The Badge Doesn't Make The Professional
Years ago, I wrote something that probably wasn't very popular with parts of the wedding industry. I told couples not to be overly impressed by awards. More than a decade later, I haven't changed my mind. In fact, I may believe it more strongly.
We live in a world filled with badges: Couples' Choice. Top Professional. Editor's Pick. Award-Winning. Featured. Preferred. They appear on websites, social media profiles, email signatures and advertisements. And some represent legitimate achievement. But here's the problem, the consumer usually has no idea what was required to get them. Was the professional evaluated by an independent panel? Was the award based on actual performance? Was it determined by reviews? Was it a popularity contest? Did the recipient nominate themselves? Was participation tied to advertising? Could the recognition simply be purchased? Those are very different things. And yet, once the shiny badge appears on a website, they can all look remarkably similar.
I have been in the wedding and events industry for more than two decades. I've known extraordinarily talented professionals who had walls full of awards. I've also known extraordinarily talented professionals who had very few. And I've encountered professionals with impressive collections of badges whose actual work did not impress me at all. The badge didn't tell the story. The work did.
That's why I encourage clients to look beyond recognition and investigate what sits underneath the badge. How long has this person been doing the work? What kinds of events have they actually produced? Can they explain their process? Are their contracts transparent? Do previous clients describe specific things they did well? What happens when something goes wrong? How do other professionals speak about working with them? Can they demonstrate judgment, not simply style? And perhaps most importantly, do you understand why this person is qualified to take responsibility for your event? This doesn't mean awards are meaningless.
A legitimate award can recognize excellent work. Editorial features can expose talented professionals to new audiences. Preferred lists can introduce clients to trusted partners. Reviews can provide enormously valuable insight. But none should replace due diligence.
Several days ago, I received an invitation to participate in a “Top 5” professional feature scheduled to appear on a major media platform. It sounded flattering. Then came the price, $400. I would receive a professionally written profile, a photograph, a backlink and the opportunity to approve the article before publication. There is nothing inherently wrong with purchasing advertising or sponsored publicity. Businesses do it every day. But I believe there is an important distinction between buying exposure and earning recognition. And consumers deserve to know which one they're looking at. I declined. Not because publicity isn't valuable. Because if someday someone calls me one of the best in my industry, I want the work to have made the argument first.
That was essentially what I believed when I wrote about wedding industry awards in 2013. Back then, I called some awards a popularity contest and warned couples not to choose “the popular kids in the playground.” I might phrase it a little more diplomatically today. But I haven't changed the principle. Don't hire the badge. Hire the professional behind it. Because ultimately, the most important recognition any professional receives isn't a graphic placed on a website., it's trust. And trust still has to be earned.
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