Season
In the spirit of Moira Rose — and in memory of the incomparable Catherine O’Hara — we’re celebrating our favorite season... awards season. Red carpet glamour, acceptance speeches, surprise snubs and long-awaited victories dominate headlines for months. But beneath the glitz is a set of lessons public relations pros know all too well: not every worthy contender walks away with a trophy, and that’s OK.
For communications teams, awards season offers a timely reminder that recognition is rarely instant, reach does not always equal relevance and persistence is often the deciding factor.
Here are three takeaways PR professionals can borrow from Hollywood.
Big Doesn’t Always Mean Best
Sometimes the biggest hit is not the most awarded. Box office numbers and social media buzz don’t always translate to trophies, just as massive reach in media relations does not automatically equal meaningful impact.
When celebrating press wins or evaluating campaign success, it is worth remembering that the “biggest” placements are not always the most valuable ones. A hyper-targeted feature in a respected trade publication or a thoughtful profile in a niche outlet that reaches the right audience can be more powerful than a splashy mention that may not resonate in the same way.
The smartest PR strategies prioritize relevance over volume. Who is reading? Who is influenced? And what outcome does the coverage drive? Those answers matter far more than raw impressions.
Good Things Come to Those Who Wait
Many of today’s most celebrated artists waited years, sometimes decades, before earning award recognition. Their eventual wins were rarely overnight successes; they were the result of consistent work, reputation-building and sustained credibility.
The same principle applies in PR. Relationships with editors, producers and writers are built over time. Trust is earned through thoughtful pitching, delivering strong spokespeople, responding quickly and respecting deadlines. Reputations grow when brands show up consistently with quality stories, not just when they need attention.
Awards, whether literal trophies or headline-making features, often arrive only after that groundwork is laid.
Follow-Ups Matter
The projects that stick with voters and audiences are the ones that keep showing up. Take Timothée Chalamet’s Marty Supreme awards-season push: fantastic performance aside, the campaign has been everywhere: late-night interviews, magazine profiles, music video cameos and even Wheaties boxes reinforcing why the role deserves recognition. Whether or not it results in an Oscar win remains to be seen, but the strategy is clear: sustained visibility, repeated storytelling and relentless momentum made the award Timothee’s to lose.
In PR, the same logic holds. Sometimes a pitch doesn’t land the first time. That doesn’t always mean the story is wrong, it may simply need new timing, added context or a sharper angle.
Thoughtful follow-ups, updated news hooks and additional value can be the difference between silence and success. The goal is not to pester, but to persist with purpose: demonstrating why a story matters now and why your client deserves space in a crowded media landscape.
The Real Win
Awards season reminds us that recognition is rarely linear. There are false starts, overlooked moments and long stretches of waiting punctuated by sudden breakthroughs.
For PR professionals, the takeaway is clear: focus on relevance over reach, invest in long-term relationships and do not underestimate the power of persistence. Not every campaign will end with a trophy, but the strategies that lead to lasting credibility are always worth the effort.
Because in both Hollywood and public relations, the real win is staying in the conversation long enough to make your moment inevitable.