Our goal is to develop a comparative blog post that charts our digital PR firm vs competition. To frame (just for your context/understanding), we have in-house or out-of-house: - in-house is personal, perceived as more reliable long-term, can be cheaper (in $ not time) - out-of-house has quicker ramp-up period due to experience, can be cheaper (in time not $) - (Technically there is a third option: agencies that build the department inside another business. Reveals "I am good, but I don't want you to be dependent on me." Gets rid of the fear that you suck or they are dependent on you.) If a prospect is decided on going out-of-house, there are a few options: 1. Large firm → premium ("expensive") option, industry leaders, greatest track record, high-tech, assigned account reps that run a checklist. Appealing to "conservatives" and "laggards". E.g., Edelman, Burson, Weber Shandwick 2. RSPR → value ("boutique", quality without the enterprise overhead) option, personal, technically savvy ("digital PR" which encompasses digital content and online channels, using SEO, content marketing, and social media), has good track record, never passed off to Junior, resources to "answer your call anytime". Appealing to "pragmatists" with $. 3. "mom-and-pop shop" → budget option, personal but may be less experienced or resource limited, can be technically lagging ("traditional PR" which focuses on legacy media like print and broadcast radio and TV) or lacking the track record, might align better with the company's values. Appealing to "pragmatists" without $. 4. startup → similar to mom-and-pop, but may be on the bleeding edge of tech, can lack the track record. Appealing to "visionaries" and "technology enthusiasts" 5. Consultants 6. nearshoring vs offshoring Digital PR has fully integrated beyond traditional PR for most except the "mom-and-pop" category. That said, AI and automation are big differentiators right now. Additionally, smaller agencies leverage geographic arbitrage or vertical specialization to compete against larger firms. The blog post would probably involve name-dropping 2-3 companies in each category and comparing them objectively. Open with the pain: "You've decided to outsource PR, but now you're drowning in options..." This could include comparing what matters most to buyers: - Speed to results (startup vs enterprise timelines) - Risk management (track record vs innovation) - Relationship model (transactional vs partnership) - Specialization depth (generalist vs digital-first expertise) - Tech stack sophistication (proprietary tools vs off-the-shelf vs manual processes; kinda just the speed point, but we can talk AI here) - Geographic coverage (global reach vs regional focus) - Cost efficiency and pricing (reflects value positioning) - Premium: $15,000-50,000+ - Boutique: $10,000-15,000 - Budget: $2,500-5,000 Each option should have explicit pros AND cons: - Large firms: "You get proven processes but may feel like just another account number" - Mom-and-pop: "You get the owner's attention but may hit capacity limits during growth" Maybe end with "Where RSPR fits - and where we don't" (CTA) (filter qualified leads). It's worth noting that we specialize in B2B and financial press. - Best fit: B2B financial services seeking growth due to our regulatory expertise (Fed) and financial press relationships. - Worst fit: B2C, global campaigns, social media