Public relations consultant Angela Baker has urged pet brands to consider entering pet industry awards, claiming it is one of the smartest moves a business can make.

Here are Angela’s tips on entering industry awards…

Angela said: “I’ve just had my eleventh client win a major pet industry award. Waita Pets has taken home the Emerging Brand Category in the Pet Product Marketing Retail Awards 2026 after a period of intensive PR that helped secure major retail listings and significantly boost awareness. In a crowded and emotionally driven sector like the pet industry, standing out is tough. Brands compete in a marketplace where trust, welfare standards and authenticity matter just as much as innovation. Yet one opportunity consistently delivers visibility, credibility and commercial impact: entering industry awards. Far from being a vanity exercise, awards have become one of the highest‑ROI marketing and PR tools available to pet businesses of all sizes. So, with the Pet Industry Federation Awards on the horizon, is it worth entering?

“From my experience organising award events in previous in‑house marketing roles, the benefits begin long before the trophy is handed out. Award organisers, judges, sponsors and fellow entrants see your work the moment you submit, putting your brand on the radar of influential people who may never have encountered it otherwise. As the business magazine Forbes notes, ‘Business awards can be hugely valuable, acting as third‑party endorsements telling your customers, partners, and stakeholders that your business excels in its field’. In a sector built on trust, that endorsement carries weight.

“But entering awards isn’t just about recognition – it’s about storytelling. The process forces businesses to articulate what makes them different: their impact, innovation, welfare commitment and results. Strong entries rely on evidence, not anecdotes. Sales growth, testimonials, case studies, welfare improvements and retailer feedback transform an entry from ‘we’re great’ into ‘here’s the proof’. This clarity strengthens pitches, marketing campaigns and retailer conversations long after the awards season ends.

“Choosing the right category is crucial. Successful entrants are selective, focusing on categories where they can clearly demonstrate measurable impact and alignment with the award’s values. For public‑voted awards, organisation matters more than popularity — simple campaigns using newsletters, social posts, QR codes and in‑store signage can dramatically increase engagement.

“The real magic happens after shortlisting. Award badges, social graphics, press releases, website updates and packaging stickers can fuel months of marketing activity. Even non‑winners benefit from the credibility boost. As Forbes highlights, ‘It’s not just about the trophy; it’s about the credibility it lends your brand’.

“Ultimately, entering pet industry awards isn’t about applause – it’s about elevating your brand, sharpening your story and opening doors. For businesses that approach awards strategically, the return is far greater than the entry form.”

If you need help with entering awards and any ongoing PR, you can contact Angela Baker PR email: angelabakerpr@hotmail.com

Angela Baker | LinkedIn