A successful media/analyst relations program starts with a solid company and product positioning platform. Walt & Company works with its clients to create/refine/evolve their positioning platforms through an iterative process, working with company executives, industry research, key industry analysts and influencers, and editors. As part of this process, we profile the individual target audiences for the company's messages, we identify key market drivers that accelerate the need for the company's products, and we articulate the unique value proposition that separates the company from its competitors. Based on this information, we develop sets of key messages for each target audience to be used in all communications.