So Who Do You Compete Against?
PR Tactics: Answering the Competition Question
Part Three in a Continuing Series on Healthcare IT Public Relations
Departing from my usual issue-oriented focus, here is some media interview advice for healthcare marketers from the Schwartz Communique newsletter. Picture this scenario: You've worked hard to get your company in front of a reporter. The questions so far have been great, delving deeply into your company, its market and what makes your product great. It feels like the reporter is going to write a good story about your company.
Then it comes, the question you've been dreading: "So, who are your competitors?" Don't be frightened by this question. It's actually the perfect opportunity to frame your own landscape, positioning your company as you see it in relation to others. It also gives you yet another chance to communicate key messages.
Here are some ways to answer the question while gaining the greatest advantage:
Categorize -- Don't give your competitors free publicity by naming them right off the bat. Instead, start by mentioning the category of companies that can be considered competitive. You can then use the opportunity to stress what makes your particular technology or product unique.
Attribute -- Often the reporter pushes and wants company names. In this case, it's best to attribute your choices to a third party, such as an analyst firm. A line such as "some analysts who cover the space say we compete with Microsoft and Cerner..."
Choose Your Competition -- In business as in life, you're known by the company you keep. Carefully choose which companies you name as your competitors. Don't be afraid to compete with the big guys - this can signal your confidence that your offerings are unique and compelling enough to stand up to the fiercest competition.
Reframe -- If your competitor's name comes up, take the opportunity to re-position them to your advantage. Competing with an industry giant? Then you're the best-of-breed player with intense focus and the customers to prove it. Competing with smaller companies? Then you're the market share leader with all the momentum behind you. However, don't go into a lot of depth about your competitor's strengths and weaknesses. Instead, use that time in the interview to highlight your company's unique strengths.
The question can also haunt you if not handled correctly. Here are some things NOT to do:
Duck and Cover -- While a tempting response, saying "we have no competitors" is never the best course of action. Besides the fact that most reporters greet such answers with skepticism, many media and analysts see this answer as a signal that your market niche is too small to attract other
players.
Avoiding the Question -- If you avoid the question entirely, the reporter will be left to choose your competition for you. Frame the competition on your terms rather then leaving it up to chance.
Bashing -- Don't be baited into bashing the competition and risk getting quoted negatively. Take the high road whenever possible.
I look forward to your feedback on future topics for this occasional series on healthcare IT PR tips. These posts are gathered together in the "PR Strategy and Tactics" Category in the list at your right.
Tags: Healthcare+PR, Media+Training, Medical+PR, Online+PRPosted by Shawn Whalen on June 19, 2006 at 2:07 PM
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