Note: This is the first in a series of stories on how midsize companies can earn a share of the spotlight against larger competitors -- by "punching up" with smarts, authenticity and resourcefulness.
Since my agency mostly serves mid-market technology companies, one of the most frequent refrains I hear on discovery calls with prospects is as follows: "We have a great product, but Company XXL sucks up all the media attention in our space. We just want to get our share of coverage, but it’s always Company XXL in every story."
This is often followed by: "We need you to make us seem bigger than we are. Can you do that?" My answer to that question is always the same: "We can’t make you bigger than you are, but we can level the playing field so people don’t care that you’re smaller."
Market-leading companies often have a lot of money to spend. That money results in a lot of awareness, and awareness often breeds press coverage. But that doesn’t mean the 800-pound gorilla is invincible.
Here are five things you can do internally to become more appealing to industry media:
Next up: Learn how Ben & Jerry's used whimsy, authenticity and social purpose to punch up against the giants of the ice cream business.
(This post originally appeared on Forbes.com.)