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
0
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.
In PR, timing is everything. 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
Runs category-specific coverage reports comparing client positioning against competitors. Identifies where clients lead in volume and sentiment, then uses the data to pitch trend stories to journalists.
Two clients placed in a single article about category growth, backed by Perception data.
Rapid Narrative Pivots
When a competitor launches first, uses competitive coverage reports to compare sentiment and positioning in real time. Identifies differentiated angles and pivots client messaging in hours instead of weeks.
Outperformed a competitor who launched four days earlier, landing Fortune and WSJ newsletter coverage.
Data-Driven Media Pitches
Extracts trend data and sentiment signals to build pitches that show reporters a story is real, not just a press release. Offers spokespeople as expert sources on verified trends.
Higher pitch conversion by leading with market data instead of announcements.
Client Positioning Intelligence
Monitors how outlets cover each client and their competitors over time. Tracks sentiment shifts, coverage volume, and narrative association to inform ongoing comms strategy.
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
See how Perception can help your agency run competitive coverage reports, find differentiated angles, and pitch stories backed by real data.