{"id":1497,"date":"2025-02-25T08:10:12","date_gmt":"2025-02-25T08:10:12","guid":{"rendered":"https:\/\/agerapr.se\/?p=1497"},"modified":"2025-02-25T08:12:49","modified_gmt":"2025-02-25T08:12:49","slug":"rivalry-as-a-strategy-in-pr","status":"publish","type":"post","link":"https:\/\/agerapr.se\/en\/rivalry-as-a-strategy-in-pr\/","title":{"rendered":"Rivalry as a strategy in PR"},"content":{"rendered":"

Why stay neutral when you can stand out? Highlighting a rival has actually been shown to be an effective way of creating engagement and building a stronger relationship with your audience. McDonald\u2019s and Burger King, Coke and Pepsi, Apple and Microsoft \u2013 they\u2019ve all shown that rivalry can be a success factor. So ask a PR agency to assist, and look for a suitable rival as soon as you can! Or is it better to be cautious, in spite of everything?<\/p>\n


\nRivalry engages people and gets them talking<\/strong><\/p>\n

A rival is more than a competitor \u2013 it\u2019s someone who gets a lot of people to react, choose a side and talk about you both. A classic example in the way Pepsi and Coca-Cola attacked each other in the seventies. Pepsi challenged Coca-Cola, among others, to a blind test, won and used the results to launch a campaign that attracted massive attention. More people could benefit from that kind of energy.<\/p>\n

Studies<\/a>\u00a0show that this works. In an analysis of 1.5 million tweets from iconic rivals such as McDonald\u2019s and Burger King it was discovered that posts targeted at rivals generated more likes and retweets. People are quite simply more engaged when there\u2019s a clear \u2013 and entertaining \u2013 rivalry.<\/p>\n


\nHow can you turn rivalry into a strategy?<\/strong><\/p>\n

    \n
  1. Choose your rival carefully.<\/strong>\u00a0Discuss with your PR agency which rival can best create engagement. It’s a matter of finding an opponent your target group feels relevant and interesting.<\/li>\n
  2. Formulate a smart and balanced message.<\/strong>\u00a0A mix of humour and edginess often works best. Be prepared to stand out, but maintain a tone that comes across as professional and is respectful. Doing so builds credibility \u2013 but don\u2019t forget about the humour. A PR agency can help in fine-tuning the message.<\/li>\n
  3. Adapt the strategy to the platform.<\/strong>\u00a0There are a number of channels that can be suitable, everything from traditional media to Instagram. A well-planned PR strategy should take account of the strengths and weaknesses of each channel, and be chosen according to the target group.<\/li>\n
  4. Don\u2019t forget the ethical aspect.\u00a0<\/strong>There are some pretty substantial pitfalls here. You probably haven\u2019t thought about making the Swedish Cancer Society your rival, but even if your rival is another company you need to consider whether it\u2019s ethical. A company can tolerate being criticised by its competitor, but lies and personal attacks are not OK.<\/li>\n<\/ol>\n


    \n<\/strong>Not just for loyal customers<\/strong><\/p>\n

    What makes rivalry so interesting is that it doesn\u2019t just engage loyal customers. Research shows that a neutral audience \u2013 those who aren\u2019t already fans of the brand \u2013 are also positively influenced by this kind of communication. This represents an opportunity to reach a broader target group and attract new customers.<\/p>\n

    So rivalry is a strategy with great potential. By combining creativity with strategic thinking and support from a skilled PR agency it\u2019s possible to create campaigns that stand out and build both engagement and brand strength. Who might your ideal opponent be?<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Why stay neutral when you can stand out? Highlighting a rival has actually been shown to be an effective way of creating engagement and building a stronger relationship with your audience. McDonald\u2019s and Burger King, Coke and Pepsi, Apple and Microsoft \u2013 they\u2019ve all shown that rivalry can be a success factor. So ask a […]<\/p>\n","protected":false},"author":3,"featured_media":1418,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-1497","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nRivalry as a strategy in PR - En PR-byr\u00e5 i Stockholm<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agerapr.se\/en\/rivalry-as-a-strategy-in-pr\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rivalry as a strategy in PR - En PR-byr\u00e5 i Stockholm\" \/>\n<meta property=\"og:description\" content=\"Why stay neutral when you can stand out? 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