Turn PR Into Your Secret Weapon for Market Dominance with Karla Jo Helms

GUEST: Karla Jo Helms, Founder and CEO of JOTO PR Disruptors

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In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter speaks with Karla Jo Helms, Founder and CEO of JOTO PR Disruptors, to share her innovative approach to PR that combines crisis management principles with advanced media algorithms to help companies build and protect their market position.

What You’ll Learn:

• How to leverage mathematical formulas and crisis management principles for a proactive PR strategy
• The proven framework for calculating PR exposure needs based on market size and audience reach
• Why staying visible and consistently communicating purpose is crucial for 86% of successful tech CEOs
• How to build media relationships by providing value rather than seeking publicity
• The critical principles of crisis communication and common mistakes to avoid
• Why defensive PR strategies fail and how to take control of your narrative

Karla Jo Helms is the Founder and CEO of JOTO PR Disruptors, a globally recognized agency known for its innovative anti-PR strategies. With a distinguished background in crisis management, she has pioneered an approach that combines advanced media algorithms with traditional PR methods to create highly effective campaigns. Her expertise stems from extensive experience working with healthcare and technology organizations, where she developed mathematical and data-driven approaches to public relations.

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Why PR Is the Most Underrated Weapon in B2B

Karla learned early in her career that PR is a weapon often used by bigger players to derail smaller, more innovative competitors. Her wake-up call came from witnessing firsthand how public opinion can be manipulated to crush emerging challengers. Now, instead of just cleaning up crises, she helps B2B companies flip the script and go on the offense: understand your total addressable market, do the math on exposure, and use your PR to lead with substance.

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“It’s not the Wild West where you could shoot them out. You could print them out.”

Karla Jo Helms, Founder and CEO of JOTO PR Disruptors

Why Brand Resilience Is Your Best PR Strategy

To build a resilient B2B brand, don't just react; lead with consistent, visible storytelling. Brand resilience means having enough goodwill and momentum that temporary setbacks don't derail your growth. That starts with taking charge of your narrative, staying constantly visible, and repeatedly communicating your purpose.

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“You keep that resilience by continuing to put out the communication and the narrative and the brand story that you want.”

Karla Jo Helms, Founder and CEO of JOTO PR Disruptors

Purpose-Driven PR

If your company's purpose is to champion a cause, like leveling the playing field for small businesses, then every story you tell, every interview you give, and every piece of PR you put out should reinforce that mission. It doesn't need to be a direct product pitch, but it should always orbit the same core narrative. Position your brand as the hero in your customer's journey, and they'll rally behind you because they recognize you're fighting for them.

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“That is the purpose of the company, to regulate the playing field. And that’s what PR does.”

Karla Jo Helms, Founder and CEO of JOTO PR Disruptors

‍Now that you know how to leverage the full power of PR, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.