No? Well, then we are happy for you, because worldwide an award inflation is closing in on us. With the exception of the truly big and established international awards, these many award ceremonies only do honor to those who present the award.

Awarding prizes and awards has virtually turned into an obsession, after public relations officers found out that their customers can make a big impression on the media, if they are announced to the public as benefactor of such an award.

Associations, corporations, clubs, publishers of newspapers and magazines, advertising agencies, foundations, mostly small and unknown, public corporations and often also private individuals organize advertised bidding or chose for themselves, behind closed doors, the recipient of prizes and awards. Most of the time this whole process comes with a certificate or a small sum of money, and this is the most important part, this is all set up in a way that is supposed to draw attention in the glazing press and on TV. Of course, those presenting the award are showcased first and foremost and afterwards those receiving the award.

One should carefully look into the offer of being chosen for such an award or the participation in such bidding. Who is it that wants to award a prize to your company, your brands and products? This is imperative, especially with regard to the collateral measures of public relations. And you’d be well advised to take a closer look at the other laureates to come into question.

Even if you might think this advice is impolite or even arrogant, it is surely desirable to receive prizes and awards, however, they have to be the right kind.

If the fire department wants to award you a certificate for citizen-friendly conduct, because you support this institution then there is nothing to be said against it. Or if you finance a professorship at a university and as appreciation you are admitted into a renowned endowed institution there is also nothing to be said against it. However, when it comes to this variety of design awards or prizes for the value of your brands, caution is advisable.