B2B Key Messages Case Study: From Scared CEO to Media Darling

B2B key messages

B2B Key messages helped a CEO get discovered.  Image courtesy of magerymajestic at FreeDigitalPhotos.net


Have an opportunity to do a media interview?

Nail your B2B Key Messages

Here’s how one digital marketing agency CEO boosted her PR ROI by delivering a killer interview on social media marketing. 

Seizing an Opportunity as a Media Darling

When the CEO of a digital marketing agency landed a single radio interview, she was thrilled. And nervous. An accomplished speaker, she usually gave key note presentations at tradeshows and conferences. Speaking for 5 minutes about social media for small business was daunting. Time was short. The topic huge. The audience general and driving to work. She needed clear, compelling content to educate and entertain the audience and asked me, a contract content specialist and former media relations strategist, for help.

The Issue: A Five Minute Radio Interview, An Eternity on Live Air

Five minutes isn’t a long time in real life. On live air, it’s an eternity. Especially when the audience wants music over talk and the interviewee thinks publicity is free advertising.

The Solution: Compelling B2B Key Messages & Media Training

To prepare, we listened to the show. The host interviewed several local business owners. Most rambled and tried to sell their products and services. After a minute or two, the host cut them off and went back to the music.

Next, we researched the audience, using the radio station’s demographics. Most were mid-careers professionals or business owners aged 35-55 driving to work in cities just outside of Vancouver, Canada. 

After researching common issues facing small business owners in the area, we found many were losing business to larger companies in Vancouver, but didn’t know why. We discovered a lack of awareness of social media marketing and online presence meant socially savvy business owners from the big city were scooping up local opportunities.

Finally, we broke the segment broken down into 5 key messages, starting with a problem the audience could relate to, statistics about social media marketing, a local or big brand success and failure experience, and a tip to implement immediately.

  • Establishing the CEO as a trusted expert: we named the CEO, her business, and big brand clients
  • Explained why business owners discounted social media and how it affected one local business owner
  • Two, three and four dealt with popular business social media sites, including Facebook, Twitter and LinkedIn
  • The CEO practiced answering questions with the key messages until she could answer in less than five minutes.

The Result:

Impressed with the listener response, and social media attention from the segment, the radio station offered the CEO a weekly social media correspondent position. She used it to grow her Twitter following from 3,000 to more than 14,000 and repurposed the recorded post as videos, blog articles and other content.

Ever done a media interview? Was it good, bad or rambling?


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