Expert Topic
Actionable Messaging and Competitive Positioning
Actionable messaging and competitive positioning describes the way a company, candidate or institution creates a preference in its market or target audience for its goods, services or ideas. It is the mandatory basis for a successful public relations and marketing program.
Done well, it has influence over a host of activities, ranging from naming and recruiting to fundraising. As a result, it is the best first step when creating a communications program.
By answering a set of five essential questions –
Done well, it has influence over a host of activities, ranging from naming and recruiting to fundraising. As a result, it is the best first step when creating a communications program.
By answering a set of five essential questions –
- Who are you?
- What do you do and what problem do you solve?
- Who are your competitors?
- What does the market expect?
- Who says so?
Meet the
Expert
About John
- President, Credible Context consultancy
- Board Member, International Association of Privacy Professionals
- Board Member, TRUSTe
- General Manager, Fitzgerald Communications
- General Manager, Fleishman-Hillard
- Deputy General Manager, Hill & Knowlton
Experience
President
•
Credible Context
2009
—
Present
- Helps companies market their products, services, even themselves by tapping into the persuasive power of their own story
- Clients include: Neustar, Signature BioScience, Sapient, Oracle, RKO General
Managing Director
•
Zeno Group
2003
—
2007
- Communications Agency specializing in consumer marketing, corporate affairs, digital engagement for healthcare and technology companies
General Manager
•
Fitzgerald Communications
1999
—
2003
- San Francisco Bay Area-adjunct to a Boston-based, high technology oriented communications consultantcy.
General Manager
•
Fleishman-Hillard
1996
—
1999
- San Francisco-based office of a global public relations agency based in St. Louis.
Deputy General Manager
•
Hill & Knowlton
1983
—
1996
- GM of Washington, DC office
- Senior Vice President, Gray & Co. acquired by Hill & Knowlton, 1986
Education
Rutgers, The State University of New Jersey
BA, Communications, 1974
Academic Awards
Gannett Journalism ScholarshipBoards
- Board of Directors, International Association of Privacy Professionals (2002-2008).
- Board of Directors, TRUSTe (1997-2004).
- Board of Directors, Market Street Railway (2001-Present).
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