PR Packs a Multi-Million Dollar Punch

From time to time, we’ll be sharing with you some PR case studies. These case studies will help to identify the key elements to a successful PR campaign. Our hope is they will help you use PR to achieve your business goals. Today’s case study is from my Director of Client Services at Cross Border Communications, Jackie Peterson.

Since jumping into the PR game a few years ago, I have learned plenty about media and delivering messages effectively. I feel fortunate to have met people running businesses from all walks of life in many different realms.

The best part of PR is meeting the entrepreneurs. They are equal parts creative, passionate and life-loving, with a dash of wild and a pinch of crazy.

In other words, we get along swimmingly.

Helping them achieve their vision is most rewarding. Probably one of the most illustrative examples of the power of PR happened in 2010, when I worked with a company looking to raise money for a private fund.

Before PR

This company had an experienced team of engineers who planned to strategically invest the capital they raised, to earn returns on oil and gas drilling projects.

Their first two rounds of financing got them $6 and $8 million dollars, respectively. Not bad, but considering a single project can have a price tag of $5 million, the guys thought it best to ramp up their efforts.

After PR

After working with them to sing their story from the rooftops, they appeared in national press, on business TV and investment magazines. In the next two rounds of funds-raising, this company garnered $27 million and $25 million dollars.

Media coverage happened because their product was unique and their PR campaign targeted a very focused audience through careful research.

“Jackie, We at Cado Bancorp couldn’t be more pleased with all your efforts. You’ve really helped put us and our funds on the map as a solid place for investors to put their money. Our third WCSB fund raised almost four times more than the second, and in a tough summer market. The media attention helped enormously! Our other funds have also benefitted and we value your connections and ideas. We look forward to continuing working with you to build our business.”

- Shane Doyle, Managing Partner CADO Bancorp Ltd.

Your Take-Home Points

In many campaigns, measuring success is not so black and white. But at the end of the day if you want your phone to ring, to sell a product or attract investors, strategic media coverage can help you meet those goals.

If you are looking for the best possible results from media exposure, ask yourself these simple to ask, but sometimes hard to answer questions:

• How can you make your story unique?

• Who wants to hear it?

• Why should they care?

• What does your dream headline look like and where would it appear?

Your Thoughts

What can you change in the way you do PR so you can get a much bigger impact from your efforts? Or have you already experienced remarkable results with PR? Share your experiences, thoughts, and questions by posting a comment below.

Image from Crestock Creative Images

Jackie Peterson works with Elena Verlee as Director of Client Services at Cross Border Communications, a full-service PR agency for technology companies. Jackie specializes in attracting investor interest to deserving but neglected companies.

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Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies.

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