The ultimate guide to PR

A lot of companies want to position themselves as category creators, and I actually hate that. It doesn't work. It doesn't land with press, and most of the time it's not totally true.

We really push our clients to have something unique and different and bold to say. If nine of them have one stance on something happening in the field and one has the other stance, chances are that one is going to be the one that a reporter wants to talk to.