getting media coverage that will grow your business - in under 10 weeks
DESCRIPTION
Joy Schoffler and Jennifer Gooding of Leverage PR share advice on why media coverage matters and how to utilize it in growing your business.TRANSCRIPT
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Getting Media Coverage that will Grow Your
Business—In under 10 weeks
Leverage PR | ©Copyright 2012
Expert at applying creative PR and marketing
techniques to help companies raise capital and grow
• Her companies have made the INC. 500 list multiple times• Raised $25M in capital - over $20 million individually• Taken ideas to $5M in funding in under two years• Secured numerous F500 accounts in first year of operations• Saved thousands by implementing tech-savvy marketing
strategies that could be executed by interns• Secured national and local press coverage, including TV,
newspapers, major national and trade magazines (with cover stories), speaking engagements, and numerous social media outlet mentions
Leverage PR works with growth-phase companies to provide
full service marketing, publicity services and training for
smaller firms looking to execute their own campaigns
Joy SchofflerPrincipal
@JoySchoffler
@LeveragePR
Leverage PR | ©Copyright 2012
PR Pro with knack for getting major media coverage
for large & small companies
Jennifer Gooding, Partner at Leverage PR has spent her career helping organizations grow and prosper through creative public relations strategies.
Within her former roll as the Media Director for the Austin Chamber of Commerce, she lead the fight to ensure the voice of the entrepreneurial community was heard, garnering major coverage for the Greater Austin Tech Partnership, helping to launch Startup Texas and securing extensive media coverage for companies in sought-after publications and outlets including BBC, CNN, The Economist, Entrepreneur, INC., Financial Times of London, Forbes, Fortune, L.A. Times, Smart Money, Tech Crunch, TIME Magazine, and WSJ.
Jennifer GoodingPartner
@LeveragePR
Leverage PR | ©Copyright 2012
Why Media Attention Matters
Leverage PR | ©Copyright 2012
When you stand out—others notice
• Investor dollars• Mainstream press• Expert reputation• Speaking engagements• Analyst interest• Writing opportunities• Partnership opportunities• Customers• Better terms with suppliers
Week 1: Preparing your Business for Media Attention
Leverage PR | ©Copyright 2012
What does the outside world see when they look at your company?
Your online presence is everything!
• Websites• Logo/ design• Business cards• Social media profiles and streams • Bio• Branding and imaging
Week 2: Building your Social Media Presence
Leverage PR | ©Copyright 2012
To Influence you have to become an Influencer!
•LinkedIn Groups for your Industry•Paper.li•Listorious•Klout •The golden rule•Share good content and engage
Week 3: Plotting your Course
Leverage PR | ©Copyright 2012
Every good publicity campaign begins with a clear understanding of what a company wishes to accomplish.
Short term, medium term and long term goals need to be defined.
PR campaigns should achieve your overall business objectives, to be considered a success
Week 4: Building your Target Media List
Leverage PR | ©Copyright 2012
Research and Writing the Keys to Publicity Success
• Build a media list. • Set Google alerts and craft your pitches based on these alerts.• How to find the perfect investors online—without soliciting them.
Week 5: Planning your Media Calendar for Success
Leverage PR | ©Copyright 2012
Failing to Plan is Planning to Fail
7 Steps to Media Planning Success:
• Press releases• Why email is more effective than a press release• Speaking engagements and award nominations• Instruction on how to turn recommenders into investors• Content creation best practices• The “pitching” schedule road map • Editorial calendars and lead times
Week 6: Finding your Angle & Writing a Pitch
Leverage PR | ©Copyright 2012
Tell a Good StoryPR isn’t simply about stating facts or announcing straightforward news. It’s about telling a good story to the right audience at the right time. A great press release/email pitch is crafted to tell the story behind the words, to trigger ideas and possibilities in other people’s heads and to indicate the direction your company is going, without stating it explicitly.
What is your Story?Not sure how to tell your story? Here are a few steps you can take to find your angle. Break your organization down into three categories:• People• Mission• Events
NIM" test: new, interesting, and memorable.
Week 7: Building Relationships with the Media
Leverage PR | ©Copyright 2012
• Offer an exclusive on data • Set Google Alerts for your industry• Connect to reporters on social media• Share their content • Comment on their stories• Offer to help them • NEVER MISS A DEADLINE• Don’t Pitch off Topic• HARO and ProfNet
Week 8: Being an Expert in the Eyes of your Investors and Media
Leverage PR | ©Copyright 2012
You’re the expert, but do you look like one?
• Produce content that will attract readers• Learn how to produce original data• Know when data will be released for your
industry and offer to provide insight a week prior• Pitch based upon trends• Be available to media when needed
Gain attention, grow your business, secure coverage and get funded
Week 9: Pitching, Revisions and more Pitching
Leverage PR | ©Copyright 2012
Better bring your best to the mound
• Best times and days are to pitch• How you should pitch?• Who should you pitch, first?• Create compelling sound bites• Revise your pitch around the message people hear• Develop a 20-second elevator pitch
• What problem are you solving with your solution?
• Expect the best, plan for the worst and prepare to be surprised
• Use feedback to revise your pitch
Closing the media and closing investors for a capital raise follow a similar path
Week 9 (cont): The Interview
Leverage PR | ©Copyright 2012
Get ready for “The interview”
• Prepare and ensure you have data/trends on hand• Be on time• Work your goals into your angle
• Use data that shows your strength• Learn how to talk and write in sound bites• Transition an interview to highlight key topics
important to you• Stay in control of the interview• Do’s and don’ts on how to handle tricky interviews• Recognize and avoid landmines• What to say if you don’t know an answer you should• Always send a follow up interview summarizing the
data and points you want them to print Capitalize on your 5 minutes of fame
Week 10: Leveraging your Publicity to Reach Business Goals
Leverage PR | ©Copyright 2012
Hey, there’s my name! Now what?
• Use influencers to spread your coverage• Use coverage to close investors and customers• Ensure your content is curated to your deal room
(If crowdfunding)• Include your coverage in investor presentations• Use your coverage to attract the right talent• Use coverage to leverage more media attention• Use social media to promote yourself• You’re out there, make it work for you
A Special Note to Crowdfunding Companies
Leverage PR | ©Copyright 2012
• Being quoted as a subject matter expert will give you an advantage over your peers who are just telling people they are experts
•Dramatically improved search results will increase site traffic and be more impressive in the online due diligence process for investors
• Increases your credibility to potential customers
• Could be used as a way to show there is a market for your services
• Include coverage in investor packages and deal rooms to increase company profile
A Word of WarningWhat you MUST have in place Before you Pitch
Leverage PR | ©Copyright 2012
• Business plan or solid understanding of your business and goals
• A professional looking website even if it is just a short low
information site
• A media plan that defines your goals
A Word of WarningWhat you MUST have in place Before you Pitch
Leverage PR | ©Copyright 2012
All Startup America clients will receive an 8% discount off our new line of Startup PR, PR Training and Crowdfunding PR Services
Enter “STARTUP” at checkout to redeem.
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Growth Based Public Relations
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Leverage PR | ©Copyright 2012