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Why are podcasts so popular?

Why are podcasts so popular header?

According to the Podcast Index, at the time of writing, there were 4 522 567 registered podcasts. As of April 2025, Apple Podcasts had over 100 million episodes published on its platform, more than double what it had in 2021 and five times more the figure in 2018.

How to leverage winning or being a finalist for an award

how to leverage winning an award

By Koketso Mamabolo After tense waiting you got the news that you wanted: You won the award. You received your trophy, posed with your certificate or plaque; the champagne has been mopped up, the red carpet rolled back and the lights have stopped flashing. You did the work and got the recognition you deserve – what next? We’ve touched on why you should enter awards, the question becomes: What do you do now? How do you leverage winning an award? Not only can entering awards enhance your credibility and your image, give you exposure and motivate your staff but research has shown that winning awards can increase share value and revenue. We’ve touched previously on the fact that organisations which enter awards are more likely to be doing good, sustainable business. An award offers an opportunity to provide an example of what is possible and let potential customers and partners know where an organisation stands compared to competitors. READ: Find out more about why entering business excellence awards is good for business For that to happen, word needs to get out there and while organisations behind business excellence awards will have marketing campaigns before and after winners are announced there are things finalists and winners can do to leverage the opportunity themselves. You’ve achieved something and the world deserves to know, so here’s how to tell everyone about it. Social media Social media platforms are the go-to place for people to share good news and bring with them the benefit of engagement and opportunities to interact with your network. Share, comment and like the posts announcing winners and then make your post. Tag the organisation behind the awards, your organisation, people who walked the journey with. For added engagement include pictures, videos, find out what the hashtags for the awards are. You could also write an article about the experience on your LinkedIn page, sharing insights to network. Press release Why don’t you send out a press release to media houses and get some press coverage? You can share what it took for you to win the award or be chosen as a finalist and open up opportunities for more press coverage in the future.  Internal celebration Big or small, tell everyone in your organisation about the achievement. It can be at a meeting, in an email – you can even host a little (or big) celebration to give everyone a chance to reflect on the milestone, which will be great for morale.  Update your company profile “Award-winning” or “Finalist” will look great in your company profile, on your website and social media bios. It shows people that you are credible, recognised by a third party and is a great addition to press kits. Some business excellence awards offer post-event collateral such as winners badges which can brighten up your email signature – use them. Don’t be shy! Advertising and marketing Placing ads is a great way to spread the word and show how proud you are of the achievement. Whether it be an ad in a newspaper or magazine, on a website, or on social media, you can increase visibility by tailoring your marketing strategy to your market and attract new business. As the Minister of Communications and Digital Technologies, Solly Malatsi, reminded guests at the recent Africa Tech Awards held in Cape Town, it is important to recognise the people advancing society. As an award winner you are setting the standard and putting the work to do good business. Now people need to know about it. READ: The full list of winners at the 2025 Africa Tech Awards Sources: e-channel news | Big Ideas | Brunel University | Wiley | 

It’s just good business – this is why businesses enter awards

By Koketso Mamabolo When we watch awards ceremonies we see the flashing lights, red carpets and dazzling attire. We see the celebrations, hear the acceptance speech and debate who we think should’ve won. But why do people and organisations enter awards? What are the benefits?  While a study by the University of Leicester found that within three years of receiving an award businesses see increases in, amongst others things, sales and share value, it’s about more than just money.  Researchers have found that while business excellence awards (BEAs) have an impact on the long-term performance of a business – projecting status and credibility –  they also have the effect of encouraging good and sustainable business practices. Markets are crowded, talent is scarce, and BEAs provide an opportunity for businesses, from SMEs to multinational corporations, to set themselves apart from the competition and attract talent. Here we breakdown the four main reasons businesses enter awards: 1. Credibility Whether local, regional or international, business excellence awards are a way for organisations to build trust in their brand with the stamp of approval from a respected third party. In a crowded market, traditional approaches to marketing aren’t  as effective as they used to be in boosting an organisation’s reputation.  Awards are tied to criteria which provide quality assurance, ultimately enhancing the business’ reputation. This is particularly true for new and small businesses – especially when awards are more niche and focused on issues such as gender empowerment or focused on a particular region. Interestingly, researchers have found that in South Korea businesses who enter awards are often the ones who are most involved in corporate social responsibility work despite it not increasing the prospects of winning. Simply put, organisations that do good tend to enter awards. 2. Image repair The reach of social media and the rise of conscious consumers means that a businesses reputation can be damaged extensively and at a rapid pace. What awards offer is a chance to show the good that businesses are doing, particularly with regards to ethics, community investment and people management.  In the case of CEOs and other business leaders, individual awards have the potential to enhance a businesses reputation through association. The more credible the leader, the more likely people are to view the business itself as more credible – it starts at the top, as the saying goes. 3. Publicity Awards and the ceremonies themselves bring with them a large amount of press coverage. As a finalist or winner, your achievements will be broadcast across on multiple channels, reaching a wide audience, which not only includes consumers but also investors, lenders and potential suppliers. Whether it’s the organisation that organises the awards programme, their sponsors, or the media, the results and build-up to the ceremony will be covered extensively, giving you another marketing platform. Customers and investors want to know they’re putting their time and money into the best that is on offer. Entering an award opens up the opportunity for investors and customers to see what your company is about and where you are compared to your competitors. 4. Motivation In their paper, The gold rush for Business excellence awards: A discursive practice approach, Brunel University’s Asante Shadrack highlights the motivational aspect of entering awards: “These awards events provide staff with something to look forward to after their hard work throughout the year and also give employees to aim for or look forward to at the beginning of the next working year.” With specific criteria that needs to be met, businesses can set targets accordingly, giving employees a sense of purpose. Even if the business does not win, they know how they need to improve and can learn from their competitors. Internally, employees are able to focus on what the organisation is doing well which builds a sense of pride. When it comes to people management, awards can also serve as a motivator for executives and senior management to work consciously to empower and support employees. Awards that recognise innovation in a particular sector help encourage the kind of behaviour which leads to innovation: taking risks and experimenting with creative solutions. Get ahead of the pack It is said that sprinters run faster times when they have people to compete against. They’re given a push knowing they have someone to measure themselves against. Entering an award allows business a chance to see where they stand in their industry and the broader business community. Competition does not mean peers cannot celebrate each other’s achievements. There’s an old African proverb: If you want to go fast, go alone; if you want to go far, go together. We’re continually moving forward and often don’t have time to pause and reflect on the journey we’ve taken. Sitting down to submit an application for an award and putting together a motivation, attempting to meet all the criteria, can be a great ‘stock-taking’ exercise. Award ceremonies themselves are an opportunity for the business community to come together. Entrepreneurs are able to network with people, inside and outside their sector, exchanging ideas, opinions, stories and contact details. In the end it’s not only about performing better and taking home the bragging rights. As we say here at Topco Media, It’s about inspiring the world to do good business. Are you a tech giant or startup looking to stand out from the rest? For over two decades Topco Media has been recognising and giving exposure to organisations doing good business. Be part of the Africa Tech Week awards. Enter now.  Sources: Brunel University | Wiley