Public Relations and Spokespeople Training
Driving visibility, awareness, influence, and support
In today’s multichannel, multi-platform world, you can generate exposure everywhere, but how do you make it matter?
Peitho Communications knows how to get you in front of and engaged with the industry influencers who matter to you, develop persuasive spokespeople, and garner compelling coverage in news and media sources trusted by your key audiences, resulting in powerful assets to bolster your marketing, sales, donor, policy, and business development goals.
· Media Relations
· Advocacy, Donor, Influencer Communications
· Speaking Opportunities
· Event Planning and Management
Knight Foundation and Aspen Institute Case Study
CHALLENGE:
The Knight Foundation’s and Aspen Institute’s high-profile Commission on the Information Needs of Communities in a Democracy, co-chaired by hi-tech exec Marissa Mayer and former U.S. solicitor general Ted Olson, needed to reach an array of stakeholders across America and in Washington D.C. to inform its research and embrace its final public policy recommendations.SOLUTION:
To build attention, participation, and anticipation, Peitho designed a comprehensive plan detailing sustained digital content, direct outreach, media relations, and social media communications; identifying key sector leaders to engage; planning the VIP event releasing the final report; and preparing Commissioners with optimum messaging – including positioning their study in “the digital age.”RESULTS:
Over 20 months of public forums and meetings across the nation, Peitho’s promotion built receptive and involved audiences nationally and locally, with 1,100+ people offering input to the study; and established the final report as a landmark study, with 100+ pieces of media coverage and earned content – many interviewing on-message Commissioners – in top-tier media outlets including The Atlantic, The New Yorker, The Wall Street Journal Radio, The Washington Post, and live coverage of the report release event on CSPAN. Buckminster Fuller
Institute Case Study
CHALLENGE:
As Peitho kicked-off media relations to garner coverage of the Buckminster Fuller Institute’s eco-centered global Challenge competition, the Deepwater Horizon/BP oil spill exploded, consuming the attention of the nation’s environmental reporters, and shrinking available bandwidth of journalists, space, and time at top-tier media outlets to report on our story. We needed to quickly pivot our approach in order to secure significant exposure.SOLUTION:
Reporters stay abreast of news by reading each other’s work, especially in leading trade and niche outlets that are often on the cutting edge of industry reporting. Therefore, we designed a two-stage strategy, zeroing in on generating coverage in trend-setting media with greater capacity but smaller audiences, then using those feature stories to achieve the interest of top-tier media reporters.RESULTS:
Peitho attained feature stories in dozens of environmental, technology, architecture, and business media including Fast Company and Wired magazines; public radio’s Living on Earth; news service ClimateWire, which was published in The New York Times; and ultimately in the Wall Street Journal, building awareness among an ideal audience and providing content to support donor relations.National Science Teaching Association Case Study
CHALLENGE:
To attract more educators and students to the U.S. Army’s eCybermission STEM competition and distinguish it in the field from similar initiatives, National Science Teaching Association enlisted Peitho to secure earned media nationwide of the finalist event and student teams. To meet those goals, small media mentions wouldn’t suffice. We needed big, substantive features. SOLUTION:
Feature media stories require five key elements: a compelling storyline, articulate interviewees, clear messages, arresting visuals, and detailed orchestration and coordination to ensure coverage reaches fruition. Each year, Peitho worked with almost 100 students and educator advisors to cultivate feature-worthy positioning and prepare teen spokespeople to communicate confidently and crisply about their complex creations and the unique features of eCybermission.RESULTS:
Over three years, Peitho secured around 200 pieces of media coverage nationwide, from NYC to Guam, including stories on the Army’s innovative approach to nurturing STEM skills by Associated Press and public radio’s Marketplace, and feature stories on finalist teams by leading daily newspapers, major-market television news, and statewide radio networks, most with visuals and interviews, and many with eCybermission in the headline.