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And the Winner Is...

Some tips for creating the kind of hype that attracts business from the founder of The Webby Awards, the premier industry awards for Web sites

By Laura Tiffany

Opinions expressed by Entrepreneur contributors are their own.

There are two kinds of awards shows: First, you have industry awards that only you and your colleagues have heard of. You rent a tux or don your only cocktail dress for a really dull evening of (hopefully) free booze and hour-long diatribes by people who probably received a C in Speech 101. Then you have the Hollywood schmoozy style-fests that we peasants enjoy from the comfort of our armchairs. And then there are The Webby Awards.

With a fine mixture of kitsch glamour and serious accolades, The Webby Awards are becoming the premier industry awards for Web sites. Tiffany Shlain, the award's 29-year-old equally glamorous-in-a-fun-way founder and director, has brought the ultimate in hype to an overly hype-driven industry. That is, the good kind of hype, where there's actually something worth checking into beyond the surface.

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