Build public relations into your company: Gary Fishman, Managing Director at Anreder & Company in New York City Presents to the HTR LaunchPad
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Even during the lean startup phase of your company, beginning to think through establishing yourself as an expert can make a big difference. http://www.htrlaunchpad.wordpress.com
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Build public relations into your company: Gary Fishman, Managing Director at Anreder & Company in New York City Presents to the HTR LaunchPad
- 1. Anreder & Company Expand Awareness New York City and Los Angeles Attract Investors Increase Sales Build PR into Your Business How to Grow Your Business Faster and Cheaper Public & Investor Relations for Banks, Business & Wall Street
- 2. Why Did 60 Minutes Turn to Joe Saluzzi? § 2003: Themis founded by two unknown stock traders § 2010: Firm well known on Wall Street § 2011: 60 Minutes features Themis as experts on trading problems § Today: Business growing, compe>>on dying § How? Used new digital technology to build PR into their business Themis partner Joe Saluzzi on 60 Minutes Anreder & Company 2
- 3. PR: Fast Way to Grow Your Business § Media will cover you § Generate word of mouth § Message is repeatable and relevant § Easier to drive sales and raise capital § Your mother understands what you do Anreder & Company 3
- 4. PR: The Old Model Message § Manufactured product Distribu9on Audience § Tradi>onal Media § Fax § News Release Wire Anreder & Company § Mail § Phone § Customers 4
- 5. PR: The New Model Message § Technology service Distribu9on Audience § Phone/Mail/Fax § News Release Wire § Website § Tradi9onal Media § Blog § Customers § Facebook § Direct Emails Feedback Loop § Followers § Google § Untradi9onal Media § Much stronger than ever existed before § TwiMer § Video/YouTube Anreder & Company 5
- 6. 6 Major Power Shifts 1. Digital 2. Less Cost 3. Greater Reach 4. Greater Speed 5. Greater Impact 6. Driven by Content Anreder & Company 6
- 7. Content Rules • Become the expert on the problem your business solves • This determines the audiences that would be interested • Investors look at whether you are the right vehicle to profit from the problem Anreder & Company 7
- 8. What’s Your Problem? 1. What is the problem your business solves? 2. How is it significant to others? 3. Why now? Anreder & Company 8
- 9. Who Made You the Expert? 1. Macro: Can you talk about the problem – qualita>vely and quan>ta>vely? 2. Micro: Can you talk about how your business solves the problem – qualita>vely and quan>ta>vely? 3. Ac9on: What are you doing about it – beyond trying to make money for yourself? Anreder & Company 9
- 10. Slogan: Your 1.5 Seconds of Fame • The new elevator speech • Makes it easy to understand new products / services • For unknown en>>es, compare to something people already appreciate Anreder & Company 10
- 11. Who Wants to Know? Everybody? Or A Few Special Fans? Anreder & Company 11
- 12. Good Example: Invictus Consulting • Stress tests banks to determine whether they have enough capital • Issues reports on bank industry health • The CEO • Expert on real life effect of bank regula>ons • Speaks to bank groups weekly • Talks to any legit media • Believes media coverage has enhanced credibility and awareness Anreder & Company Generated 60 clients in first full year of operaDons 12
- 13. Success! You, too, can own this face of pure grit and accomplishment Anreder & Company 13