Why a press release still matters

In an era of social media and LinkedIn posts, the press release remains the single most formal, credible way to broadcast a business award. It gives you a controlled narrative, a searchable web record, and a piece of content you can repurpose for your website, email signature, and sales decks. Journalists, B2B buyers, and even some investors still check for a proper announcement before they take your award seriously.

A good press release does not just say 'we won.' It explains what the award verifies—whether that's audited revenue growth, a panel of expert judges, or a published standard—because that context is what makes the award meaningful to an outsider. Without it, the release is just a brag.

The anatomy of a winning award press release

Every effective award announcement follows the same five-part structure. The headline states the win plainly, including the award name and your company name. The lead paragraph repeats the key facts: who won, what award, which category, when, and from whom. The body adds color: a sentence on the award's judging process, a quote from your CEO or team lead, and a line on why the award matters to your customers. Then boilerplate about your company, and finally a call to action—visit your website, read the full story, or contact your PR person.

The quote is the heart of the release. It should not be a generic 'we are honored.' It should tie the award to your strategy: 'This recognition validates our investment in customer support' or 'It proves our growth model is working.' That turns the award from a pat on the back into a business statement.

Timing, distribution, and SEO

Send the release within 48 hours of the win or the official announcement date. For annual lists like Inc. 5000, wait for the list to go live on Inc.com, then publish. For judged awards like Stevie or Globee, you usually get the notification first, but check the program's guidelines—some require you to wait until the public winner announcement.

Distribution: use a wire service (Business Wire, PR Newswire, or a budget alternative like EIN Presswire) if you want mass syndication, or publish on your own site and pitch a few targeted journalists directly. Include the award logo and a link to the award's official listing, and use the award's exact name and category in your headline and first paragraph—that's what makes it discoverable in search.

Full press release template

Use this template, filling in the bracketed fields. It is tuned for credibility, not hype:

  • FOR IMMEDIATE RELEASE
  • HEADLINE: [Company Name] Wins [Award Name] in [Category]
  • LEAD: [City, State] — [Company Name], a [brief descriptor], has been named a [ranking/tier/winner] in the [Award Name] for [category] by [Award Organization]. The announcement was made [date].
  • BODY: The [Award Name] recognizes [one-sentence description of what the award verifies, e.g., 'exceptional customer service, as judged by a panel of industry experts' or 'the fastest-growing private companies based on verified revenue growth']. [Quote from CEO or founder, tying the award to company strategy.]
  • BOILERPLATE: About [Company Name]: [2-3 sentences on what the company does, founded, headquarters, key differentiator].
  • CONTACT: [Name], [Title], [Email], [Phone]
  • For more information, visit [URL].

Mistakes that kill your credibility

  • Claiming an award is 'the most prestigious' when the program is not widely recognized—let the facts speak.
  • Misspelling the award name or the organization's name. This is an instant credibility killer.
  • Omitting the verification method. Without it, readers assume it's a vanity award.
  • Delaying the release. A month-old award feels stale.
  • Writing a quote that sounds like a robot wrote it. 'We are honored and humbled' is a cliché—use it sparingly.
  • Not including a clear call to action. Tell the reader what to do next: visit your site, download the case study, etc.

Frequently Asked Questions

Should we send a press release for a business award?
Yes, but only if you do it right. A business award press release is a credibility asset, not a brag sheet. The formula that works: a subject line that names the award, a headline that states the win, a lead paragraph that repeats the key facts, a quote from leadership, a paragraph on what the award verifies, and boilerplate about the company. Keep it under 500 words, include the award's official name and logo if allowed, and distribute it through a wire service or your own channels.
When should you send a business award press release?
The best time is immediately upon receiving the win, within 24 to 48 hours. Most award programs provide a winner announcement date or a publication date—use that as your trigger. For programs with annual lists like Inc. 5000, align your release with the official list publication. For judged awards like Stevie or Globee, issue the release as soon as you receive the official notification, but always check the award's marketing guidelines first; some programs have embargo dates or restrict certain claims.
What should be included in a business award press release?
A business award press release should include: the award name and the organization that gave it; the specific category or ranking; the date and location of the announcement; a quote from a company leader; a sentence explaining what the award verifies (e.g., judged by industry experts, revenue growth, etc.); and standard company boilerplate. Include the official award logo if the program provides one, and always link to the award's official listing or your company's announcement page.
What are common mistakes in award press releases?
Common mistakes include overhyping the award (saying 'the most prestigious' when the program is not), omitting the judging criteria—which makes the claim feel vague—failing to include a quote from leadership, and sending the release weeks after the win. Another mistake is using a generic template that doesn't mention the specific weight of the award. And always proofread the award name: misspelling the award's name is a credibility killer.

Sources & verification

  • International Association for Business Excellence winner communication guidelines and PR distribution add-on — International Association for Business Excellence (as of August 2026)
  • Globee Awards winner announcement and media kit details — Globee Awards (as of August 2026)
  • Inc. 5000 publication date and winner communication — Inc. 5000 (as of August 2026)