Case StudyPR Agency

How 21M Communications turns data into earned media

Phil LeRoy uses competitive mention reports to plan campaigns, adjust client positioning, and support media pitches.

Hours

not weeks to pivot

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 mentions in top-tier outlets, and position themselves as category leaders.

21M Communications

Bitcoin-native PR agency

IndustryPublic Relations

FocusBitcoin & Digital Assets

Use CaseCompetitive Intelligence & Media Pitching

User

Phil LeRoy, Founder

The 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 mentions across dozens of outlets, he runs mention reports that show exactly where clients and competitors stand, then turns that data into pitches that land.

Compare competitor mentions

A competitive mention report and a reporter-ready trend angle.

Result

Two clients placed in a single article about category growth, backed by Perception data.

How it works

When: A client needs a category or competitor positioning decision.
Sources: Category mention volume, sentiment, competitor mentions, and cited source articles.
Analysis: The workflow identifies where the client leads and where a verified category trend supports a pitch.
Schedule: Per campaign planning cycle.

Adjust campaign messaging

A revised client angle and supporting mention report.

Result

Outperformed a competitor who launched four days earlier, landing Fortune and WSJ newsletter mentions.

How it works

When: A competitor launches before the client.
Sources: Current competitor and client mentions, sentiment, positioning, and source evidence.
Analysis: The workflow finds differentiated angles with enough evidence to support a fast message change.
Schedule: Event triggered.

Prepare sourced media pitches

A data-backed pitch with an expert-source angle.

Result

Higher pitch conversion by leading with market data instead of announcements.

How it works

When: A reporter pitch needs current proof of a market trend.
Sources: Perception trend data, sentiment signals, and linked sources.
Analysis: The workflow tests whether the trend has sufficient volume and evidence for a credible pitch.
Schedule: Per pitch opportunity.

Review client positioning

A client positioning update for the communications team.

Result

Proactive strategy adjustments based on where the media conversation is actually heading.

How it works

When: Client or competitor mentions change materially.
Sources: Outlet mentions, sentiment shifts, volume, and narrative associations over time.
Analysis: The workflow separates meaningful positioning changes from ordinary changes in mentions.
Schedule: Ongoing monitoring.

The Results

From reactive scramble to strategic advantage

Before Perception

3-4 weeks for competitive analysis

Gut-feel narrative positioning

Reactive to competitor announcements

Pitches based on press releases

Manual outlet-by-outlet tracking

With Perception

Competitive reports in hours

Data-backed positioning

Pivot angles before launch day

Pitches built on verified trends

Automated mentions intelligence

"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 mention data into placements

Run competitive mention reports, find the differentiated angle, and pitch stories backed by real data.

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