1. Staking a Market
Leading Position
Through
Public Relations
Presented to PRSA
Western District
Conference
March 13, 2012

2. Presentation Overview
• Objectives
– Provide attendees with overview of
components to market leadership program
– Explain how to create a market leadership
position for your client or organization
– Outline practical ideas PR Pros can
immediately put to use
– Real world case studies
– Q&A & group insights and interaction

3. What is a Leader?
“If your actions inspire others to dream more, learn more, do
more and become more, you are a leader.”
~ John Adams 3

4. Market Leader
What Is It and How Do I
Become One?

5. Perceived Market Leaders – BUT WHY?

6. Market Leadership
Perception is reality!

7. Large or Small
IT DOESN’T MATTER!!!!!!!!!!

8. What is Thought Leadership?
• One element of a successful brand leadership
strategy
• More than just making a claim that you are the
best in your industry
• Can help you earn respect from reporters &
also build trust, credibility and your brand with
your customers
• Positions your organization as a subject matter
expert that is sought out for commentary
Source: SKMarketing.com

9. Thought Leadership Approach
• Points to consider in establishing your thought
leadership position:
 Does it support your organizational objectives?
 What does your organization stand for?
 What is your area of focus?
 What is your organization’s history (legacy)
 What ties your products and services together,
what’s consistent?
 How do your competitors describe themselves?
 What can you uniquely claim (that you can
support!)

10. Thought Leadership
Act like THE LEADER in what you say and
do, period!

11. Positioning & Messaging Formula
Created by marketing guru Geoff Moore in “Crossing the Chasm” a
dozen years ago:
•For (target customer)
•Who (statement of need or opportunity)
•The (product name) is a (product category)
•That (statement of key benefit – that is compelling reason to buy)
•Unlike (primary competitive alternative)
•Our product (statement of primary differentiation)
This marketing positioning formula guides you to reflect on the
targets and value of your business to a customer.

13. Media Relations:
Create relationships
News releases reinforce key
messaging statements and have
steady cadence of issuance
All discussions w/ media
mirror key messages (simplify)
Coverage incorporates key
messages

14. Analyst Relations
Influence the influencers
Get positioning and leadership
messages included in key industry
reports
Utilize analysts as third-party
references to echo company’s
leadership stance
Include analyst quotes in
announcements

15. Strategic Messaging:
Weave throughout all
company materials (PR,
marketing, advertising,
website, social media)
Ensure consistency among
company spokespersons
Make it simple (and
memorable!) but
defensible

16. Content Marketing
Self-publish your company’s
story!
Relevant, quality content is
gold to journalists and editors!
Create stream of contributed
articles for placement
Tap Op-Ed opportunities
Become the subject
matter expert

17. Thought Leadership
Speaking, speaking, speaking
Awards programs
Have others do the talking
for you (case studies, partner
programs, reviewers, bloggers,
etc.)

18. Social Media
Develop social media strategy
and program that incorporates
your messaging
Twitter, Facebook, LinkedIn,
YouTube, etc.
Have other internal “subject
matter experts” tweet, post and
blog
Promote all your PR and
marketing programs
via social media

19. Leverage Social Media For
Thought Leadership
#1 Micro sites on key thought leadership topics of interest to your
organization
#2 Secure Twitter hashtags (ex: MVaaS)
#3 Create Video Scribe
#4 Blogs
#5 Video Sharing Sites i.e. YouTube
#6 Podcasts
#7 Forums
#8 User Groups
#9 Message Boards
#10 Linked In Groups
19

20. How Do I Use This In The
Real World?

21. Danube Case Study – Repositioned
Company from Services to Product
Company in 18 months!

22. Executed Danube = Scrum Strategy
• Revised positioning & messaging to align with
company goals
• Reiterated messaging in steady drumbeat of news
announcements
• Strong analyst relations – needed for 3rd party; also for
market research reports
• Major PR pushes (launches) several times
• Significant by-lined article program -- more than 50
by-lined articles placed in 18 months!
Tight, consistent positioning helped complete exit
strategy via acquisition in less than two years!

