What is Competitor Comparison PR?

Competitor Comparison PR is a marketing growth tactic that has been pioneered by notable PR agencies and entrepreneurs over the last few decades.

It thrives on the basic human tendency to benchmark and compare, deriving the most potent PR coverage by positioning your business as a superior choice compared to its competitors.

This strategy particularly taps into public relations and media outreach, focusing on key journalists and bloggers within your industry. The idea is to present your product as an interesting or superior alternative when compared to competitors. The Competitor Comparison PR strategy is effective when the objective is to drive 'traffic', as it sparks curiosity, generates buzz, and encourages industry influencers to spread the word about your product.

Examples of Competitor Comparison PR

  1. Launching a new e-commerce platform: Prior to the launch, one can construct a comparison chart of features and services against industry leaders such as Amazon or eBay, and send this comparative chart to tech bloggers and journalists who have previously written about these competitors.

  2. Introducing a new environmental-friendly product: Here, one could highlight how the product is more eco-friendly than those of competitors and reach out to green bloggers or environmental journalists, showing them how your product stands out in terms of sustainability.

  3. Releasing a novel diet plan: You could outline how your diet plan is healthier or more effective than other popular plans in the market, and pitch this to health and wellness writers, bloggers or influencers.

  4. Debut of a tech startup: Share a list of features and benefits that your app or tool brings that are currently lacking in competitor products. Highlight these unique selling propositions to journalists who've covered the competition before.

  5. Premiere of a new movie or TV show: Make a comparison of interesting aspects of your script, cast, or production style in relation to similar TV Shows or movies and send this to movie or pop culture bloggers and reporters.

Marketing Tactics Similar to Competitor Comparison PR

  • Product Differentiation: This involves distinguishing your product from competitors based on parameters like performance, features, design, or price.

  • SEO Competitor Analysis: This is the process of analyzing and understanding your competitors’ SEO strategies to optimize your own.

  • Influencer Outreach: This implies reaching out to individuals or influencers within your industry who can help promote your product or service.

  • Press Release Marketing: This involves circulating newsworthy articles about your product or company to various media outlets.

  • Competitive Positioning: This is about defining how your product is different from others and why customers should choose it over competitors.

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