Carving Out Your Niche: The PR Pro’s Guide to Category Creation
Offleash PR
Delivering big-agency services wrapped in a high-touch boutique model. 2024 Inc. Power Partner.
Picture this: It’s 2007, and you’re pitching a car service that doesn’t own any cars. Or it’s 1997, and you’re trying to convince people to stream movies over the internet instead of renting DVDs. Sounds far-fetched, right? Yet these once-outlandish concepts became Uber and Netflix – companies that didn’t just enter existing markets but created entirely new categories.
At Offleash, we’ve helped create categories with early movers like Alation (data catalog), Apigee (API management), Mist (AI networking), Snowflake (cloud data warehouse), and Sumo Logic (continuous intelligence), among other clients. These and other technology leaders recognized a need or a market shift before others. Creating a category isn’t all about technology—it is often about winning hearts and minds to shape a market.?
Category creation is the holy grail of business innovation. It’s about more than just developing a great product; it’s about reshaping how people think about solving a problem. Whether you’re aiming to carve out an entirely new space or make waves within your current category, the path to success requires strategy, persistence, and a dash of audacity.
Let’s take a look at the key steps for creating successful categories and how important PR and marketing are in making it happen.
“Alone we can do so little; together we can do so much.” — Helen Keller
At Offleash, we believe in the power of collaboration and partnership to achieve the highest success. We don’t just work hard for our clients—we work hard to become true, trusted partners, dedicated to the success of their business every day, at every stage of their journey.
The Inc. Power Partner Awards honor B2B organizations across the country that have proven track records supporting entrepreneurs and helping startups grow. After receiving thousands of applications, this year’s list recognizes Offleash among 359 companies in marketing and advertising, health and wellness, financial services, legal, logistics, public relations, and productivity, as well as other critical areas of business.
If you’ve been paying attention to cyber news over the past decade, chances are you’ve read a piece written (or edited) by Greg Otto. Greg recently returned to CyberScoop as editor in chief and oversees all of the publication’s content. He and his team cover cybersecurity regulation, emerging vulnerabilities, and public sector threats.?
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Offleash Senior Media Relations Manager, Bianca Gorospe, recently sat down with Greg to chat about how cyber journalism has changed, what trends he and his team are interested in covering, and one of his favorite stories that he’s worked on during his career so far.
Read more client coverage here .
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