23. Danube’s Corporate Messaging Filters
Into Thought Leadership Program
• Danube Technologies = Scrum
– Projects @ Work: “Scrum Drives Agile Movement”
– Artima.com: “Defining Done in Scrum”
– DZone: “Responsiveness in the ScrumWorks
Community”
– eWeek.com: “How to Adopt Scrum: A Better
Approach to Project Management”
– SearchSoftwarequality.com: “Scrum Team and
Metrics”

28. Danube News Releases/Coverage
DANUBE TECHNOLOGIES RESPONDS TO SCRUMWORKS
COMMUNITY INPUT WITH ENHANCEMENTS TO SCRUMWORKS
PRO
Leader in Scrum project and program management tools adds
print capability, theme filtering, and reporting improvements
BELLEVUE, Wash., Dec. 2, 2009—Danube Technologies, Inc., the
leader in project management tools and training for the Scrum
project management framework, today announced new
reporting, theme filtering, printing, and resource allocation
reporting to its ScrumWorks® Pro product. The result of user
input from Danube’s Community Portal at
(http://community.danube.com)the new features build on the
enterprise capabilities launched in ScrumWorks 4 and
demonstrate Danube’s commitment to listening and responding
quickly to customer feedback to advance Scrum practices across
large-scale deployments.

30. Danube News Releases/Coverage
CollabNet Acquires Danube
Acquisition of Worldwide Scrum Project Management Leader
Uniquely Positions CollabNet to Lead the Agile ALM Market
BRISBANE, Calif., Feb. 22, 2010—CollabNet, the leader in Agile
application lifecycle management (Agile ALM), announced today
that it has acquired Danube, the worldwide leader in Scrum
project management solutions. Danube offers the industry-
leading ScrumWorks Pro software for Agile project and program
management and provides training, certification, coaching, and
consulting services to organizations implementing Agile. The
Danube acquisition uniquely positions CollabNet as a leader in
the emerging Agile ALM market. CollabNet and Danube assist
more software development teams with collaborative,
distributed, and Agile ALM projects than any other company in
the world. The terms of the deal are confidential.

31. Message Filtered Into Stories

32. Scrum Positioning Filters Into Stories

33. ‘CollabNet Goes Agile, Acquires
Danube’

34. Customer Quote – Danube
“The impact of our media and analyst relations had a
tremendous impact on the success of our business
and, without question, played a significant role in
Danube and CollabNet coming together as the two
leaders in their respective markets,” explained Laszlo
Szalvay, former CEO and co-founder of Danube and
GM of CollabNet. “As a self-funded technology start-
up, the investment we made in PR reached far
beyond my initial perception of standard ROI, and
delivered a much higher level of value through all of
the effort that went into building and positioning
Danube as the clear leader in Scrum.”

35. Sonic Foundry Case Study: From
‘Mohawks to the Boardroom’ in just
two years!
Sonic Foundry = Rich Media

36. Late 2001: Provider of Desktop
Software

37. End of 2001: Enter Gov’t Market
SONIC FOUNDRY TO EXPAND OFFERING FOR GOVERNMENT SECURITY AND SURVEILLANCE MARKETPLACE
Twenty million dollars of government- and corporate-funded research in multi-dimensional biometric analysis
technology to be commercialized
MADISON, Wis., November 19, 2001 – Sonic Foundry (NASDAQ: SOFO), a leading provider of rich media
software, systems and services, will demonstrate new software designed to help government agencies
streamline the capture, analysis and management of disparate types of media – including both live and
archived speech, video, biometric, text and database information – at the upcoming Government Video
Technology Expo in Washington, D.C. (Booth #835) on November 28-29, 2001.
The software is the result of the core technologies integration of Sonic Foundry’s industry leading media
capture and production capability and the recently acquired MediaSite expertise in indexing, analyzing and
understanding media and biometric information. Sonic Foundry completed the acquisition of MediaSite just
one month ago. The Company is providing an offering to enhance enterprise-based biometric and media
storage and analysis applications for surveillance, pre-screening, data scanning and random security checks,
that help government agencies effectively manage, and analyze disparate media types -- such as fingerprints,
face scans, video files and voice prints -- with a single and cost effective platform.
MediaSite’s core technology was derived from a Carnegie Mellon University research effort funded by
leading government agencies and private corporations, including NASA, DARPA, NSF, Bell Atlantic, Boeing,
CNN, Intel and Microsoft. It spans seven years of research, representing more than $20 million in research
investment. MediaSite brings a solid base of government experience and customers to Sonic Foundry’s
coffer, including Lawrence Livermore National Laboratory, U.S. Air Force, U.S. Army, Joint Training, Analysis
and Simulation Command (JTASC) and Office of Naval Research. The National Institute of Standards and
Technology and the Department of Commerce also funded MediaSite to develop systems for real-time
indexing and retrieval of unstructured

