You are here

If Your Company Doesn't Have A Unique Story, You're Not Going To Get Noticed

Facebook LinkedIn Google+ Twitter


Getting coverage in the news and media can be one of the best ways to advertise your company. You get great exposure to the publication's audience and often it further legitimizes your company in the eyes of consumers. But, as Keith Trivett contends here, a company must have a distinctive and idiosyncratic story in order for it to get noticed. There will always be throngs of competitors all vying for the media's attention, and to get coverage, you must stand out above them. Anyone can say that they are innovative, the challenge is to truly be innovative and prove it.

If Your Company Doesn't Have A Unique Story, You're Not Going To Get Noticed

One of the most frequent questions I am asked as a public relations practitioner and as someone who talks frequently with entrepreneurs and small business owners is: “Why should a start-up like mine use PR?” Or: “What value would PR give a small business like mine?”

Before answering that question, though, I like to ask the CEO: “Well, what is your business’ story? What’s unique about you and your company/service/product?”

This is when it starts to get fun. That’s usually about the time I hear something along the lines of: “We’re revolutionary in this... We are doing something no one has ever done before! We’re just three guys (or girls) who went to college together, had an idea we loved and are trying to make it happen.”

That’s all great, but as I often tell potential clients, it’s not likely to build your business, get you investors, reach a mass audience or provide any sustainability to your company. The reason being: All of that is what Every. Company. Says. All the time. And there is a pretty good chance your main competitor, or all eight of them, have already said it before.

via If Your Company Doesn't Have A Unique Story, You're Not Going To Get Noticed. Posted by Keith Trivitt.