#84 Bevel: A Masterclass on PR and Crafting a Business Narrative | Jessica Schaefer, Founder & CEO
Outliers with Daniel Scrivner: Explore the Greatest Innovators, Founders, and Investors
English - February 09, 2022 09:00 - 55 minutesEntrepreneurship Business Education Self-Improvement Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed
In Episode #84, we explore a masterclass on PR and crafting a business narrative. We’re joined by Jessica Schaefer, Founder and CEO of Bevel. We cover building executive profiles, crafting a narrative for a company, and recognizing media opportunities and crisis management.
“There is nothing worse than having somebody else tell your own story for you.” – Jessica Schaefer
EPISODE GUIDE (LINKS, QUOTES, NOTES, AND BOOKS MENTIONED)
https://www.danielscrivner.com/notes/crafting-business-narrative-bevel-jessica-schaefer-ig-show-notes
FULL TEXT TRANSCRIPT
https://www.danielscrivner.com/notes/crafting-business-narrative-bevel-jessica-schaefer-ig-transcript
CHAPTERS
This episode is our definitive guide to PR and crafting a business narrative. In it we cover:
(00:00:00) – Introduction
(00:02:44) – PR vs. strategic communication
(00:05:03) – Working with Steven Cohen and with Acorns
(00:13:47) – Working with companies from seed to IPO
(00:16:07) – Building executive profiles
(00:24:35) – How Bevel is changing the game
(00:28:28) – Crafting a narrative for a company
(00:34:12) – Controversy can be good
(00:40:55) – Recognizing media opportunities and crisis management
(00:45:05) – Why PR is a smart investment
ABOUT BEVEL
Jessica Schaefer is founder of Bevel, for a masterclass in PR. When I hear people like Bill Gurley of Benchmark say things like most companies way under invest in PR, they'll spend to the moon on variable marketing, but they stop spending at $50,000 a month on PR, which is crazy to me, I thought it was time to sit down with an expert and get up to speed. And there's no one better than Jessica Schaefer.
She started her career at Steven Cohen's Point72 Ventures before founding Bevel and becoming the Chief Communications Officer for Acorns. And as you'll hear, she's taken a very different approach to building a PR firm. In this episode, we'll explore what Jessica has learned doing PR for Point72, Acorns, Boosted, Rally, Public, and many other firms, her advice for founders on when to start investing in PR and how to think about it strategically, how PR compares to paid acquisition for growth, including how one media appearance led to a hundred thousand plus app downloads for one of her clients, what it was like to work with Steven Cohen and why he's a master at asking the one important question in every single meeting, why Bevel hires from outside the industry and pays their team for performance based on hitting targets set by their clients, and a ton more.
If you've ever wondered what PR is all about and why it matters, this episode is for you.
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🎙 LISTEN ON
iTunes: https://podcasts.apple.com/us/podcast/outlier-academy/id1523851182
Spotify: https://open.spotify.com/show/58edVNgqaPNaCSGSxM6pef?si=88f37a5d20434775
Overcast: https://overcast.fm/itunes1523851182
ABOUT OUTLIER ACADEMY
Learn timeless lessons on work and life from iconic founders, world-renown investors, and bestselling authors. Outlier Academy is the forever school for those chasing greatness. Past guests include Gokul Rajaram of DoorDash, Scott Belsky of Benchmark and Adobe, Joey Krug of Pantera Capital, Mark Sisson of Primal Kitchen, Luke Gromen of The Forest for the Trees, and Brian Scudamore of 1-800-GOT-JUNK.
Website: https://www.outlieracademy.com
Twitter: https://www.twitter.com/outlieracademy
ABOUT DANIEL SCRIVNER
Outlier Academy is hosted by Daniel Scrivner. Over the last 15 years, Daniel has led design teams at Square and Apple, turned around a $3M+ ARR SaaS business, and invested in more than 100 companies. He launched Outlier Academy in 2020 to learn from the world’s best founders, investors, authors, and peak performance experts.
Website: https://www.danielscrivner.com
Twitter: https://www.twitter.com/danielscrivner
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In Episode #84, we explore a masterclass on PR and crafting a business narrative. We’re joined by Jessica Schaefer, Founder and CEO of Bevel. We cover building executive profiles, crafting a narrative for a company, and recognizing media opportunities and crisis management.
“There is nothing worse than having somebody else tell your own story for you.” – Jessica Schaefer
EPISODE GUIDE (LINKS, QUOTES, NOTES, AND BOOKS MENTIONED)
FULL TEXT TRANSCRIPT
CHAPTERS
This episode is our definitive guide to PR and crafting a business narrative. In it we cover:
(00:00:00) – Introduction
(00:02:44) – PR vs. strategic communication
(00:05:03) – Working with Steven Cohen and with Acorns
(00:13:47) – Working with companies from seed to IPO
(00:16:07) – Building executive profiles
(00:24:35) – How Bevel is changing the game
(00:28:28) – Crafting a narrative for a company
(00:34:12) – Controversy can be good
(00:40:55) – Recognizing media opportunities and crisis management
(00:45:05) – Why PR is a smart investment
ABOUT BEVEL
Jessica Schaefer is founder of Bevel, for a masterclass in PR. When I hear people like Bill Gurley of Benchmark say things like most companies way under invest in PR, they'll spend to the moon on variable marketing, but they stop spending at $50,000 a month on PR, which is crazy to me, I thought it was time to sit down with an expert and get up to speed. And there's no one better than Jessica Schaefer.
She started her career at Steven Cohen's Point72 Ventures before founding Bevel and becoming the Chief Communications Officer for Acorns. And as you'll hear, she's taken a very different approach to building a PR firm. In this episode, we'll explore what Jessica has learned doing PR for Point72, Acorns, Boosted, Rally, Public, and many other firms, her advice for founders on when to start investing in PR and how to think about it strategically, how PR compares to paid acquisition for growth, including how one media appearance led to a hundred thousand plus app downloads for one of her clients, what it was like to work with Steven Cohen and why he's a master at asking the one important question in every single meeting, why Bevel hires from outside the industry and pays their team for performance based on hitting targets set by their clients, and a ton more.
If you've ever wondered what PR is all about and why it matters, this episode is for you.
💌 FREE NEWSLETTER
https://www.outlieracademy.com/newsletter
🎙 LISTEN ON
iTunes: https://podcasts.apple.com/us/podcast/outlier-academy/id1523851182
Spotify: https://open.spotify.com/show/58edVNgqaPNaCSGSxM6pef?si=88f37a5d20434775
Overcast: https://overcast.fm/itunes1523851182
ABOUT OUTLIER ACADEMY
Learn timeless lessons on work and life from iconic founders, world-renown investors, and bestselling authors. Outlier Academy is the forever school for those chasing greatness. Past guests include Gokul Rajaram of DoorDash, Scott Belsky of Benchmark and Adobe, Joey Krug of Pantera Capital, Mark Sisson of Primal Kitchen, Luke Gromen of The Forest for the Trees, and Brian Scudamore of 1-800-GOT-JUNK.
Website: https://www.outlieracademy.com
Twitter: https://www.twitter.com/outlieracademy
ABOUT DANIEL SCRIVNER
Outlier Academy is hosted by Daniel Scrivner. Over the last 15 years, Daniel has led design teams at Square and Apple, turned around a $3M+ ARR SaaS business, and invested in more than 100 companies. He launched Outlier Academy in 2020 to learn from the world’s best founders, investors, authors, and peak performance experts.
Website: https://www.danielscrivner.com
Twitter: https://www.twitter.com/danielscrivner
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