38. Established Credibility
• Sonic Foundry had no presence or credibility in the
government space
• Used relationship with newly acquired company and
Carnegie Mellon to demonstrate knowledge and
understanding of government market
• Used Dean from CMU and Pittsburgh exec as company
spokespersons
• Created corporate messaging that helped integrate
the new story
• Tied new product offering to national trends (9/11)

39. Early 2002: Ride National Trends
NATIONAL ID CARD MANDATE HEATS UP, YET INDUSTRY EXPERTS STILL SEE GAPS
Carnegie Mellon researchers say a complete profile should include multiple biometrics, data and video
WHO: Howard D. Wactlar
Vice Provost for Research Computing and Associate Dean
School of Computer Science, Carnegie Mellon University
Project Director of the Informedia Project,
School of Computer Science, Carnegie Mellon University
Krishna Pendyala
Senior Vice President, Strategy, Sonic Foundry (NASDAQ: SOFO),
Former Assistant Director of the Informedia Digital Video Library Project, School of Computer
Science, Carnegie Mellon University
WHAT: This week’s proposal for a national identification card system is being debated throughout
the county — online, on the air, in print and at the water cooler. At the heart of the
matter is determining who someone is. The challenge in doing so is that every official
document used for identification purposes — Social Security card, birth certificate, passport, driver’s
license — has proven unreliable in answering that question. They’re all too easy to obtain, forge
and manipulate. Face-recognition technology, while generating considerable interest of late, has its
own shortcomings; namely that, at best, it only provides a one- dimensional view of
individuals. Born out of seven years of research at Carnegie Mellon University comes the Unified
Security View by S Sonic Foundry, a far more comprehensive solution that would allow law
enforcement and government agencies to access, compile and cross-index various forms of data from
disparate databases, and then quickly build a multimedia profile of an individual comprised of
biometrics, such as facial scans, voice prints, retinal scans and fingerprints, with text
information, such as country of origin, reason for entering country and travel history. The aggregation
and analysis of this type of information over time would have a profound impact on the
effectiveness of security applications. It is one thing to change the name and picture on an ID
card, changing the name, face, finger print, voice print and travel patterns so as not to make a match
with another record and send up a red flag is quite another.

44. Mid-2002: Added Credibility
SONIC FOUNDRY TO HOLD CONGRESSIONAL BRIEFING TODAY
ON ALTERNATIVE TO NATIONAL ID CARD
Briefing to take place in Rayburn House Office Building, Room 2226, on Capitol Hill
WHO: Representatives (sponsors) from:
Sonic Foundry, Inc. (NASDAQ: SOFO), rich media experts
Congress (several U.S. Senators and Representatives)
Dept. of Commerce (Benjamin Wu, Deputy Under Secretary
for Technology)
Carnegie Mellon University, College of Computer Science
WHAT: Present ideas and a technology demonstration that offer an alternative to
the current proposed National ID Card system
WHERE: Capitol Hill -- Rayburn House Office Building
Room 2226
Washington, DC
WHY: Proponents of the National ID Card system view it as a key component to ensuring our nation’s
security and accurately identifying potentially threatening individuals. However, when one
considers the time, money and legislation it will take to issue, track and read such a card – for all
U.S. citizens – it becomes obvious that such a system, unfortunately, is, at best, many years away.
A more realistic and timely alternative is to manage biometric data in secure, existing databases,
as opposed to directly embedding information into an entirely new type of card. This system could
then take full advantage of existing forms of IDs – such as driver’s licenses and passports – and
avoid the issuance of biometric-enabled cards and readers. Sonic Foundry, Inc., a rich media
company with roots in managing the massive amounts of digital content for the data-intensive
entertainment industry, has developed a complete system that captures and manages multiple
forms of biometric, media and text information as part of a single, unified identification dossier –
that can be used today to compare and build upon information that resides in existing databases.
Sonic Foundry’s security and surveillance platform is derived from a seven-year, $20 million
Carnegie Mellon University research effort funded by leading government agencies and private
corporations, including NASA, DARPA, NSF, Bell Atlantic, Boeing, CNN, Intel and Microsoft.

