Assets for CBC:
Local dominance in media relations
Thanks for meeting me at the CBC conference! Here are the assets I promised you to help you kick off local PR.
I used this system of building relationships with local reporters, deeply understanding their beat, cultivating my local spokespeople as experts, and focusing on “use us” rather than “feature us” to win placement in dozens of articles.
I was able to move my local office from #17 to #3 in top-of-mind awareness (based on a Business Journal third-party research survey) in 12 months.
PR resources
CBC Press release template (local dominance edition)
A newsroom-ready, fill-in template you can copy for your market. Includes a quick project plan (purpose, audience, success metric), headline/subhead prompts, lead + nut graf structure, two quote blocks, proof-point bullets, boilerplate, media kit links, and editor notes. Built for local pickup first—with optional wire/SEO fields if you use distribution.
CBC outreach scripts: Distribution “3-touch sequence”
Copy-and-paste emails for pitching journalists without spamming. Includes T-0 pre-pitch (3 bullets + exclusive asset), T+1 release drop (full package + SME availability), and T+3 check-in (micro-angle or local source offer), plus subject lines, a thank-you note, and a “correction rule” script for factual errors only.
CBC story seeds: locally relevant stories with future impact
A repeatable idea bank that turns CRE activity into local newsworthy angles. Includes trend snapshot prompts, quarterly report hooks, development/community impact angles, “deal almost died” case-story frames, and evergreen strategy guide topics. Use it to build a monthly/quarterly PR pipeline—then pair each seed with a local expert and one proof point.
CBC PR Expert Prep
Everything you need to package a spokesperson as a journalist-ready source. Includes a one-page broker questionnaire (bio, expertise tags, submarkets, proof points, contrarian POVs, availability), a one-page expert profile format (headshot/LinkedIn/resume links), and a PR readiness guide with guardrails, bridging scripts, and quote tips.
Slides: PR for local dominance (CBC Marketing Summit presentation)
A practical, step-by-step deck you can reuse to train your office on earning local coverage. Covers the “cheap vs. expensive” PR reality, what editors actually run, how to build a spokesperson bench, a story-seed pipeline, the paint-by-numbers release formula (angle → quotes → proof), and the 3-touch outreach cadence. Includes a 30-day rollout plan and links to the view-only templates.