— Martha Graham
One of the first things I ask a potential client is "What are your onlys?" After they stammer for a second, I explain: "What makes you unique to everyone else? What do you offer that no one else offers? Answer that question, and our PR campaign begins." Some people know the answer immediately. Others do not. Part of a publicist's job is to find those "ONLYs."
In the theme park world, their ticket sales are based on having the fastest, the tallest, or the longest ride. Notice the -est. Your "only" might be an 'est.
I recently did a short campaign for an insurance group and asked them that question. They immediately answered it, yet they had never TOLD anyone about it. Most companies, artists, authors, and ministries have some "onlys" they can talk about. And if by chance they don't have any, they can always create some.
Christians who have gifts to share sometimes feel at odds with what they deem as bragging or "tooting their own horn." But if you have an effective ministry, if your product or service fills a need, if you have something to contribute to the betterment of society, is it really the Christian thing to do to keep it a secret?
14 "You are the light of the world. A city on a hill cannot be hidden. 15 Neither do people light a lamp and put it under a bowl. Instead they put it on its stand, and it gives light to everyone in the house. 16 In the same way, let your light shine before men, that they may see your good deeds and praise your Father in heaven.-- Matthew 5
Whether you are a singer, author or corporation, if you live by Christian principles, you should be more than willing to tell others about the gifts bestowed on you from God. Discover your ONLYs and embrace them as part of your identity. God gave them to you for one simple reason -- to share them.
Now, go hire a publicist -- and tell everybody.