HOW PR WORKS: The most important ingredient to good PR.

Yep, this is more important than a great product, service, experience or logo.

The most important ingredient to good PR.


Yep, this is more important than a great product, service, experience or logo. They absolutely all matter too but put it this way; ‘contrasting’ will ensure you’re not ‘competing.’

Being different allows you to compete in your own paddock.

Being different allows you to be known for something.

Being different generates word-of-mouth publicity

Being different creates stories people care about and remember

Being different helps your ideal customer see you more clearly

And so the most important strategy in the PR mix is to unearth your ‘different’ and share that with the world. Finding your different is the fun part of PR and it’s how we unlock stories worth sharing and remembering. Sameness is a race to the bottom in PR and business. 

What do you do that your competitors don’t?

Work that out and amplify that as the linchpin of all communication. Being the best is irrelevant. Providing quality is not a PR message. Being different in a category of sameness IS the best approach to managing PR well for anything.

Here is more context on how differentiation fits into our top-line recommended approach to strategic PR:

One – know your customers

Two  – know how to speak to them

Three  –  ­know what you’re going to say

Four ­  – know your point-of-difference

Five  – know where you’re going to say it

Collectively these PR ingredients help build community, customers and brand.

While PR builds connection and community through aligned values; the differentiation is what helps the business to stand out and be seen being seen. Differentiation is what brings your people together making sure your story matters.  

Words by Jade Roberts
raraPR Founder and Creative Director

raraPR is above all the sum of people who together help build brands and share stories. We are present in our determination to make a positive difference to the world by representing individuals and businesses that are doing good. We are an extension of the personal stories within us, those that we exist for and those within you that need to be heard.

About raraPR

raraPR is an Australian public relations, digital marketing and branding agency. We are PR mentors, brand boosters and community creators for business owners, industry leaders and entrepreneurs. What we do goes far beyond the typical PR agency.

Our Ethos
We’re a passionate team who thrive on creating content that works. Or in other words, tasteful brand assets that build equity for a business.
We’re driven by the purpose, the meaning and the stories behind why a business exists as much as the quality of the product or service.
We’re inspired by being around the start-up community, entrepreneurs, intrepreneurs, solopreneurs, creators, makers, thought-leaders, dreamers and seekers willing to go beyond the good for the truly great.
The desire to help people take their business to the next level and reach their potential drives everything we do.
We get excited about producing innovative and thoughtful PR, digital, social media and design outcomes.
We’re at our natural best when we’re connecting talent and bringing communities together inside and outside the company.
We collaborate and become a seamless extension of our clients’ team.
We see, listen, mentor, educate, inspire, support, direct, provide clarity and instil confidence within our team andour community.
We care about providing value, which is the fundamental centrepiece of what we do.
We’re all about honesty and integrity, authenticity and transparency. That’s how we roll.