What judges look for in business awards

Shape stronger award entries by using public relations services to tell compelling stories and boost long-term brand visibility.

What judges look for in business awards

You want your company to stand out, and being recognized with a business award can help open new doors. But entering isn’t enough. Judges review dozens, sometimes hundreds, of submissions, so what makes yours rise to the top? The difference often comes down to how you present your work, not only what it is. The way you tell your story, share outcomes, and reflect on your company’s impact matters just as much as the results themselves. When shaped thoughtfully, and supported by clear communication tactics such as public relations services, award entries can do more than just compete—they can leave a lasting impression.

Some entries win because they show growth or innovation, but others win because they feel human. Knowing that, let’s walk through what judges are really trying to find and how your submission can deliver exactly that.

Tell a clear and impactful story

Your entry should read more like a success story than a list of accomplishments. Judges are looking for a narrative. That means showing a problem or goal that your company faced, the specific approach you took to address it, and the difference it made for your customers, employees, or community.

Think about a time your company navigated a challenge or spotted an opportunity early and leaned into it. Sharing the action is good, but showing the thinking behind that action is even better. Did your team identify a pain point and solve it creatively? Did your leadership pivot with purpose through an uncertain season? That’s the type of information that makes a submission stand out. Make it specific. Judges should walk away with a sense of what you did and why it mattered.

Drawing on strong storytelling techniques adds depth and emotional resonance to your award entry, giving it a narrative arc judges can follow and remember.

Align with the award’s purpose and criteria

Each award has its own criteria, and judges are scoring with that in mind. Submissions that mirror the language or themes of the award criteria make their job easier. Take time to study what the award values most. Maybe it’s community impact. Maybe it’s innovation, leadership, or sustainability.

If the award emphasizes social responsibility, build your submission around your company’s efforts to make a measurable difference. If innovation is the theme, don’t just say your product or service is new — explain how it improves something or solves a real problem.

For example, awards like the Malcolm Baldrige Award criteria for performance excellence place a strong emphasis on leadership, strategic planning, and customer focus. Aligning your submission to these standards shows a firm grasp of what the award seeks to recognize.

And never recycle text from another award application. Judges can spot that. Tailor your story for each award. Show them you paid attention, that you care about the mission behind the prize, not just the prestige of winning.

Use data to prove your impact

Story matters, but data sustains attention. You need to back up your claims with real numbers. Think about the key indicators that reflect your success. Maybe those include repeat client engagement, fewer service errors after a process change, or expanded reach into new markets.

Don’t overload judges with stats. Instead, pick a few figures that support your story clearly. If your company expanded customer retention by 15 percent after a product redesign, or saw media engagement double after shifting public messaging, that ties story and outcome together.

Measurable outcomes become even stronger when they’re backed by third-party support. That means earned media coverage from trusted news outlets, positive mentions in respected trade publications, or strong results from an unbiased survey. When possible, link your work to broader themes in your field to show relevance beyond your company alone.

Highlight people and culture

It’s easy to focus only on results, but judges want to see who makes that progress possible. Highlight your team. Be sure your submission showcases how people within your organization brought your values to life and contributed to success.

That can mean pointing out the cross-department teamwork behind a major project, a leadership decision that shaped direction, or how your employees connected with local communities. Avoid making the story only about a single executive or department.

If your award is focused on company culture, don’t say your culture is great — show what makes it work. Maybe you implemented a flexible work policy that improved retention. Or your team created new ways to keep clients involved during long production timelines. Those real moments speak volumes and show that your values aren’t just posters on the wall.

Maximize the submission’s reach with public relations

An often-overlooked value of award submissions is that they create new chances for exposure — win or lose. A well-crafted submission becomes its own communication asset. That story can be used in multiple ways when supported by the right PR efforts.

For example, an award nomination or finalist status is a strong talking point for podcast interviews, speaking opportunities, or social media features. It can build interest in your work from media outlets, which see award entries as potential stories themselves.

Strategic use of earned media and services like AwardAbility can elevate your submission’s visibility across multiple platforms and audiences. That means building your brand reputation over time and giving your team recognition in front of new and trusted audiences.

FAQs

What is the main purpose of entering business awards?

Entering business awards helps your company stand out, opens new doors, and provides recognition.

What do judges primarily look for in award submissions?

Judges look for a clear and impactful story, alignment with the award's purpose and criteria, data to prove impact, and highlights of people and culture within the company.

Why is storytelling important in an award entry?

Storytelling adds depth and emotional resonance, giving the entry a narrative arc that judges can follow and remember, making it more engaging than a simple list of accomplishments.

How can data strengthen an award submission?

Data provides measurable outcomes and backs up claims with real numbers, such as increased customer retention or media engagement, making the story more credible.

What role does PR play in award submissions?

Public relations can maximize the submission's reach, creating new opportunities for exposure, such as podcast interviews, speaking engagements, and social media features, whether the company wins or not.

How do strategic award entries build long-term value for a company?

They force reflection, clarify company direction, generate content for presentations and recruiting messages, fuel brand perception, and provide materials for future opportunities, building lasting recognition.

How strategic award entries build long-term value

Award entries aren’t about trophies. They’re about capturing work you’re proud of in a way that’s shareable, specific, and meaningful. Whether you take home top honors or not, the process forces reflection. That alone can clarify your company’s direction moving forward.

When you build intentional entries, they don’t stop after submission. Those stories turn into content for presentations. They shape recruiting messages. They fuel brand perception. And when future opportunities arrive, your company already has the materials in place to respond with confidence.

For more information on how we can elevate your PR strategy, explore our services today or book a one-on-one consultation.