By Alan Graner
If you read wire services you’ll quickly notice almost every company issuing a press release is the leader in its field. Examples:
- BCD, the leader in wireless communications
- EFG, the wireless communications leader
- HIJ, a leading wireless communications provider
How is it possible for everyone to be the leader?
In a press release you don’t have to prove you’re the leader, you merely have to claim it—which is why such claims are meaningless.
If fact, if you read enough press releases, leadership claims become laughable.
What’s better than a being leader?
If the term “leader” is becoming meaningless, how do you describe your company?
Use a positioning statement.
- LMN, a family-owned business that has hand-crafted furniture for over 300 years
- OPQ, manufacturers of high-precision laser guided CNC machines
- RST, the accounting company most trusted by Fortune 100 companies
The real purpose of a press release is to announce news.
It’s also an opportunity to position your company in your industry, to set your company apart. It’s to declare what makes you special. It gives prospects a reason to choose you over your competitors.
Because if you claim you’re the leader, you’re just being a follower.
Agree or disagree?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.