There’s something we’ve noticed in media stories about current trends in tech…everyone seems to be saying the same thing.
But when it comes to sharing insights and commentary with the press, we often tell our clients to do something completely different. Instead of being the loudest voice in the room – be the one saying something else.
We call it the contrarian angle. And for B2B brands especially, it can be one of the most powerful tools in your thought leadership toolkit.
Why PR Is The Perfect Place For A Counterpoint
Yes, this may sound counterintuitive – but let’s take a moment to think about how PR works. Reporters are inundated with pitches from tech companies hoping for coverage – to the tune of hundreds of emails a day, if not more. And when a new trend takes hold – whether it’s AI, remote work, cybersecurity, you name it – the onslaught is even worse, as media inboxes get flooded with pitches from companies that want to ride the wave. But often, all of these experts are simply confirming what we already know. The technology is transformative. The future is bright. The market is booming.
That’s when a reporter starts looking for the other side of the story. And if you’re a credible source willing to give it to them, you might just be their most interesting pitch of the day.
How We Leveraged a Contrary POV to Land Forbes
Let’s take AI for example. We recently secured an interview with Forbes for our client, a leader in conversational AI technology, to comment on industry trends and predictions. While a typical conversation on this topic would focus on potential growth and future successes, the CEO shared a different perspective: too many companies are moving too quickly on AI, resulting in too many promises and not enough successes. His take? “This year’s AI story will be defined not by breakthroughs, but by breakdowns.”
That’s not doom and gloom. It’s a precise, experience-backed observation that nobody else was putting on the record. The Forbes writer knew that – and ran with it. His story headline – Why This CEO Believes AI Failures Will Dominate The Headlines – set the tone for the story, with our client’s quotes guiding the narrative throughout.
It’s Not Just Tech: Hot Takes Work Across Industries
Sometimes it’s easy to see two sides of the story, especially on the corporate/tech side of things – like the debate we’re seeing now over remote work in the wake of recent return-to-office mandates, for example. But consumer brands can do this too. One example of this is over ten years old but still a great case study to this day. Back in 2015, when every retailer was locked in a race for Black Friday dollars, outdoor retailer REI did exactly the opposite of everyone else: it closed all 143 stores and paid its employees to spend the day outdoors. Did they lose Black Friday sales? Probably. But the move generated 2.7 billion media impressions in just 24 hours – and the campaign has run every year since. That’s the contrarian strategy at work. And it’s available to any brand willing to act on it.
The “But” – Contrarian Does Not Mean Controversial
Still – there’s an important distinction to be made when we think about how to position a contrarian point of view. A contrarian angle is grounded in real experience and backed by specifics. It’s not just saying the opposite of whatever’s trending – that’s just noise, and it can damage your credibility fast.
We’ve seen founders stake out bold positions just for the sake of being bold, or to knock the competition in a provocative way. That might generate one story, but it rarely generates a second. A contrarian take that earns sustained coverage is:
- Rooted in direct experience
- Backed by real data and examples
- Stands up to tough questions
- Comes ahead of other POVs like it
How to Find Your Contrarian Angle
The good news? Most B2B leaders already have a contrarian view. They just haven’t articulated it yet. Here are a few ways to start the process:
- Consider the prevailing message or metric everyone’s quoting in your industry. Do you agree with it? If not, why?
- Think about what your customers are saying or doing. Does it line up with the trends/media hype? If not, can you share why/how?
- Look at your own company philosophy and best practices. Do you take a different approach? Is it working – and worth sharing?
For B2B brands, the credibility advantage of a contrary perspective in PR is real. The media doesn’t always need another company telling them how bright the future is. They need someone who can tell them what’s actually happening on the ground in your space. That someone could be you.
Ready to develop your thought leadership angle and get it in front of the right press? Send us a note at makesomenoise@resoundmarketing.com or schedule a call today.