Training #1: How to Generate a Publicity S.T.O.R.M for your business

Do you think your business or organization is too ordinary to get media attention? Think it’s too hard to be your own publicist?

    Offline or Online, if you want to:
  • Establish your brand in a cynical or crowded market
  • Generate warm leads through executive thought leadership
  • Attract investors to your startup or growing company
  • Launch a new product or service
And do it with little or no budget for marketing - then you need to learn how to do PR effectively, get credible third-party endorsements and get thousands of dollars worth of exposure to reach your target audience.
    In this enlightening and inspiring training program, marketers and senior executives will learn our Publicity S.T.O.R.M. system for:
  • S- Stories – simple ideas to generate at least 15 types of stories that get you media attention
  • T- Target – find hundreds of publicity opportunities right under your nose
  • O - Offer – discover how to easily offer your story to the media without having to write complicated press releases
  • R- Resistance – how to tackle the common fears and misperceptions that block you/your executive spokesperson from getting the publicity your organization deserves
  • M - Momentum – learn creative ways to leverage the publicity you get to build more buzz and land even more media attention

Once you learn this system and use the resources we provide you, you and your team will walk away with a 6-12 month PR calendar of activities, have an easy-to-replicate process you can follow at team meetings to generate your PR-worthy stories, never be intimidated by working with the press again, and have the confidence to build the buzz your product, service or organization deserves.

Training Materials and Bonuses:

  • Follow along workbooks
  • Fill-in-the-blank Templates and Checklists
  • Sample Phone Script for talking to the media
  • Sample Media Pitches that have landed major stories
  • One Personalized Media List for your company (exclusive events only) Value = $799
  • 30 Minute “Ask Me Anything” Follow Up Call with Elena within 2 weeks of training
  • When, Where and How Much is the Training?

    IN-PERSON AT YOUR COMPANY OR VIA LIVE WEBINAR

    Prior to the training, a quick assessment of your website and current media kit will be conducted. A 1-hour introductory call will also help us to understand your vision and mission so that we can add further value to the training modules for your organization. Training Dates are a full day Thursday and Friday from 9:30-5:00 pm. (12 hours total instruction)

    COST

    $2999 per participant plus taxes includes live training, training materials and bonuses. A minimum of three participants is required for exclusive events.

    Contact us for Publicity STORM training dates, fees and to discuss your needs.

    • Daniel Purdy
      Associate Director MBA Programs, Western Washington University

      A 10 out of 10. Elena provides simply the most comprehensive, understandable and useful overview of public relations I’ve seen. I can’t wait to hear more.
    • Sean Malarkey
      Training Programs, Hootsuite University

      The audience absolutely loved it. Elena's presentation was polished and powerful yet came across very sincere and genuine. The feedback from that training stands out as some of the best we’ve received to date.
    • Dan O'Brien
      CEO, Flexible Solutions International

      We were completely impressed. All of us had experience in many facets of PR but the way Elena ties the subject together into a program that makes sense and can be implemented immediately was a revelation.
    • Madeline Shaw
      Co-founder, Lunapads

      Elena’s in-house training was inspiring and professionally presented. The course materials were thoughtfully prepared and easy to follow. Our staff now have both the tools and the motivation to get great PR for us, and we have already seen results!

    Training #2: The Content Marketing P.R.O.C.E.S.S.

    The Content Marketing Institute defines content marketing as: “owning, as opposed to renting, media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.”

    Our Content Marketing P.R.O.C.E.S.S. is perfect for organizations wanting to maximize budgets by training in-house marketing staff and senior executives to align technology content marketing with PR, repurpose already existing content and extend the sharing and promotion of outstanding marketing pieces.

    In this jammed-packed three-day training session, you’ll create your own blueprint for successful Content Marketing and learn how to:
    • P – Prioritize your goals, expectations and resources with a strategic content audit
    • R – Research target customers to connect deeply with their interests and pain points
    • O – Organize and outline content topics with fun and simple brainstorming exercises with your subject matter experts and key executives
    • C – Create the content with best practices, tools and team workflow strategies
    • E – Earn placements with Influencers or contributed articles by executives
    • S – Share the content everywhere; then Serve it again by repurposing the content
    • S – Simplify the measurement of results

    This course will help you get started right with content marketing for technology companies. Our step-by-step system eliminates the guesswork, checklists will ensure you won’t forget anything and insider secrets and time-saving tools will ease your team's overwhelm.

