How to write a killer award entry: a guide

At Big Top, we know writing a standout award entry is much more than just filling out a form. It’s about crafting a compelling narrative that demonstrates impact, success and creativity - all while stirring emotions and sticking to strict criteria and word counts. Not so easy. 

 But our expert team, including Charlie, Emma, Mark and Nikki, have shared their top tips for crafting submissions that judges can’t ignore. 

Start with strategy 

Before you dive in, ask yourself: does this client have a genuine chance of winning? If the answer is no, reconsider. Entering for brand visibility is fine, but if the goal is to win, ensure you have a strong story to tell. 

Choose the right award 

Not every award is the right fit. Assess the criteria carefully and decide if your project or campaign has the data, results and narrative to compete. If you find yourself forcing your story to fit the criteria, it may be better suited to another category or award altogether. 

Plan ahead 

Award entries can be time-consuming (usually taking 1-2 days’ of PR agency time), so start early. Gather key data, examples and testimonials in advance (and ensure your team has the bandwidth to contribute!). Award entries are often a team effort, requiring insights from multiple departments. 

Answer the question 

This sounds obvious, but you’d be surprised how many entries miss the mark. Read the questions carefully - and then read them again. Ensure every point is addressed clearly and concisely. Use bullet points for clarity and avoid long-winded explanations. 

Showcase impact  

Prove your success through: 

→ Stats: include historical comparisons and industry benchmarks to provide context. 

→ Showing, not telling: bring your entry to life with real-world examples, showcasing how your campaign or project impacted individuals, organisations or industries. You want your entry to resonate with the judges.  

→ Testimonials: third-party endorsements add credibility and bring authenticity to your entry. 

Use data wisely 

For PR campaigns specifically, you can use the AMEC Framework to structure your results. This model highlights the journey from input to impact, helping you demonstrate how your campaign achieved tangible business outcomes, not just reach and impressions. 

Make it memorable 

Judges are human, with limited time and patience. Make your entry engaging. 

→ Use compelling language and concise sentences. 

→ Break up text with headings and bullet points for easy scanning. 

→ Include impactful images where allowed, as a powerful visual can enhance your storytelling. 

Don’t skip the details 

Ensure your entry is factually accurate. Proofread everything - then proofread it again. Mistakes in figures, dates or grammar can damage your credibility. 

Provide supporting evidence 

Most awards allow you to submit extra material - use this opportunity wisely. Include case studies, video clips, or press coverage to reinforce your story. 

Respect the word count 

Be concise. Don’t feel pressured to use every word available if your message is clear. Judges like short. But equally, make the most of the word count to fully explain your achievements. 

Final thoughts 

Winning an award doesn’t just happen. It takes careful planning, clear storytelling, and a results-driven narrative. It can be a LOT of work – but that’s where we come in. If you want your award entry to shine (without the stress), we can do it for you. 

Drop us a message at charlie@bigtop-pr.co.uk!