The next role PR can play for your company is… Category Creator

What this means:
You are solving a problem the market does not yet fully understand, so communications cannot start with your company alone. First, you need to help people understand the wider issue, why it matters now and why this space deserves attention. Only then can your company be properly understood in context.

Pitfalls if not actioned:
If the market does not understand the problem, it is unlikely to fully understand your company’s value. You may be miscategorised, compared against the wrong competitors or overlooked altogether, even if what you are building is genuinely important.

What to do next:
Focus on market education before heavy promotion. Clarify the category, defi ne the problem, explain the shift happening underneath it and make your leadership visible as credible voices helping the market make sense of it.