    You will walk away with a clear understanding of the role of content marketing within your organization, learn surprising gaps in your content that may need to be filled, the best type of unique content for your prospects, how to easily create a 6-12 month strategic content calendar, where to place the content for maximum impact, and how to never run out of content ideas!

    Training Materials and Bonuses:

  • Follow along workbooks
  • Fill-in-the-blank Templates and Checklists
  • Brainstorming exercises you can run again and again
  • 30 Minute “Ask Me Anything” Follow Up Call with Elena within 2 weeks of training
  • When, Where and How Much is the Training?

    IN-PERSON AT YOUR COMPANY OR VIA LIVE WEBINAR

    Prior to the training, a brief pre-assessment of your current content will be conducted. A 1-hour introductory call will also help us to understand your goals so that we can add further value to the training modules for your organization. This training consists of 18 hours conducted over 3 consecutive days (M, T, W) or over 3 weeks (ie. consecutive Mondays) from 9:30-5:00 pm.

    COST

    $3499 per participant plus taxes includes live training, training materials and bonuses. A minimum of three participants is required for exclusive events.

    Contact us for Content Marketing PROCESS training dates and fees.

    • Matt Dion
      Co-founder, Edgacent

      Elena's strategies and tactics were the driving force behind a content and social media initiative that produced the company’s most popular content.
    • Danielle Rockel
      VP Corporate Affairs, Eight Solutions

      While months away from a product launch, Elena quickly grasped what we were doing and helped create a content marketing strategy that positioned us as thought leaders in our space using a variety of tools and tactics.
    • Karra Barron
      Manager, Content Marketing, Quickmobile

      Elena’s expertise in PR, content marketing, and social media has helped us tremendously in creating content and campaigns that drive both our public relations and sales.

    Training #3: Media Training for Executives

    Contact us for customized media training packages for your spokespersons.

    We’re Not All Naturals

    Just as few are born natural actors, few of us are good at giving media interviews right out of the gate. But fortunately, it’s an acquired skill.

    Like playing a musical instrument, giving effective media interviews requires practice and preparation. Lots of it.

    No matter how much of an expert you are in your subject matter, product, or business, we don’t recommend flying by the seat of your pants when a reporter is recording your every word, with the intention of broadcasting it to the world.

    There’s too much at stake.

      You want to give a good media interview, for several reasons:
    • You want to be perceived as the authoritative professional you are
    • You want the audience to have a positive and respectful attitude towards your company
    • You want to share your message loudly, and clearly
    • Now that you appreciate the importance of giving media interviews successfully, you’re probably thinking, “but how?”

    Take one of our media training packages and come away with the confidence and capability to ace that next media interview!

      In our HALF-DAY training session we will prepare for one of your upcoming press scenarios by:
    • Reviewing your current key messages or press release
    • Preparing for FAQs and "tough" FAQs
    • Conducting mock interviews
    • Analyzing your delivery
    • Suggestions on best practices

    Note: Half-day sessions are best for print interviews only or as a refresher course for spokespeople.

    COST AND TIMING:

    $999 plus taxes per participant. Minimum two spokespersons trained at the same time. Length is approximately 3 hours, with an hour preparation beforehand to discuss spokesperson goals and challenges.

      In our TWO-DAY training sessions, you will get thorough preparation for any press scenario you may encounter:
    • How to clarify the interview topic
    • What to do, to establish rapport with the reporter before the interview
    • Developing the best answer to "what do you do?"
    • Key information you must have at your fingertips
    • Identifying your "best" key messages
    • How and why deliver your key messages using analogies
    • Preparing for FAQs and "tough" FAQs
    • The block-tackle-recover technique of answering "tough" questions
    • How to prepare for TV or radio
    • 5 Things You Must Never Do in an interview
    • How to follow up the story without being a pest
    • Conducting mock interviews
    • Analyzing your delivery
    • Suggestions on best practices
    • What to do after the interview appears

    COST AND TIMING

    $2999 plus taxes per participant. Minimum two spokespersons trained at the same time. We would have an introductory 1-hour call beforehand to discuss spokesperson goals and challenges. A total of 12 hours of training is conducted over two full days from 9:30 - 5:00 pm. This can be scheduled according to your spokesperson's schedule, including weekends.

    Note: video recording for review is billed at extra cost.

