Without a solid offering, public relations efforts are a waste of time and money. Just ask Seth Godin.

The first step to a successful media campaign is developing a strong differentiation and a clear presentation of your differentiators. Define who you are, and why your offering is different and valuable.

 Having a clear, compelling story can result in the media coming to you for content and comment, rather than you begging them for coverage.

This is even more relevant with social media. The sheer number of bloggers and pundits guarantees objectivity. A few paid placements can’t compete against a viral buzz of something that’s genuinely cool. 

Go ahead–be different. Don’t just buck the trend, be the trend. It’s the only way to be real and the best way to be relevant.

This entry was posted on April 18, 2011 at 9:03 am. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

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