The most effective strategy to bolster a PR campaign’s success is to do something different, that is, something worth talking about. Think Apple.

However, not every company has the ability (or the R & D budget) to continually innovate and redefine its industry, so below we take a look at a sampling of tools that can position organizations as thought-leaders and capture the attention of mainstream and social media:

1. Authoritative Surveys: Conduct and publish surveys on topics relevant to your industry, and your expertise.


2. Blogs: In this Web 2.0 world, if you’re not blogging, then you’re not an expert. So check out the Corporate Blog Creative Brief, and get started. 


3. By-Lined Articles: Find trade magazines and online resources that accept and publish by-lined articles from experts.


4. Newsletters: Share tips and insight with internal and external audiences through print or electronic Newsletters. 


5. Online Forums: Contribute to relevant online forums.


6. Podcasts: Podcasts give audiences the ability to listen when they want, where they want and how they want, and they give your organization the opportunity to differentiate from the competition and be further positioned as an innovator and industry leader.


7. Seminars: Host seminars that give customers and prospects the knowledge and tools needed to grow their businesses.  


8. Social Networking: Join LinkedIn, build your network and post responses in the new Answers section. 


9. Speaking Engagements: Share what you know with trade and professional organizations as a featured speaker or panel member.


10. Webinars: Educate and inform target audiences in a virtual classroom. Webinars offer a convenient and effective venue to conduct interactive presentations and discussions.

Public relations is all about building relationships and communications, and contributing to the discussion. So stop focusing on getting "covered" in the media, and start thinking about how your business can be different, and make a difference.