How 21M Communications turns data into earned media
Phil LeRoy, founder of 21M Communications, uses Perception to run competitive coverage reports, pivot client narratives in hours instead of weeks, and consistently land top-tier media placements.
Hours
not weeks to pivot
2
clients in one article
Fortune
& WSJ placements
21M Communications is a PR agency built for Bitcoin and digital asset companies. They help clients navigate fast-moving narratives, earn media coverage in top-tier outlets, and position themselves as category leaders.
21M Communications
Bitcoin-native PR agency
Phil LeRoy, FounderThe Challenge
A competitor launched the same narrative four days early.
When a competitor announced the same narrative four days before Phil's client launch, the original angle was dead. The team needed to find a differentiated position, validate it with data, and pitch new angles to journalists, all before launch day. Traditionally, that kind of competitive analysis takes three to four weeks.
"A competitor announced the same narrative four days before our client's launch. We had to go back to the drawing board."
Phil LeRoy
Founder, 21M Communications
The Solution
From weeks of research to hours of action
Phil uses Perception as his competitive intelligence layer for client campaigns. Instead of manually tracking coverage across dozens of outlets, he runs coverage reports that show exactly where clients and competitors stand, then turns that data into pitches that land.
Competitive Coverage Reports
- Trigger
- A client needs a category or competitor positioning decision.
- Perception data
- Category coverage volume, sentiment, competitor coverage, and cited source articles.
- Reasoning
- The workflow identifies where the client leads and where a verified category trend supports a pitch.
- Output
- A competitive coverage report and a reporter-ready trend angle.
- Schedule
- Per campaign planning cycle.
Business result
Two clients placed in a single article about category growth, backed by Perception data.
Rapid Narrative Pivots
- Trigger
- A competitor launches before the client.
- Perception data
- Current competitor and client coverage, sentiment, positioning, and source evidence.
- Reasoning
- The workflow finds differentiated angles with enough evidence to support a fast message change.
- Output
- A revised client angle and supporting coverage report.
- Schedule
- Event triggered.
Business result
Outperformed a competitor who launched four days earlier, landing Fortune and WSJ newsletter coverage.
Data-Driven Media Pitches
- Trigger
- A reporter pitch needs current proof of a market trend.
- Perception data
- Perception trend data, sentiment signals, and linked sources.
- Reasoning
- The workflow tests whether the trend has sufficient volume and evidence for a credible pitch.
- Output
- A data-backed pitch with an expert-source angle.
- Schedule
- Per pitch opportunity.
Business result
Higher pitch conversion by leading with market data instead of announcements.
Client Positioning Intelligence
- Trigger
- Client or competitor coverage changes materially.
- Perception data
- Outlet coverage, sentiment shifts, volume, and narrative associations over time.
- Reasoning
- The workflow separates meaningful positioning changes from ordinary coverage movement.
- Output
- A client positioning update for the communications team.
- Schedule
- Ongoing monitoring.
Business result
Proactive strategy adjustments based on where the media conversation is actually heading.
The Results
From reactive scramble to strategic advantage
Before Perception
With Perception
"I ran a competitive coverage report using Perception, compared sentiment and positioning, and pivoted our angle in hours. Without Perception, that kind of analysis takes three to four weeks. We outperformed the competitor in coverage, landing in Fortune's and Wall Street Journal's newsletters while they got one outlet."
Phil LeRoy
Founder, 21M Communications
Turn coverage data into placements
Run competitive coverage reports, find the differentiated angle, and pitch stories backed by real data. Free MCP access, no credit card.