data-driven headlines: a guide to securing media coverage through data
DESCRIPTION
Webinar given on October 28, 2014 for PRSA. Geared towards public relations professionals and marketers seeking media coverage for their company by leveraging data.TRANSCRIPT
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PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
DATA-DRIVEN HEADLINES Using Data to Drive Media Coverage PRSA Webinar October 28, 2014
Sandra Fathi Chair, PRSA Tri-State District President, Affect Web: affect.com Email: [email protected] Twitter: @sandrafathi
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PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
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PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
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PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
DATAFICATION OF THE WORLD
For Consideration » Big Data vs. Small Data
» Information Sets
» Complex Topic vs. Boring Topic
» At a Glance & Emphasis
» Decision-Making, Persuasion &
Taking Action
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PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
PROPRIETARY DATA
The Gold Standard » Company Owned
» No other organization has access to the same information/insights
» Sole credible source
» Data is accessible and can be reproduced over time
» Potentially Biased
» Based on customer base or internal/platform insights
» May not be scientifically accurate or statistically significant
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PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
COMMISSIONED DATA
Next Best Thing » Partners with Credible Third-Party Source
» Access to Large Database/Consumers
» Appears Unbiased
» Costly & Difficult to Replicate
» May Not Be Directly Associated with Company
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PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
CURATED DATA
Resourceful & Insightful » Cost-Effective
» Requires Research
» Ability to Combine Data Sets
» Doesn’t ‘Own’ Content
» Difficult to Replicate (Unless using public/
government sources)
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PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
DATA TYPES
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PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
7 TIPS FOR SUCCESS
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
1. A SINGLE DATA POINT CAN MAKE HEADLINES
Just One Surprising Number » One number is all you need to craft a headline
» Counter-intuitive data
» Confirmation of long held beliefs
» Small vs. big data sources
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
2. AGGREGATE DATA TO CREATE NEW DATA
Let Someone Else do the Work » Find credible sources
» Combine the data in interesting/new ways
» Demonstrate correlation or potential links
» Leverage multiple sources to emphasize a point/gain credibility
» Present facts/information in new ways
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
FEAR OF EBOLA
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
3. EXAMINE DATA OVER TIME TO IDENTIFY TRENDS
Look with New Eyes » Examine industry reports/annual reports for patterns and trends
» What may seem insignificant in one year and be significant in decades
» Innovation or change?
» Disruption or erosion?
» Can you use the information to make predictions?
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
WOMEN IN ENGINEERING
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
4. KNOW HOW TO ASK THE QUESTION
Tailor Questions for the Answers You Seek » Visualize the headline:
Do you believe in a woman’s right to equal pay in the workplace? Yes/No
96% Say Yes
Are you a feminist? Yes/No
79% say No
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
5. DATA DOESN’T HAVE TO BE EXPENSIVE
Creativity Goes Further Than Money » Examine Your Internal Resources
» Customer Database
» Partnerships
» Examine External Resources (Free/Freemium)
» Social Media Channels
» Forums/Message Boards
» Examine Low-Cost Paid Resources
» Third-Party Single Question Sources
» Advertising Campaign
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
6. CHECK WHAT’S IN THE SAFE
What Can You Extract From Your Company/Customers/Technology?
» Readily available data
» Data you will have to mine for
» New data sources you can create
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
7. VISUALIZE THE DATA
The Presentation » Simplicity vs. Complexity
» Quick Information Absorption
» Broadens Interest Group
» Increases Real Estate (in the mind and on paper)
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
DON’T OVERCOMPLICATE IT
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
SINGLE DATAPOINT
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
SURPRISING NUMBER
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
FRUGAL GIANT
» 1,006 Internet Users Surveyed
» Email and Online
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
COMMISSIONED STUDY: OVERKILL?
» Harris Interactive Poll
» 9,126 Adults 18+
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
THIRD-PARTY DATA - VISUALIZED
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
SIMPLE GRAPHIC EXPLAINS COMPLEX TOPIC
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PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
SIMPLE GRAPHIC DEMONSTRATES COMPLEX TREND OVER TIME
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PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
DID YOU REALLY NEED THE VISUAL?
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PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
MORE RESOURCES: • Case Studies: Affect.com • White Papers: Techaffect.com • 90 Seconds to PR Success: You Tube - Affect Strategies • Slideshare.net/sfathi
Sandra Fathi Chair, PRSA Tri-State District President, Affect Web: affect.com Email: [email protected] Twitter: @sandrafathi