data driven pr: 8 steps to building media attention with research
DESCRIPTION
Do you want to learn how your internal data can be used to gain media coverage in The New York Times, USA Today, and Mashable? Or how a simple consumer survey can lead to hundreds of new leads for your business? Learn how in this presentation from Mike Santoro, President of tech PR firm Walker Sands, and Andrea Kempfer, Director of Marketing at market research firm Lab42. The recorded presentation can be viewed at: http://www.walkersands.com/Data-Driven-PR-WebinarTRANSCRIPT
Data Driven Public Relations:
8 Steps to Building Media Attentionwith Quantitative Research
About the Presenters
Mike Santoro
President, Walker Sands@michaelsantoro
Andrea Kempfer
Director of Marketing , Lab42@AndreaKempfer
“I Need Mainstream Credibility”
“I’d say that in OkCupid’s case, it’s not just about owning proprietary content, but rather exploiting proprietary content - that is what is the key. We had had the content for years and years, but not until late 2009 did we really figure out how to exploit it.” - Sam Yagan, CEO, Match.com
Results
75Media Placements
+91% in Web Traffic
“Second City third in cybercrime”
“Houston ranked No.8
for online fraud”
The 8 Steps to Building Media Attentionwith Quantitative Research
Pick the Data Source
Consider executing a survey
Start by searching through your
own data
Weigh the costs of internal vs.
external data
Step
1
Formulate Your Hypothesis Headline
What’s already out
there?
What will be compelling to
my target audience and newsworthy to
press?
Who Should I
ask?
Ask Yourself...
Step
2
Ask the Right Questions to the Right People
Gather demograph
ic information
Ask a variety of questions
Write down your
research objectives
Step
3
Dive Right Into Your Results!
Dig deeper with
crosstabs
Digest the results
Finalize your
headlines
Step
4
Create Supporting MediaStep
5
Downloadable Content
Visualize Data
/InfographicVideo /
MultimediaPresentation
Pick the Right Story for the Right Audience
It’s ok to share more data than
you might be naturally inclined to
do – the reporter might be interested in
a secondary data point.
Pitch the right story to the right reporter
Share the most interesting point
right away
Step
6
Deploy Across Multiple Channels
Blog
SocialSales
Presentation
Email Webinar
Website
Step
7
Measure: Was It Worth It?
MediaPlacements
SocialShares
Website Traffic
WhitepaperDownloads
Impact on Business
Step
8
What Can You Do Today?
Questions to Ask1. How can I use the data I already have on hand?
2. What data do I need to generate in order to craft a compelling story?
3. How do I transform that data into bite-size nuggets for my target audience, press, and prospective clients?
4. Who can help me put my plan into action?
Questions?
Mike Santoro
President, Walker Sands@michaelsantoro
Andrea Kempfer
Director of Marketing , Lab42@AndreaKempfer
Thank You!
Next Webinar:
Measuring PR with Google AnalyticsDecember 11, 1pm EST