How To…Identify And Differentiate Yourself From Your Competitors During Media Interviews

Picture this scenario: You've worked hard to get your company executive in front of a reporter, either in a print interview, a radio broadcast or a televised news segment. The questions so far have been great, delving deeply into your company, its market and what makes your product great. It feels like the reporter is going to write a good story about your company. Then it comes - the question you've been dreading: "So, who are your competitors?" It's a simple question, yet so many executives and spokespeople stumble over the answer.

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