Business awards can be a simple yet effective PR tactic whether you are an entrepreneur, SME or large corporate brand. If you aren’t entering then you should be. Here’s why: 1) Credibility There are many awards out there that are run or sponsored by big brand name companies. Association with an awarding organisation (even if it is as a finalist rather than a winner) can improve your company’s credibility. Being able to say you won any award large or small can help create a trustworthy, reliable and credible image for your business. Awards often provide you with buttons or award logos for your website or marketing materials. 2) Free coverage Awards are developed as a tool to gain coverage or influence for the company organising them. They often share this with their sponsors. This means most awards will normally have a PR team promoting the awards themselves and those individuals and companies that are shortlisted. This is valuable free publicity for the businesses that enter. 3) Create a news story It can be difficult to get your company name mentioned in the press without a news story. An award win or even being shortlisted creates a simple but tangible story for the media. There are thousands of awards run across hundreds of industries so you are never short of choice.  Plus, many are free to enter so it will only cost you the time to write the entry - although this is not a process that should be scrimped on. 4) Sales If you had a choice between two equivalent products or services and one had a glowing endorsement or award, which would you be more likely to buy? How to enter awards

• Firstly, find relevant awards. Look for local business or community awards. Look in magazines in your industry. Look in the SME, small business and entrepreneurial press. Check whether your bank sponsors any awards.
• Search smartly - try a combination of search terms along with the word ‘awards’, including your location and industry keywords.
• Start early – you really need to start work a year ahead of the awards you want to win!
• Be sensible – if you are a tiny firm don’t enter a high-growth business award. But balance this with confidence – don’t under-sell yourself.
• Read the entry criteria thoroughly. It sounds simple but it is amazing what you can overlook or misinterpret. Answer the right questions and make sure that you understand what the judges will be looking for.
• Make sure you write a draft entry and get colleagues to proof-read it.
• Understand the importance of facts and supporting materials – you may need financial information, testimonials or press cuttings to back up your entry so make sure you don’t overlook these.
• Be positive but do not lie under any circumstances.
• Only send them what they ask for. Keep to the word count and if they request one high-resolution image don’t send two.
• Delivery proofs are important for your peace of mind. If delivering electronically, get a delivery receipt. If delivering physically, use a postal method which includes a signed receipt.
• Last, do not bug the organiser with update requests. Once you are in for consideration, that’s it. If they want more information, they will contact you. Some professional awards require a presentation, but most will simply let you know.

Whether you are under-staffed, lack confidence or just don’t know where to start then you can always bring in professional help. A PR copywriter can put together a clear and concise entry in just a few hours. They will have experience in this area; know what to say and how to say it. You will often be far too close to your business and a fresh perspective may make the difference between winning and losing. They can also help clean up and crystallise your messages and help you stand out from the business competition.