To target unique audiences and journalists, marketing materials and story pitches must be refined. A story idea for a technology publication, for example, will be vastly different from one aimed at a women’s magazine. But tailoring strategies to reach a variety of audiences is only effective when certain key messages about a company or product are successfully conveyed. For this reason, it is important that public relations professionals work with their clients to identify a positioning statement which will pervade every aspect of communication. A positioning statement should explain the following two concepts about a company:

1. Why it is unique. A company must identify why there are no other products or services available quite like the ones they offer. The focus of the brand should therefore be clear and narrow. Companies should seek ownership of a specific phrase or word in the consumer’s mind.

2. Why it is a leader. One of the best ways to generate publicity is to be first. A company must identify ways to stay ahead of their competitors in order to ensure ongoing publicity and a strong brand identity.

Crafting the perfect positioning statement is not difficult when the task is broken into clear steps. First, work with a client to identify their market. If the market is broad, it may be helpful to categorize the other companies and services that comprise it. These categories can be used to clearly differentiate the competition into manageable market segments. The client can then be placed in their respective category.

Next, examine the words and phrases associated with competitors within each category. Ask your client which words or phrases they would like to own in the minds of customers.

Finally, question how the client can demonstrate their leadership position to show that they are different from the competition in their category.

Once key messages have been identified, marketing editorial coverage can be rated according to how well key messages are being conveyed. If an article does not include key messages, brainstorm ways to improve future pitches.

The Home Depot is an excellent example of a company which has succeeded in projecting its key messages. The company has clearly positioned itself as a home improvement store for the “do-it yourselfer.” Notice that while this statement is not repeated word-for-word in advertisements, each commercial or ad certainly conveys the message. When a customer thinks of the Home Depot, they know it does not sell exclusively to construction professionals. Instead, they recognize its accessibility to everyday people tackling home-improvement projects on their own.

Consider implementing a clear, strong positioning statement to ensure that your message rings loud and clear in the minds of your customers, and remember that the statement should provide the foundation for communication instead of a template to repeat verbatim.