45. 2003: Evolving to new messaging
SONIC FOUNDRY SETS SIGHTS ON RAPIDLY EMERGING RICH MEDIA MARKET AS THE NEXT
CHAPTER IN COMPANY’S EVOLUTION
Software developer of standard-setting Sound Forge, ACID and Vegas titles, breaks new
ground with emerging media technology for the enterprise
MADISON, WI, May 19, 2003 – With the announced pending sale of its Sound Forge®, ACID®
and Vegas® series of software titles, along with its completed sale of entertainment media
products and services, Sonic Foundry continues its bold business strategy that will take it into
new markets while, at the same time, leverages the very creative and innovative roots that
formed the genesis of the company’s founding in 1991.
Rimas Buinevicius, chairman and CEO, says the company plans to use its new financial
leverage (see recent releases “Sony Pictures Digital To Buy” and “Sonic Foundry Sells Its
Entertainment Business”) and sharpened focus to set the standard for an emerging
technology – rich-media creation, management and distribution systems for the enterprise
(rich media is defined as audio, video, text and graphics combined and streamed over the
Internet).
“Sonic Foundry always has represented technical innovation, fresh ideas and taking an
unconventional approach to software design that results in intuitiveness and ease-of-use for
the end-user,” said Buinevicius. “Those ideals, and that passion, will continue as the
foundation from which we move forward with products like our Web presentation system,
MediaSite Live™ and other rich-media solutions we develop for the enterprise.

49. Mid-2003: PR Turning Point
SONY PICTURES DIGITAL TO BUY
DESKTOP SOFTWARE ASSETS OF SONIC FOUNDRY
CULVER CITY, CA & MADISON, WI – MAY 2, 2003 – Sony Pictures Digital
and Sonic Foundry®, Inc. (NASDAQ:SOFO) announced today Sony Pictures Digital
has struck an agreement to purchase all of Sonic Foundry’s desktop software
products and related assets for $18 million cash and assumption of certain trade
payables, accrued liabilities and capital leases associated with the desktop
software business.
“During the past three years, we have come to recognize and admire Sonic
Foundry's engineering expertise and value their software applications. We are
excited to integrate this world-class team and their products into our ongoing
efforts to produce and deliver
the next generation of consumer entertainment services,” said Patrick Kennedy,
executive vice president of Sony Pictures Digital.
“The sale of our music and video digital software products is a key milestone in
Sonic Foundry's history,” said Rimas Buinevicius, chairman and CEO of Sonic
Foundry. “We couldn't pick a better partner than Sony Pictures Digital to carry on
the same passion and success we've achieved over the past 12 years,” he said.
“Consummation of this agreement will give us the cash we need to pay our debt
and allow us to focus our attention on writing the next successful chapter of Sonic
Foundry’s story – rich media – and building upon the early success we’ve already
achieved with our Web presentation solution, Media Site Live™.”

50. Step 6: Hammer the new message

52. Establishing Leadership Position
SONIC FOUNDRY TRIPLES REVENUES IN FISCAL 2004
MADISON, WI – Dec. 2, 2004 – Sonic Foundry®, Inc.
(NASDAQ: SOFO), a leading rich media solutions
company, today announced results for its 2004 fiscal
year, including a number of key milestones in
revenues, customers, markets and technology. During
fiscal 2004, Sonic Foundry effectively rebuilt itself –
transforming from a rejuvenated start-up into one of
the industry’s top rich media technology providers.

53. Media & Analysts Agree. . .

56. Tapped Third Parties
• Customer wins and case studies
• Product reviews
• Industry analysts, consultants and other
influencers
• Awards – in fact, developed our own!

57. Rich Media Impact Awards

58. Bottom Line?
Established not only a leadership
position, but a whole new market
category of rich media! Validated by
media, analysts and other
companies entering the market.

59. Market Leadership via PR
• Play to your organization’s unique strengths
• Craft messaging that articulates your strengths and
positions you clearly against your competition
• Use your PR and social media arsenal to drive home
your market leadership position (3rd parties, consistent
messaging, coverage, confidence in everything you do)
• Hammer the message home and demonstrate it with
results
• PR is a very efficient and cost-effective tool for
establishing a market leading position

60. Remember. . . Pick a Market Position
You Can Own & Defend
Danube = Scrum
Sonic Foundry = Rich Media

61. Catapult PR-IR
Questions?
Terri Douglas Christie Denniston, APR
Co-founder & Principal Senior Director
@tdouglas @prhightech
www.catapultpr-ir.com

62. THANK YOU!!!!