How to Stand Out in PR: Highlighting the One Thing That Sets You Apart

Standing out is what leads to that media coverage you’ve been wanting. But with hundreds of businesses and organizations vying for attention, how do you cut through the noise? The answer is simple: Identify and showcase the ONE thing that makes you unique.

Whether you're the biggest, the fastest, the only one of your kind, or something else… finding that key differentiator and highlighting it in your PR efforts can significantly increase your chances of success.

Your uniqueness can even be, well, unique. For example, Reno calls itself "The Biggest Little City in the World" 

Why Being Unique is Critical for PR Success

Reporters, editors, and media professionals are constantly inundated with story ideas and pitches. Most of them are very similar—companies announcing a new product, service, or milestone. But what really captures a journalist's attention is a unique angle. Media outlets want to write about stories that resonate with their audience, and the easiest way to achieve that is by presenting something that stands out.

News = “new.” Being the "only one" doing something—or being the biggest, fastest, or most innovative—creates a hook. It grabs attention and tells the journalist that your story isn’t just another run-of-the-mill pitch. It’s something their readers, listeners, or viewers will find intriguing.

How to Identify What Makes You Stand Out

Before you can pitch your story to the media, you need to know what makes you unique. This requires some self-reflection and competitive analysis. Here's how you can go about identifying your unique selling proposition (USP):

1. Look at Your Industry

Start by taking a step back and analyzing your industry. What are the common practices? What do most of your competitors offer? Are there any gaps in the market that your business fills? Understanding this will help you see where you stand and where your uniqueness lies.

2. Compare Yourself to Competitors

Once you have a good grasp of your industry, compare your business to your competitors. Ask yourself:

• Are you offering a product or service that no one else provides?

• Are you the largest or most established company in your area?

• Do you serve a niche audience that others don’t focus on?

• Is your customer service faster or more personalized than others?

• Are your clients or customer saying great things about you that they aren’t saying about anyone else?

The goal here is to find a detail—big or small—that sets you apart. Even if it’s not the most obvious thing, it can still be compelling if positioned correctly.

3. Identify Your Unique Quality

Journalists love a good superlative. If you can say you’re the "only," "first," "largest," "fastest," or "most experienced" in your field, you’ll instantly capture attention. But be specific and make sure you can back up your claims with facts. Media outlets appreciate credibility.

Examples of What Might Make You Stand Out

Now that you know how to fins your unique qualities, let’s look at some common factors that can make your business PR-ready:

1. You’re the Biggest

If you’re the largest business in your area or industry, that’s a significant factor to highlight. Whether it’s the size of your operations, the number of customers you serve, or the impact you have, size often translates to influence.

Example: “We’re the largest organic food delivery service in the Midwest, serving over 10,000 families each month.”

2. You’re the Only One

If your business is the only one offering a specific product or service in a particular region or to a specific market, this uniqueness can make your story compelling to media outlets.

Example: “We’re the only eco-friendly dry cleaning service in the entire state.”

3. You’re the Fastest

Speed is often a key selling point, especially in today’s fast-paced world. If your business delivers results faster than the competition, make that known in your PR efforts.

Example: “We’re the fastest-growing tech startup in New York City, with revenue doubling each quarter.”

4. You’re the Most Popular

If your business has garnered popularity among a specific audience, use that as leverage. Journalists love stories about businesses that have a loyal customer base or growing popularity.

Example: “We’re the most-followed yoga studio on Instagram in our city, with over 50,000 engaged followers.”

5. You’re the Oldest

Longevity in business is a story in itself. If your business has been around for decades (or even centuries), it can be a testament to your expertise and resilience in the industry.

Example: “We’re the oldest family-owned bookstore in the region, operating since 1905.”

How to Incorporate Your Unique Selling Point Into Your PR Pitch

Once you’ve identified what makes you stand out, the next step is to incorporate that detail into your PR pitch. Here’s how you can do it effectively:

1. Lead with Your USP in the Subject Line

When you send a pitch to a media outlet, your subject line is your first impression. Make sure to include your unique selling point in a way that grabs attention.

Example: “The Only Zero-Waste Grocery Store in Town is Changing the Way We Shop”

2. Tie Your USP to a Broader Story

While your unique detail is important, it’s not the only thing that matters. Media outlets want stories that resonate with their audience. Make sure to connect your USP to a broader narrative, whether it’s a current trend, a community issue, or a customer success story.

Example: “As the fastest-growing solar energy provider in the state, we’re on a mission to make renewable energy accessible to every homeowner, helping the state meet its ambitious climate goals.”

3. Provide Proof

If you’re making a bold claim about being the biggest, fastest, or oldest, back it up with facts and data. Include specific numbers, milestones, or certifications to add credibility to your pitch.

Example: “We’ve served over 50,000 customers in the past year alone, growing our user base by 300%.”

Why Your USP Matters to Media Outlets’ Audiences

It’s not just about impressing the journalist; it’s about connecting with the media outlet’s audience. When you highlight what makes you unique, you’re offering something new and fresh to the readers, viewers, or listeners. They want to hear about businesses that stand out in a crowded marketplace—businesses that offer something no one else does and serves their community.

Your USP becomes the bridge between your business and the outlets’ audiences. It’s the reason they should care about your story and why the media outlet should feature it.

So, What Makes You Unique?

In PR, it’s not enough to just be good at what you do. You need to be different. Identifying the one special detail that sets you apart from the competition can dramatically increase your chances of securing media coverage.

So, what makes you stand out? Are you the biggest, the fastest, the only one in your area, or something else entirely? Research your competition, figure out what you’ve got that they don’t, and make that the focus of your PR strategy.

Ready to take your PR efforts to the next level? We can help you create your perfect pitch and highlight what makes you unique. Reach out today, or download our free guide on Walking Up the Media Ladder to start building your PR strategy now.