    • Jeff Booth
      CEO, BuildDirect

      I appreciated Elena’s attention to detail, media training tips and ability to communicate a story succinctly, in a way that resonated with key business media influencers.
    • John Parker
      CEO, Fresh Tracks Canada

      Elena clearly has a gift – not just for PR and social media – but for teaching. She’s so easy to listen to and so clear – I have no hesitation in highly recommending her and her courses.
    • David Snell
      CEO, Fusion Pipe Solutions

      We hired Elena to do a customized workshop for our startup to get PR to help with fund raising and corporate credibility, amongst other things. In just a few hours we were much clearer on the types of PR strategies that would work for us. She is my go-to PR expert and in addition, she happens to be a delightful person to work with!

    Training #4: Social Media is a M.U.S.T

    In the U.S., CMOs are investing about 14%-15% of their marketing budget in social media. Why? Entire businesses are becoming social and every department is using social. Social media has become a major business channel where your company can reach out from one voice to many, and the smaller the business, the greater the potential of impact from social media.

    If you feel like something’s missing with your business social media efforts, your marketing team never seems to have enough time, or your executives still “don’t get” what all the fuss is about, our social media training will open your eyes to how the amplified reach of social media is changing the business landscape. Learn how you can use social media more effectively to promote your business as a trusted resource that attracts raving fans and word-of-mouth referrals.

      Our two-day training course is perfect for marketers, executives and other employees wanting to engage in social media for their company. Attendees will learn our system to:
    • M - Maximize your investment in social media by preparing an individualized strategy that will save your team time, energy and money
    • U - Understand the many social media tools out there and only focus on which ones are right for YOUR business
    • S - Systemize your efforts with simple to use and often free, time-saving tools that grow your company’s reach, even when you or your team go on vacation
    • T - Thrive on social networks by taking an in-depth look at the Big 3 for technology companies so that you don’t look like a Twit on Twitter, make Foes on Facebook and get Lost on LinkedIn. (New for 2016 – we also take a look at how to "Influence on Instagram")
    • At the end of the course you will be crystal clear on a 12-month social media strategy for your company, understand where your audience can be reached, create a 15 – 20 minute daily routine, truly engage and win your audience, utilize employee advocacy to help spread the word, and never run out of content ideas with a full social media content calendar!

      Training Materials and Bonuses:

    • Follow along workbooks
    • Fill-in-the-blank Templates and/or checklists
    • A list of key Resources and must-have Tools
    • 30 Minute “Ask Me Anything” Follow Up Call with Elena within 2 weeks of training

    When, Where and How Much is the Training?

    IN-PERSON AT YOUR COMPANY OR VIA LIVE WEBINAR

    Prior to the training, a brief pre-assessment of your top 2-3 social profiles will be conducted. A 1-hour introductory call will also help us to understand your goals so that we can add further value to the training modules for your organization. This training consists of 12 hours conducted over 2 consecutive days from 9:30-5:00 pm.

    COST

    $2999 per participant plus taxes includes live training, training materials and bonuses. A minimum of three participants is required for exclusive events.

    • Ben Pickering
      Technology executive and blogger at Huffington Post

      Elena is a PR and social media pro who provides both great strategy and execution. Elena takes the time to really understand her client and develop solutions that are creative yet practical.
    • David Nichols
      Co-founder, Inventa Marketing

      As a company that specializes in marketing programs it was refreshing to know we still have many things we can learn, and Elena was our teacher. We were not only incredibly impressed by her knowledge but also the way she presented the information and the resources provided.
    • Howard Eaton
      Founder, Eaton Arrowsmith Schools

      The initial session with Elena was remarkable. I suddenly became aware of the significant impact social media could have on our companies. I am extremely grateful to Elena Verlee. What a remarkable individual that is truly changing the world of business.

    Training provided by:

    • Elena Verlee

      Elena Verlee

    I’m Elena Verlee and I’m passionate about helping even the most ordinary organization become well-known and sought after through the power of publicity. I am one of Canada's leading PR and social media influencers, having been named in Forbes as one of “20 Women for Entrepreneurs to follow on Twitter,” honored in Adweek’s “25 PR Blogs To Bookmark” and featured in 2015 by Entrepreneur Magazine which called me a "PR guru" for my media training tips.

    I’m founder and managing partner of Cross Border Communications, an international PR agency founded in 1999. Our small but mighty team has provided PR and marketing communications for startups to billion dollar companies in Canada, the US and UK.

    In 2007, I also co-founded a quirky online company that got sold in less than a year – due to the massive publicity we generated. Since then, I’ve authored the multiple award-winning blog PR in Your Pajamas, as well as ebooks, teleclasses, webinars and live training that have helped thousands of do-it-yourself clients on four continents get heard, get known and get talked about so they can change the world.

    I'd love to help your company succeed with your PR, social and content marketing initiatives!