If I ever won a big award, I wouldn’t be shy telling people about it. I’d put it right in the introduction. “I’m Emmy Award-winning Paul Greeley, how are you?” But when a TV station wins an award, humility is the better tack. Which begs the question: should a TV station crow about winning the […]
But when a TV station wins an award, humility is the better tack. Which begs the question: should a TV station crow about winning the national Edward R, Murrow Award for News Excellence?
I think Murrow himself would say, “you’re damn right.”
In the battle to position your station/news operation in the market, seems like a valid means to differentiate yourself from the competition. Who wouldn’t want to be watching award-winning news coverage?
But there are drawbacks. Most awards, whether they’re Emmys, Murrows or Peabodys, are good for only a year. So the award you win this year could be your competitor’s next year.
The trick is to be humble, don’t make it about you, but use the fact that your peers in the industry recognize your work. You should never say you’re the best, until someone who knows what they’re talking about makes that claim.
WCVB, the Hearst-owned ABC affiliate in Boston, handled its recent honor of a national Edward R. Murrow award for overall excellence as the top news station in America just about right, I think.
(If your station has been honored with an award, and you’ve used it in your marketing, let me know. To read an article about the subject and see other promos that have used awards in their marketing, click here.)