Using PR to Build Brand and Value

 Getting the Word Out Using PR to Build Brand and Value
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A great PR strategy is an art and the field is filled with cool reporters, fancy PR firms and snazzy suits. But if you can get the right reporter to give you the right headline, well, that’s the money shot. However you don’t have to hire the “Mad Menâ€* style firm and spend the big bucks to learn a few tricks to get you in the game. Come meet with two leading Bay Area reporters from Xconomy and SF Business Times, two “block and tackleâ€*… Show more PR firms and a company that’s been in the news every month on a shoe string budget. Come learn how to take the money shot. Key points of discussion to be raised include:
How to implement a strategy while still bootstrapping?
Is the strategy any different as the company grows bigger?
Facebook? Twitter? LinkedIn? Press Release? What is the best channel to share a story?
What is the difference between embargo and limitation?
How to get media coverage when the time is right?
How "some press is Not always good press"?
How to build your brand on social media?
How a PR strategy can lead to attracting new investors?
When and how to use video?
Are PR strategy best practices different when working in Life Science vs. Cleantech vs. High Tech?
Ultimately, how can a good PR strategy build your brand and grow your value?
AGENDA 3:00 PM - 3:30 PM Â Â Registration and Networking 3:30 PM - 5:00 PM Â Â Panel Discussion and Q&A 5:00 PM - 6:30 PM Â Â Networking Reception
SPEAKERS Wade Roush, Chief Correspondent and SF Editor, Xconomy Ron Leuty, Reporter, San Francisco Business Times Jenya Meydbray, Co-founder and CEO, PV Evolution Labs Kirsten Maynard, Director, Sparkpr Diane Heditsian, Chief Executive and Creative Officer, deClarity Lead Facilitator: Melinda Richter, Founder and CEO, Prescience International
Visit the event's webpage for full details!
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SPEAKERS' BIOS
Wade Roush, Chief Correspondent and San Francisco Editor, Xconomy Wade is a veteran journalist with a focus on information technology. As a staffer with MIT's Technology Review from 2001 to 2006, he served as senior editor, San Francisco bureau chief, and executive editor of TechnologyReview.com. Before joining TR, Wade was the Boston bureau reporter for Science, managing editor of supercomputing publications at NASA Ames Research Center, and Web editor at e-book pioneer NuvoMedia. He has a B.A. in the history of science from Harvard University and a PhD in the history and social study of science and technology from MIT. His work has appeared in Science, Technology Review, Ieee Spectrum, and Encyclopaedia Brittanica, and he has been a guest commentator on CNN, CNBC, Necn, WGBH, NPR, and PBS.
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Ron Leuty, Reporter, San Francisco Business Times Ron Leuty has covered biotech for the San Francisco Business Times for nearly six years. Ron has been a reporter or editor for 25 years, including editor of two startup business journals and business editor of the English-language Prague Post in the Czech Republic. Ron has won numerous journalism awards, including a "Best in Business" award from the Society of American Business Editors and Writers for his piece looking at how Bay Area business leaders mobilized and connected with scientists when one of their own was diagnosed with a fatal brain-wasting disease. You can follow Ron's work on Twitter — @rleuty_biotech — or on the Business Times' biotech blog, BiotechSF.
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Jenya Meydbray, Co-founder and CEO, PV Evolution Labs Jenya Meydbray is the co-founder and CEO of PV Evolution Labs. An advisor to leading solar companies, Jenya has worked on developing methods of evaluating long-term solar panel performance for product development and bankability. Prior to founding Pvel, Jenya was the Senior Quality and Reliability Engineer at SunPower Corporation where he developed accelerated test methods for high efficiency solar cells and modules. Jenya began his career at NASA Ames Research Center's hyper-gravity facilities. Jenya has studied at Massachusetts Institute of Technology and Stanford University, and holds two photovoltaic-related patents. Jenya received a BS in Electrical Engineering from UC Santa Cruz, and an MS in Electrical Engineering from Boston University. Jenya is an Advisory Board Member to the National Renewable Energy Laboratory's International PV Module Quality Assurance Forum.
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Kirsten Maynard, Director, Sparkpr As Director of the VC & Green Tech practice at Sparkpr, Kirsten draws on her 8 years of experience providing strategic business and marketing communications consultation to clean tech and green business/lifestyle startups in energy efficiency, smart grid, solar energy, waste-to-energy and sustainability. Prior to her own independent consultancy Kirsten was a member of the executive leadership team within Sony Corporation of America, managing cross-brand PR and marketing for Sony Music, Pictures, Electronics, PlayStation, Metreon, etc. Previously she headed consumer technology accounts at Fleishman-Hillard International Communications. Early in her career Kirsten led agency activity to launch Old Navy for national retailer The Gap, and managed public relations and advertising for McDonald's Corporation. Kirsten got her start as an environmental journalist, broadcast producer and technical director for Ziff Davis.
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Diane Heditsian, Chief Executive and Creative Officer, deClarity Diane Heditsian is Chief Executive and Creative Officer of deClarity, an award-winning digital communications firm focused on the life sciences. She founded deClarity while in her 20's and is celebrating thirty years of helping start-up and mature biotech, pharma, medical device and diagnostics companies tell their stories through video, 3D mechanism of action animations, websites/web ad campaigns, and dynamic exhibit media. deClarity clients include Genentech and Roche, Johnson & Johnson, Nektar Therapeutics, Medivation, Vivus, Onyx, Affymax, Alexza, Jazz Pharma, and Genomic Health. Prior to founding deClarity, Diane produced and wrote broadcast television, most recently serving as the producer of the nationally syndicated television program, PM/Evening Magazine. Diane is a Phi Beta Kappa graduate of Tufts University and serves on the Alumni Admissions Committee and as an advisor to the Communications and Media Studies Department. Diane is also a research advocate on a UCSF NIH-funded Specialized Program in Research Excellence (Spore). You can communicate with Diane on Twitter @DianeHeditsian or visit deClarity.com to send her an email.
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