Firstly, it is important to select the awards which are of high value in the market(s) you serve. Avoid going for the awards which are effectively bought and aim for ones which have a combination of a strong reputation and a solid system for judging them. Look at the rigours of the awards entry process.

Try to determine the quality of the judging panel and how many categories judges are requested to judge, and how they do this, alone or by committee and how long they have to do that work. Determine if there is a viva processes or any secondary stage to help select the winner from successful finalists. Find out which trade bodies and trade publications support the awards and what people in your industry say about it.  In short, do your homework.

Most specialist areas have only 2-3 awards which are worth are truly prestigious.  Don’t waste marketing resources in trying to win awards which fail to move the needle with your target audience.

Finally, when you write your entries for the valuable awards, make sure you follow the instructions for your entry.  Follow the word length restrictions and provide evidence, case study materials and other evidence to strengthen your entry. Focus on answering the questions being asked of you directly and completely. Do not be tempted to over relay on re-use generic marketing copy already written for promoting your company or its products and services.

Your entry must be tailored to the specific category and questions within that category. All good sets of awards will have put a great deal of thought into designing category entry requirements. Failing to respond accurately to the category questions can be enough to disqualify you straightaway. If in doubt consult your PR agency or specialist award writing service. Agility PR offers a specialist awards writing service in several markets including the Security & Fire Awards for Excellence.