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What is the most expensive communication mistake a business owner can make?
In this episode, Bill Ilgenfritz sits down with Jeff Krakoff, founder of Krakoff Communications, to
discuss how communication, trust and reputation directly affect the growth and value of a
business.
With more than 33 years of experience in public relations and communications, Jeff explains
why customers do not care about every detail of how your business works—they want to
understand what you can do for them.
Jeff also shares how CEOs should prepare for media interviews, what companies should do
during a public crisis, how to repair a damaged reputation and why listening may be one of the
most important communication skills a leader can develop.
In this conversation, you’ll learn:
• The biggest communication mistake business owners make
• How to build genuine trust with customers
• What CEOs should do before a media interview
• How to respond when your company is facing a crisis
• Why your reputation affects your business valuation
• How to tell whether your social media strategy is working
• When small businesses should begin investing in PR
• Why business owners must work on their business—not only in it
Jeff also reflects on becoming a “reluctant entrepreneur,” building Krakoff Communications,
leading a strong team and the lessons he wishes he had understood when he first started his
company.
Watch the full conversation and learn how clearer communication can help you earn trust,
protect your reputation and build a more valuable business.
#BusinessGrowth #PublicRelations #Entrepreneurship#steelcitygrowth
Chapters:
0:00 – Meet Jeff Krakoff: 33 Years in Communications
0:49 – The Most Important Strategy for Growing a Business
1:39 – Becoming a “Reluctant Entrepreneur”
2:04 – The Danger of Relying on One Major Client
2:56 – The Most Expensive Communication Mistake
4:21 – The Biggest Media Mistake CEOs Make
5:36 – What Jeff Wants Audiences to Remember
6:34 – How Business Owners Build Trust
7:25 – Repairing a Damaged Business Reputation
8:27 – What Makes Content and Interviews Effective
10:10 – Is There Such a Thing as Bad Publicity?
12:24 – Handling Difficult Media Questions
15:16 – What to Do During a Public Crisis
17:07 – The Communication Habit Great Leaders Need
18:30 – When Small Businesses Should Invest in PR
19:52 – The Biggest Branding Mistake
21:16 – How to Know Whether Social Media Is Working
22:53 – How Reputation Affects Business Value
24:08 – Jeff’s Most Memorable Crisis Experience
24:49 – Bringing Critical Manufacturing Back to America
26:42 – Memorable Media and Client Stories
28:21 – Preparing CEOs for Major Interviews
29:22 – Jeff’s Proudest Professional Moments
31:00 – Inside Krakoff Communications
32:51 – Jeff’s Ideal Client
34:06 – The Messaging Problem Most Businesses Have
35:12 – Why a Business Must Be Bigger Than Its Founder
36:39 – Advice Jeff Would Give His Younger Self
37:45 – Life Outside of Work
39:06 – How to Connect With Jeff
39:51 – Pittsburgh Rapid-Fire Questions
40:45 – Final Thoughts From Bill and Jeff
41:12 – Thank You for Watching
41:23 – See You Next Time
🔗 Steel City Growth & Host Links
In this episode, Bill Ilgenfritz sits down with Jeff Krakoff, founder of Krakoff Communications, to
discuss how communication, trust and reputation directly affect the growth and value of a
business.
With more than 33 years of experience in public relations and communications, Jeff explains
why customers do not care about every detail of how your business works—they want to
understand what you can do for them.
Jeff also shares how CEOs should prepare for media interviews, what companies should do
during a public crisis, how to repair a damaged reputation and why listening may be one of the
most important communication skills a leader can develop.
In this conversation, you’ll learn:
• The biggest communication mistake business owners make
• How to build genuine trust with customers
• What CEOs should do before a media interview
• How to respond when your company is facing a crisis
• Why your reputation affects your business valuation
• How to tell whether your social media strategy is working
• When small businesses should begin investing in PR
• Why business owners must work on their business—not only in it
Jeff also reflects on becoming a “reluctant entrepreneur,” building Krakoff Communications,
leading a strong team and the lessons he wishes he had understood when he first started his
company.
Watch the full conversation and learn how clearer communication can help you earn trust,
protect your reputation and build a more valuable business.
#BusinessGrowth #PublicRelations #Entrepreneurship#steelcitygrowth
Chapters:
0:00 – Meet Jeff Krakoff: 33 Years in Communications
0:49 – The Most Important Strategy for Growing a Business
1:39 – Becoming a “Reluctant Entrepreneur”
2:04 – The Danger of Relying on One Major Client
2:56 – The Most Expensive Communication Mistake
4:21 – The Biggest Media Mistake CEOs Make
5:36 – What Jeff Wants Audiences to Remember
6:34 – How Business Owners Build Trust
7:25 – Repairing a Damaged Business Reputation
8:27 – What Makes Content and Interviews Effective
10:10 – Is There Such a Thing as Bad Publicity?
12:24 – Handling Difficult Media Questions
15:16 – What to Do During a Public Crisis
17:07 – The Communication Habit Great Leaders Need
18:30 – When Small Businesses Should Invest in PR
19:52 – The Biggest Branding Mistake
21:16 – How to Know Whether Social Media Is Working
22:53 – How Reputation Affects Business Value
24:08 – Jeff’s Most Memorable Crisis Experience
24:49 – Bringing Critical Manufacturing Back to America
26:42 – Memorable Media and Client Stories
28:21 – Preparing CEOs for Major Interviews
29:22 – Jeff’s Proudest Professional Moments
31:00 – Inside Krakoff Communications
32:51 – Jeff’s Ideal Client
34:06 – The Messaging Problem Most Businesses Have
35:12 – Why a Business Must Be Bigger Than Its Founder
36:39 – Advice Jeff Would Give His Younger Self
37:45 – Life Outside of Work
39:06 – How to Connect With Jeff
39:51 – Pittsburgh Rapid-Fire Questions
40:45 – Final Thoughts From Bill and Jeff
41:12 – Thank You for Watching
41:23 – See You Next Time
🔗 Steel City Growth & Host Links
🎧 Listen on all podcast platforms:
https://steelcitygrowth.live
https://steelcitygrowth.live
🎥 Subscribe on YouTube:
https://www.youtube.com/@SteelCityGrowth
https://www.youtube.com/@SteelCityGrowth
👤 Host — William Ilgenfritz
LinkedIn: https://www.linkedin.com/in/bill-ilgenfritz-83161652/
LinkedIn: https://www.linkedin.com/in/bill-ilgenfritz-83161652/
Murphy Business Pittsburgh: https://murphybusiness.com/pittsburgh/
🤝 Sponsored by Murphy Business of Pittsburgh
Helping business owners plan, grow, and transition successfully.
✅ Don’t forget to:
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🔔 Subscribe for more conversations with business owners and founders across the greater Pittsburgh area.
💬 Drop your thoughts in the comments
🔔 Subscribe for more conversations with business owners and founders across the greater Pittsburgh area.
Creators and Guests
What is Steel City Growth?
Welcome to Steel City Growth! Each week, we’ll explore the passions, expertise, and experiences of business owners and founders in the greater Pittsburgh area. Steel City Growth is proudly sponsored by Murphy Business—committed to providing exceptional services to meet all your business needs.