Too many times in the PR business we're asked to promote a company but sometimes it's difficult to get to the heart of the business to extend the conversation in to the marketplace over and above its products.
Sure, the company might have good products or services - hell, they might even be newsworthy in their own right! - but what else stands the company apart from its competitors?
As author David Meerman Scott writes in his must-read book World Wide Rave:
"Nobody cares about your products (except you)."
To keep the brand story going, you need other things to talk about. Topics of substance that not only can be pitched to the media but are also worthy of blog posts, YouTube videos, podcasts, LinkedIn updates and Twitter talk.
The creation and distribution of relevant, interesting, timely and compelling content will help set your brand apart from its competitors. But first, you need to understand what your brand stands for, and what are your 'spheres of conversation'.
You may even be so bold as to create a manifesto like Rentoid has done.
Rentoid gets it. Do you?
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