How to Differentiate

One of the things I learned from Geoffrey Moore’s article is the notion of unique differentiation. He said a true “position” isn’t the one you’d like your company to have, but rather the position it actually occupies within a system you didn’t create.

In other words, positioning and differentiation isn’t an exercise in myopic navel gazing. It’s got to be externally driven and take into account the strengths and weaknesses of your real competition while also focusing on customer value. Understand what’s out there – and what’s needed - to set your organization apart.

Be More Persuasive

Herbert Simmons said persuasion is “a process of communication designed to modify the judgments of others.”

Daniel O’Keefe says it implies some measure of freedom (i.e. free will, free choice, voluntary action). “Forcing others to act is not the same as truly persuading them.”

I like O’Keefe’s perspective because it suggests the two-way-ness needed to change minds.

WORDLESS WEDNESDAY..

The 7 Elements of 'Good' PR

was searching for some information related to my PR assignment and came across this..
a guideline for myself if in future i would like to build a career in public relations :)

THE 7 ELEMENTS OF "GOOD" PR

What is good PR?

1. Good PR is telling the client what they need to hear instead of what they want to hear. Good PR recognizes that the best “PR strategy” needs to be followed-up with the client’s good products/services or else it’s all a vain and wasted effort that harms everyone’s reputation. -> true.. should practice this more often.. sometimes i dont understand why we do things because we were told to do.. showing them what is the right thing to do and stand to ur opinion.. justify with them the result and why it is needed..


2. Good PR is not just about the over-glorified launch. Good PR helps build and sustain a groundswell of brand support —> incrementally changing consumer behaviors via a steady stream of relevant and candid communication to both “media” and “consumers.”


3. Good PR celebrates the client’s customers in an inclusive, non-exploitive way. And, good PR welcomes the input of “neutrals” and especially “critics,” and adapts strategy accordingly.


4. Good PR is proactive in idea generation and responsive in a crisis. Good PR finds the balance. ->nice one


5. Good PR is measurable. ->And yet also hard to measure, since most clients want to measure different things.


6. Good PR leverages pre-existing relationships with influential people — relationships built on trust and credibility earned over years of service.


7. Good PR doesn’t need to know Larry Ellison or Kevin Rose or anyone in particular in the media, either. Even though such relationships can come in handy, good PR almost always “gets ink” because a good story has been well-told to the right people. -> sometimes a good connection is needed.. a person may write very well but if a she/he does not have a connection with the media, it would be very difficult to publish the writin.. unless u r a somebody... :)

QUOTE OF THE DAY :)

“Some are born great, some achieve greatness, and some hire public relations officers.”
– Daniel J. Boorstin