If there is one overarching guideline of advertising, it's that companies should accentuate their benefits to consumers, while subtly highlighting negative attributes of their competitors. This rule of thumb has existed since the dawn of advertising, with well-known examples dating back several decades or the more recent Mac vs. PC. Although comparative advertising has worked well for ad agencies, the strategy is conspicuously absent from most PR campaigns. PR professionals typically take the “high road” and recommend that their clients ...