Presented by               Getting Media Coverage                 that will Grow Your                       Business      ...
Expert at applying creative PR and marketing     Joy Schoffler        Principal                   techniques to help compa...
PR Pro with knack for getting major media coverage  Jennifer Gooding      Partner                                   for la...
Why Media Attention MattersWhen you stand out—others notice•   Investor dollars•   Mainstream press•   Expert reputation• ...
Week 1: Preparing your Business for                     Media AttentionWhat does the outside world see when they look at y...
Week 2: Building your Social Media PresenceTo Influence you have to become an Influencer!                                 ...
Week 3: Plotting your CourseEvery good publicity campaign begins with a clear understanding of what acompany wishes to acc...
Week 4: Building your Target Media ListResearch and Writing the Keys to Publicity Success• Build a media list.• Set Google...
Week 5: Planning your Media Calendar for Success            Failing to Plan is Planning to Fail7 Steps to Media Planning S...
Week 6: Finding your Angle & Writing a PitchTell a Good StoryPR isn’t simply about stating facts or announcing straightfor...
Week 7: Building Relationships with the Media• Offer an exclusive on data• Set Google Alerts for your industry• Connect to...
Week 8: Being an Expert in the Eyes of your                Investors and Media   You’re the expert, but do you look like  ...
Week 9: Pitching, Revisions and more Pitching    Better bring your best to the mound• Best times and days are to pitch• Ho...
Week 9 (cont): The Interview            Get ready for “The interview”• Prepare and ensure you have data/trends on hand• Be...
Week 10: Leveraging your Publicity to Reach                 Business Goals     Hey, there’s my name! Now what?• Use influe...
A Special Note to Crowdfunding Companies• Being quoted as a subject matter expert will give you an advantageover your peer...
A Word of Warning       What you MUST have in place Before you Pitch• Business plan or solid understanding of your busines...
A Word of Warning       What you MUST have in place Before you PitchAll Startup America clients willreceive an 8% discount...
Connect with us to learn more aboutLeveraging PR to grow your business!       Questions?         www.leverage-pr.com      ...
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Getting Media Coverage That Will Grow Your Business - In Under 10 Weeks

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Joy Schoffler and Jennifer Gooding of Leverage PR share advice on why media coverage matters and how to utilize it in growing your business.

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  • Have you ever seen a product in a magazine or newspaper and wondered, how they go there? Today you are going to learn the secret to getting publicity for your start-up
  • So is a strong tailored bio, website and blog. In this segment, we review the steps needed to do a “spring cleaning” of your social media profiles and connections, and how to build a professional image on a shoestring budget. This segment will cover all of the basics of design that you need to know in order to brand your company through social media profiles. We will teach you how to find and train interns to manage this, complete with SOPs to walk you through step-by-step setting up and managing the process. The steps in week one and two help you build a strong foundation for your brand. Remember that it takes awhile to build a social media presence.
  • So is a strong tailored bio, website and blog. In this segment, we review the steps needed to do a “spring cleaning” of your social media profiles and connections, and how to build a professional image on a shoestring budget. This segment will cover all of the basics of design that you need to know in order to brand your company through social media profiles. We will teach you how to find and train interns to manage this, complete with SOPs to walk you through step-by-step setting up and managing the process. The steps in week one and two help you build a strong foundation for your brand. Remember that it takes awhile to build a social media presence.
  • Influencers have more page views of their articles.
  • With the proper foundation in place, now its time to tackle how to do proper market research you will need to be successful with both the media and investors. Any good entrepreneur is always on top of industry news. You must cultivate a list of publications you read, blogs to subscribe to and influencers you should follow. For a startup, these are going to be the first targets on the list to grow a company with the most speed and agility. Doing this routinely you will learn to do the following:
  • Jenn—tell new client story (how they came to use because we were at the top of investor relations and PR search (even though we don’t spend a penny on SEO)
  • Jenn—tell new client story (how they came to use because we were at the top of investor relations and PR search (even though we don’t spend a penny on SEO)
  • Jenn—tell new client story (how they came to use because we were at the top of investor relations and PR search (even though we don’t spend a penny on SEO)
  • Transcript of "Getting Media Coverage That Will Grow Your Business - In Under 10 Weeks"

    1. 1. Presented by Getting Media Coverage that will Grow Your Business —In under 10 weeks and Leverage PR | ©Copyright 2012
    2. 2. 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 @LeveragePRLeverage PR | ©Copyright 2012
    3. 3. 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. @LeveragePRLeverage PR | ©Copyright 2012
    4. 4. Why Media Attention MattersWhen you stand out—others notice• Investor dollars• Mainstream press• Expert reputation• Speaking engagements• Analyst interest• Writing opportunities• Partnership opportunities• Customers• Better terms with suppliers Leverage PR | ©Copyright 2012
    5. 5. Week 1: Preparing your Business for Media AttentionWhat 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 Leverage PR | ©Copyright 2012
    6. 6. Week 2: Building your Social Media PresenceTo Influence you have to become an Influencer! •LinkedIn Groups for your Industry •Paper.li •Listorious •Klout •The golden rule •Share good content and engage Leverage PR | ©Copyright 2012
    7. 7. Week 3: Plotting your CourseEvery good publicity campaign begins with a clear understanding of what acompany 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 considereda success Leverage PR | ©Copyright 2012
    8. 8. Week 4: Building your Target Media ListResearch 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. Leverage PR | ©Copyright 2012
    9. 9. Week 5: Planning your Media Calendar for Success Failing to Plan is Planning to Fail7 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 Leverage PR | ©Copyright 2012
    10. 10. Week 6: Finding your Angle & Writing a PitchTell a Good StoryPR isn’t simply about stating facts or announcing straightforward news. It’s abouttelling a good story to the right audience at the right time. A great press release/emailpitch is crafted to tell the story behind the words, to trigger ideas and possibilities inother people’s heads and to indicate the direction your company is going, withoutstating 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• EventsNIM" test: new, interesting, and memorable. Leverage PR | ©Copyright 2012
    11. 11. 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 Leverage PR | ©Copyright 2012
    12. 12. 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 Leverage PR | ©Copyright 2012
    13. 13. 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 Leverage PR | ©Copyright 2012
    14. 14. 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 Leverage PR | ©Copyright 2012
    15. 15. 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 Leverage PR | ©Copyright 2012
    16. 16. A Special Note to Crowdfunding Companies• Being quoted as a subject matter expert will give you an advantageover your peers who are just telling people they are experts•Dramatically improved search results will increase site traffic and bemore 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 increasecompany profile Leverage PR | ©Copyright 2012
    17. 17. 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 Leverage PR | ©Copyright 2012
    18. 18. A Word of Warning What you MUST have in place Before you PitchAll Startup America clients willreceive an 8% discount off our newline of Startup PR, PR Training andCrowdfunding PR ServicesEnter “STARTUP” at checkout toredeem. Leverage PR | ©Copyright 2012
    19. 19. Connect with us to learn more aboutLeveraging 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 Place Logo Here, Otherwise Delete Box Leverage PR | ©Copyright 2012
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