The Art of Positioning

Public relations is all about identity:  creating one, improving one, and sustaining one. The best way to establish a company’s identity is through repetition and consistency of its key messages. In order to have maximum success, a product or service must 'own' a place in the mind of the potential purchaser that defines it and differentiates it from its competition. This is the concept called 'positioning’.

Unfortunately, there is still little understanding of this simple concept and many PR campaigns fail because of it.

To avoid confusion, positioning concepts and messages should be simple and factual, regardless of how complex the technology or industry, and focused on the major differentiating strength of the company, product, or service.

Be ruthless about the information being conveyed. Anything that others claim, eliminate it. Anything that requires a complex analysis to prove, forget it. Anything that doesn't fit with your stated perceptions, avoid it.