Why PR?

 

Narration As Competitive Advantage

 

Successful PR programs deliver an UNFAIR SHARE of visibility to create a credible market leadership perception, even amongst competitors with stronger offerings.

 

Companies that have the strongest products or services – those that best fit the current market need – are not always the most successful. In fact, there are many examples of companies that have failed despite superior offerings. Complex products or services are especially vulnerable if your target audience doesn’t understand what you offer and how it can benefit them.

 

You can see how narration becomes competitive advantage. The organization that excites target customers and shows the need for their products wins the game. The story you tell -- and how you communicate it -- can have as much influence on your bottom line as the product itself. Sometimes even more so.

 

And yet many organizations undervalue marketing and do not leverage PR --the most cost-effective and credible of all marketing activities -- to their full benefit. Organizations that do embrace PR often pull ahead of their competitors, even those with stronger product offerings. PR is a strategic battlefield.

 

Small and emerging companies in particular should leverage public relations as a way to compete against much larger and well-established competitors. The challenge is almost Darwinian. You need to fight harder and exploit every advantage you can get. Third-party media and industry analyst channels represent the strongest means to build awareness and establish market preference.