Build public relations into your company: Gary Fishman, Managing Director at Anreder & Company in...

How to Grow Your Business Faster and Cheaper

Anreder & Company

Expand Awareness

Public & Investor Relations for Banks, Business & Wall Street

New York City and Los Angeles

Build PR into Your Business

Increase Sales

Attract Investors

Why Did 60 Minutes Turn to Joe Saluzzi?

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§  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

PR: Fast Way to Grow Your Business

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§  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

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Message Distribu9on Audience

§  Manufactured product

§  Mail §  Phone §  Fax §  News Release Wire

§  Tradi>onal Media

§  Customers

PR: The Old Model

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Message Distribu9on Audience Feedback Loop

§  Technology service

§  Phone/Mail/Fax §  News Release Wire

§  Website §  Blog §  Facebook §  Direct Emails §  TwiMer §  Video/YouTube

§  Tradi9onal Media

§  Untradi9onal Media

§  Customers §  Followers §  Google

§  Much stronger than ever existed before

PR: The New Model

6 Major Power Shifts

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1.  Digital

2.  Less Cost

3.  Greater Reach

4.  Greater Speed

5.  Greater Impact

6.  Driven by Content

Content Rules

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•  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

What’s Your Problem?

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1.   What is the problem your business solves?

2.   How is it significant to others?

3.   Why now?

Who Made You the Expert?

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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?

Slogan: Your 1.5 Seconds of Fame

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•  The new elevator speech

•  Makes it easy to understand new products / services

•  For unknown en>>es, compare to something people already appreciate

Who Wants to Know?


Everybody?

Or A Few Special Fans?

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

Generated 60 clients in first full year of operaDons

Success!


You, too, can own this face of pure grit and accomplishment

Build public relations into your company: Gary Fishman, Managing Director at Anreder & Company in...

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