An Activist Tool for Competitive Advantage
Our Approach
Applied's key point of differentiation from competitors is to define public relations as a competitive and activist function. It's our belief that public relations must be used as a key weapon in a competitive marketing arsenal to put clients in positions of control and, in fact, muffle or isolate rivals in public discussions. We put our clients on the offense and competitors on the defense. We do this because technology markets are saturated and even the best ideas do not emerge without critical public inspections.

 
Competing through communications requires a skilled mix of strategy and tactical actions. It means simultaneously advancing a client's ideas and out-smarting competitors. It's a dual approach to communications that creates opportunities for our clients and protects them from market threats. Further, it builds positions that are lasting and which rivals cannot easily avoid or dismantle. In crowded and noisy markets, our goal is to help our clients dominate a discussion, not simply generate incremental publicity. Competitive advantage is our ultimate goal, and we believe it's what our clients should expect from their communications effort.

 
Competitive Plays
Competitive communications often utilizes a tool we call a "competitive play." A competitive play is a communications action that capitalizes on an opportunity or threat in the market that favorably positions a client and simultaneously stops the competition in its tracks.

Examples of Classic Competitive Plays:

 
Fast Action
To preempt a rival's announcement, counter a new campaign, or define an emerging issue, we move fast. With our innovative Fast Action® programs, we analyze new developments and determine appropriate actions to quickly influence the pundits, journalists, analysts and business leaders who shape the reputation and credibility of our clients. With the support of our clients, we can "crowd the news" of competitors, dilute the announcement and divert the editorial discussion.

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