The other day I spent a large amount of time working on messaging and positioning with a young and successful company. One of the challenges they were having was the comparison between the robust product they deliver and the simpler products on the market that solve only part of the problem. They are stuck because of this they were stuck between a bunch of simple “me-toos” and enterprise apps that took 12 months to deploy. So they decided it was time to create a new space. And our first response was NO!
Continue reading "You Are What Your Customers Call You" »
PR professionals constantly say that media outreach is about building relationships. For PR practitioners it is also about building trust. Ideally, you are letting a journalist know that the news you bring to them will always be fresh, exciting and something that their readers will care about. But we can't be all things to all newspapers and the reality is that your customers really only read a focused few pubs. So we recommend identifying your 10 most important publications and journalists. To do this you need to ask yourself a few questions:
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