170- Public Relations and Differentiation

Nata PR School (EN)

Dear PR Friends, if, like me, you own your own business and numerous competitors operate in your industry, could you tell me in a single short sentence what sets you apart from the competition?

In what ways are you different?

This is a consideration we don't take lightly at NATA PR agency. Every year, this theme comes up for discussion.

What sets us apart from other agencies offering similar services?

Every year, the answer to this crucial question varies and evolves. I felt the desire to share my initial thoughts on this matter this year. I'll probably revisit it in a future podcast episode because it's a crucial point and often the cornerstone of all our PR operations with our clients.

I remember, a few years ago, I enlisted the services of Chris Bergeron, an advertising visionary who has now become an author and Vice President of Strategy, Inclusive Creativity at Cossette.

It was with her that I developed the famous NATA Model: six steps for a successful campaign that you can download for free at the bottom of this episode.

The answer that year to the famous question "What sets us apart?" was:

Our method, our structure – we have a defined plan and need to make it tangible to explain our services that remain mysterious to several of our clients.

Today, the definitive answer to what sets us apart has not yet been identified.

With all the profound changes we have undergone since the pandemic, my initial answers are a return to the basics:

- As we are a bilingual agency (French-English), our Francophone side gives us a human warmth that Anglophone agencies lack.

- We work with pleasure.

- We are attentive.

- We offer outstanding/quick service.

- Our expertise is unique.

New agencies do not offer the strategic support that we have due to the thirty years of experience of the founder. Yes, me, your humble servant.

I am always in the mindset of a beginner who has much to learn and yet possesses what I call "data," my useful statistics that often prove accurate.

I don't like to talk about extensive experience; it sounds very pompous.

But it's certain that I have accumulated years of knowledge that are extremely useful.

We train our teams, we support young talents, and above all, we help them grow within our company. This gives us a unique, exceptional culture and allows us to offer outstanding service.

That's where I am in my initial reflections.

The second wave will come with our teams from different offices in LA, Miami, Toronto, and Montreal.

It's a fantastic opportunity to exchange ideas with all these different markets and diverse cultures.

So, stay tuned for more.

We'll talk about distinction in a future episode.

And you, what sets you apart?

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