Getting Media Coverage That Will Grow Your Business - In Under 10 Weeks

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Getting Media Coverage
that will Grow Your
Business
—In under 10 weeks
and

Leverage PR | ©Copyright 2012

Expert at applying creative PR and marketing
Joy Schoffler
Principal 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

@JoySchoffler full service marketing, publicity services and training for
smaller firms looking to execute their own campaigns
@LeveragePR


PR Pro with knack for getting major media coverage
Jennifer Gooding
Partner 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.

@LeveragePR


Why Media Attention Matters

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

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

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

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

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

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

Tell a Good Story
PR 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

• 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

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

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

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

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

• 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 Warning
What you MUST have in place Before you Pitch

• 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 Warning
What you MUST have in place Before you Pitch
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.


Connect with us to learn more about
Leveraging PR to grow your business! Questions?
www.leverage-pr.com
Jennifer@leverage-pr.com
Subscribe to our blog for free tips:
http://www.leverage-pr.com/blog/ 512-271-9489

We love to be “Liked”
Growth Based
@LeveragePR
@JoyScoffler
Public Relations
Facebook.com/LeveragePR

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Getting Media Coverage That Will Grow Your Business - In Under 10 Weeks

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