In today’s hyper-competitive landscape, being good at what you do is only half the battle. The other half? Making sure people know you’re good at what you do—and that you’re better than the competition. This is where public relations comes into play, and according to Zachary Bernard, Founder of We Feature You PR, it’s a game-changer.
“If you’re looking to differentiate yourself, there’s nothing like the credibility and exposure that PR can provide,” Zachary notes. So, how can a strategic PR plan help you outshine your competitors? Here are Zachary’s insights.
PR: Your Competitive Edge
Zachary starts by emphasizing that PR isn’t just a tool for large corporations or high-profile individuals. “Small businesses often think they don’t need PR, but that’s a mistake. In a crowded marketplace, you need every advantage you can get.”
Public relations can serve as your competitive edge, setting you apart in an ocean of similar offerings. “It’s a credibility shortcut,” Zachary explains. “When potential clients see you featured in a trusted media outlet, it’s like an endorsement. It can be the difference between picking up the phone or scrolling past.”
Amplify Your Unique Selling Proposition
Every business has something that sets it apart—a unique selling proposition. “PR can amplify your USP by presenting it to a broader audience and framing it in a compelling story,” Zachary says.
For example, if your USP is an innovative technology, a feature article could delve into how it’s revolutionizing the industry. If customer service is your forte, media coverage could highlight real-life examples of your above-and-beyond service ethos.
“Your competitors may claim similar USPs, but media coverage adds weight to your claims,” Zachary adds.
Align PR and Marketing for a Cohesive Brand Image
It’s not enough to secure media coverage; you have to leverage it in your marketing efforts. “Think of PR and marketing as two wings of the same bird,” Zachary advises. “They work best when they work together.”
Featured in an industry magazine? Use quotes or images from the article in your marketing collateral. Gained recognition for social responsibility? Highlight this in your advertising campaigns. “Incorporate your PR wins into your marketing narrative. It boosts the credibility of your message and reinforces your brand image,” Zachary notes.
Navigate Crisis Like a Pro
In a competitive market, one slip can give your competitors an edge. That’s why crisis management is crucial, and Zachary emphasizes that PR is instrumental in this aspect.
“Bad news travels fast, especially in the age of social media. Having a solid PR strategy can help mitigate damage and can even turn a crisis into an opportunity,” he says. A well-handled response can showcase your business ethics and transparency, turning a potential loss into a win.
The Bottom Line: PR as Your Secret Weapon
In conclusion, Zachary firmly believes that PR is more than just a ‘nice to have’; it’s a ‘must-have’ for any business looking to outshine the competition.
“In a crowded market, you need to stand out to succeed. PR helps you stand out. It’s as simple as that,” Zachary states. “From amplifying your unique selling points to providing a competitive edge in times of crisis, effective PR is your secret weapon in a cutthroat environment.”
