Stay Ahead of the Competition
Competition is at an all time high. It is likely that your product or service is up against other similar products and services. While competition is the key to innovation, it can also be a source of frustration. With the amount of competition out there right now, it has become harder and harder to attract new customers as well as to retain old ones.
Consumers are constantly being targeted through marketing and advertising by other businesses. As such, they are constantly weighing multiple options. This is where PR can be of service. PR helps build reputation and credibility, so consumers not only buy the product or service, but also the relationship with the brand. Here are six PR tactics that can give you a competitive edge:
Competition Monitoring
The first and most essential step to maintaining a competitive edge is to understand your competition. Know who your competitors are, what they are offering, what sets them apart, what their advantages and disadvantages are, and what type of media coverage they have. Study your competitors by looking through their websites and social media archives.
The best way to monitor competitors is through media and social media. Set up Google Alerts on your competitors or, if you have the finances to do so, employ a media monitoring service to monitor mentions of your competitors across all media channels.
Providing media commentary
Monitor the news and media cycle to see if there is any industry or other related news that you can provide commentary on. This is a great way to get your brand/business name out in the media without using the more obvious marketing and PR channels. Demonstrate your knowledge on relevant topics by responding to an article, or pitching yourself for an interview to a publication.
Publishing expert articles
To give yourself an edge against your competition, write an article to establish yourself as an expert and reliable source in your particular field. Write an article that is interesting, engaging and useful for your target audience and then pitch this article to media outlets.
Taking advantage of speaking opportunities
Find events and conferences that are geared towards your target audience. Speaking at such events will enhance your profile among your target audience, as well as build brand awareness and credibility with people that are most likely to engage with your product or service.
Employing case studies as a PR tool
A case study that covers work that your business has conducted as a project or a client can be a great PR tool. Case studies provide customers and clients with an inside look at how you conduct business and how they can benefit from the product or service that you offer. Using case studies allow for transparency in business and will give your brand an opportunity to set itself apart from its competitors.
Social media engagement
Use social media platforms such as Facebook, Instagram, LinkedIn, or Twitter to engage with consumers. Find the right channels to reach out to your target demographic. In this way, you will have a platform to host constant and engaging dialogue with your audience about your brand. Encouraging dialogue and answering questions in a timely manner will definitely put you a step ahead of competitors who haven’t mastered the social media game.
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