I mean the question itself is very uncomfortable! But you all know what is meant here. Across every industry category, across every type of media there are several of those who offer the following:

  • Be ranked in some unknown rankings
  • Get an ‘award’ of being something
  • Participate as a ‘Speaker’ in a public gathering
  • Get to ‘showcase’ in an event
  • Or combination or a variation of the above

Now the first thing is the debate as to who all will know if this is ‘bought’. Generally, organisations presume that their target audience would not know that it has been sponsored or something like that. Probably others in the industry might know but not the target audience. The problem with this thinking is that it is like an Ostrich with its head in the sand. The reputation and credibility of all such things are known to everyone. And frankly, some of them are so obscure that if they are not known, they are at least presumed to be of no value.

When an organisation proceeds to get an ‘award’ whether the intended Target Audience knows or not, other such ‘media’ outlets definitely come to know and think that such organisations are an easy target for awards. And thus will follow the endless cycle of all unknown or unscrupulous media outlets wanting their share of money in return for such awards.

There is a reason why awards or recognitions are thus called – they are supposed to be given. It is also perfectly fine to participate in awards programmes that have nominations or even self-nominations – where there is no quid pro quo.

The last aspect is that when the regular media plan does not involve a particular type of media, then again it does not make any sense as such things will be one off and are lost even before we start talking about them. So in essence? Do not ‘buy’ awards or recognitions!