We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
One of the critical things you need to get clear about as you devise your marketing strategy is your value proposition or your unique selling proposition. You may be run a great company with quality products, but what is your ‘secret sauce’ – the one thing you have that your competitors don’t? If you haven’t defined what this is, you need to do so before you start spending any more energy or money on marketing.
Articulating your value proposition
It can sometimes be difficult for a company to define its value proposition. You may know what makes you special, but you may not know how to define that in terms that will matter to your customers and prospects. You may also be reluctant to ‘blow your horn,’ come right out and say, “This is what makes me great…” It helps to ask someone outside of your company – like your marketing agency – to define your value proposition for you. Make it their responsibility to do some research into your offering in the context of your market, and come back and tell you what makes you amazing. Then, of course, they will go on to develop a public relations and digital marketing strategy to tell the rest of the world what they’ve just told you.
No matter what business you’re in, you are probably operating in a fairly competitive market. Defining your value proposition will help you to stand out from everyone else, as well as establishing the core for an effective marketing strategy.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
