In the 2025 King’s Birthday Honours, former Prime Minister Scott Morrison was appointed a Companion of the Order of Australia (AC), the nation’s highest civilian accolade. Unsurprisingly, the announcement ignited a firestorm of public debate, with critics pointing to controversies during his political career, including the Robodebt scandal, secret ministerial appointments, and his absence during the Black Summer bushfires.

While some viewed the honour as a routine recognition for former prime ministers, others saw it as an affront to accountability and public sentiment.

Watching this unfold made me think of the emphasis many businesses place on building awareness and credibility through awards. It’s something we also encourage with our clients, especially when the recognition is well-aligned with achieving key business objectives. However, it no doubt can also potentially present as a double-edged sword. Understanding and managing the narrative around an award win, especially if you’ve had some controversy in the past, is critical.

Anticipate public reaction

In today’s interconnected world, public perception is shaped not just by official statements but by a myriad of voices across media platforms. When a leader receives an honour, it’s vital to anticipate both praise and criticism.

Before accepting or publicising an award, give some thought to your various stakeholders and how they may view or react. If you identify any potential areas of contention, be prepared with some responses that positively acknowledge the achievement as well as not shying away from past controversies.

Align recognition with accountability

Scott Morrison’s AC appointment was met with backlash partly because it seemed to overlook unresolved issues from his time in political office. Given the nature of his high profile, it only accentuated the situation. As a Founder or CEO in business, accepting accolades without addressing past challenges can appear disingenuous. Perhaps it’s not so much something that will play out in the media and more something behind closed doors with your people. Don’t let a great opportunity go to waste. Instead, use the opportunity to highlight the success as well as the lessons.

Control the narrative

The narrative surrounding an honour can quickly spiral if not managed proactively. Morrison’s response focused on gratitude and national resilience but lacked direct engagement with the criticisms, leaving a vacuum filled by detractors. As a business, you have the opportunity to get ahead of the noise and develop a communications strategy that identifies any key issues or stakeholder reactions to inform a targeted PR response.

Understand the symbolism

Honours are not just personal achievements; they symbolise values and standards. When public figures with contentious histories receive accolades, it can lead to perceptions of systemic complacency or endorsement of past actions. At The PR Hub, we are selective about the awards we recommend for our clients. A winning award submission is something that takes time and energy and should align with your greater business plans.

Extend the impact beyond the business

Recognition can be a powerful platform, not just for celebrating business success, but for amplifying causes that matter. A shining example of this is former AFL player and co-founder of FightMND,  Neale Daniher AO, named the 2025 Australian of the Year. Since his diagnosis with motor neurone disease (MND) in 2013, Neale has channelled his energy into FightMND, a charity that has raised and invested over $115 million into medical research to find a cure for motor neurone disease (MND).

In his acceptance speech, Neale dedicated the award to the entire MND community; the families, carers, researchers, volunteers, and supporters who have joined him in this fight. His approach wasn’t about personal accolades; it was about shining a light on a cause close to his heart and rallying collective support.

This is a great example of how an award win can also be used to contribute to a greater good, resonating more deeply with your direct team along with the community at large.

While you may not always have an opportunity to highlight a social or environmental issue, both cases provide an important reminder as to the importance of aligning recognition with authenticity, stakeholder interests and broader purpose.

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