"Writs are the Oscars of my profession" but a BSME Talent Award looks nicer on the mantelpiece
As the deadline for the BSME Talent Awards looms, Gideon Spanier, vice-chair of the BSME and UK editor-in-chief of Campaign, offers his tips on writing a winning entry:
“Writs are the Oscars of my profession,” Nigel Dempster, the Fleet Street gossip columnist, said.
Provoking a lawyer’s letter is certainly one measure that your work has made its mark, but a BSME trophy looks nicer on the mantelpiece. And there’s the satisfaction of knowing that you have impressed the most demanding of judges — the editors and senior journalists who make up the awards jury.
The BSME Talent Awards are special because they recognise rising stars and editors of the future. Just to get shortlisted is an achievement — sometimes it’s the first time that a journalist or team has received external recognition.
Challenging yourself to produce award-worthy work is motivating and it pays to be persistent. I was highly commended for best business writer at the BSME Talent Awards in 2019. Then I had another go and won in 2020.
I am now a judge. So here are my tips on how to win. And, in keeping with the awards criteria, I have been strict about observing a 500-word limit.
The key is to recognise that an award entry is an exam question, so answer it that way:
(1) Do your revision. Pick your best journalism — work of which you’re proud, that made an impact, that may have driven traffic.
(2) Read the criteria carefully. Ensure your written entry ticks every criterion because that’s how the judges score it.
(3) Make an effort. The judges are busy and give up their time voluntarily. File clean copy. Avoid gimmicks. No waffle. Editors have a low boredom threshold but love a good, clear pitch.
(4) Tell your story well. Show passion for your work. What’s the narrative that means this entry stands out? If there are multiple examples of your work, compare and contrast — what are the consistent themes or is it about range? Importantly, why was this “your year”?
(5) Prove your case with evidence and data. The entry template allows you to embed links — for example, if your story got pick-up in national news media or generated comment and likes on social media. Use Google Analytics or other metrics such as dwell time and downloads. Make sure you cite the source.
(6) A little context is useful. How long has the entrant been working for the brand? Who is the audience? Is there a wider narrative about how the entrant is helping the brand achieve its strategic and commercial ambitions?
(7) Endorsements. A short quote from your editor or publisher can be good. A quote from a third-party industry figure might also impress the judges.
(8) Check your entry. Ask someone else to read it. Ensure the links work. Don’t let a mistake spoil the entry.
It’s worth noting that the BSME will check your entry for technical errors and we are willing you to win — it’s exciting for the judges to spot the best talent in our industry.
And remember: entering the BSME Talent Awards is cheaper than responding to a writ!
Gideon Spanier
BSME chair 2024
UK editor-in-chief, Campaign
