Jun 25

Disruptive Businesses are Everywhere; Here’s How to Stand Out

At KCD PR, we’re fortunate to be in the middle of business innovation. Our clients, partners and people, are disrupting traditional ways of doing business. We see it every day, and are passionate about spreading the word on new approaches and ideas in the market.

But – if everyone is doing something new, how do you break through? We asked our East Coast Leader, Joe LoBello to share some advice based on his 20 plus years of PR and marketing experience. Here’s what he said:

  1. Start with the story. Behind every good business is a good story. Is your story  compelling and differentiated? When was the last time it was refreshed? How is it being told? It’s great to hear the CEO and marketing team share their elevator pitch, but it’s even more critical to hear from the front line. Understand how a broad range of employees – from sales to customer service – communicate with your audiences. Is it consistent? Effective? Engaging? Unique? If not, it’s time to refine your message.
  2. Play the long game. Like building a business, building your brand doesn’t happen overnight. Successful PR requires time and multiple work streams to succeed. Your clients are mobile and want to be met where they are. Build your PR and marketing through your customers’ channels – from story placements in key media outlets to contributed articles on influential blogs to video marketing on your website. Keep it all going on a daily basis – it’s a marathon not a sprint.
  3. Get creative. Thinking big and trying new things doesn’t have to be limited to your company’s operations, product development or R&D. Bring that thinking to your marketing and PR. Here’s a great example: Fearless Girl. The statue was commissioned by State Street Global Advisors, a Boston-based financial firm, and placed in front of the ‘Charging Bull’ sculpture on Wall Street last year. The goal was to draw attention to the power of women in leadership roles. The statue thrust State Street’s brand, products and values into the spotlight, brought the gender diversity discussion to the forefront and stands as a powerful symbol for years to come.

Whether you’re a startup, nonprofit or established player in your industry, you’re doing great things and changing the path forward. As you disrupt your marketplace, make sure to bring your PR and marketing along for the ride too.

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