Using Statistics, Data & White Papers To Generate Media:  Media Relations Summit 2009
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Using Statistics, Data & White Papers To Generate Media: Media Relations Summit 2009

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Presentation given at Bulldog Reporter's Media Relations Summit 2009 on May 19th in NYC.

Presentation given at Bulldog Reporter's Media Relations Summit 2009 on May 19th in NYC.

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  • 1. Using Research, Surveys & White Papers to Generate Media Coverage: Big Ideas for Small Budgets Prepared for Media Relations 2009 May 19th, 2009 New York City Sandra Fathi Email: sfathi@affectstrategies.com President, Affect Strategies Twitter: @sandrafathi Web: www.affectstrategies.com Blog: www.techaffect.com Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 2. Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 3. Generating News » Facts & Figures Can Be News: 1 Data Point is All You Need » Research Can Be Fast, Cheap & Effective » You Are Probably Sitting on a Goldmine » Someone Has Already Done the Work for You: 3rd Party Data » Ask & You’ll Receive: Employees, Customers & Contacts Can Help » Visualize the Headline: Greater Comprehension & More Real Estate Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 4. Facts & Figures » 1 Data Point Makes a Story » Aggregating Data Makes a New Story » Looking at Data Over Time Identifies Trends » Stating the Obvious Isn’t Always Obvious » Statistics & Data Mining Are Art & Science » Sometimes the Question is the Story Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 5. USAToday Snapshots Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 6. Ashton Kutcher vs. CNN Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 7. About.com: Sometimes the Question is the Story Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 8. Research Can Be Fast, Cheap & Effective » Free Online Resources: LinkedIn » Free Distribution Channels: Social Media » Low-cost Distribution & Analysis: Survey Monkey » Use Your Assets: Website, email, press release, groups, associations, membership Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 9. LinkedIn: Free/Low-Cost Single Question Polls Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 10. Survey Monkey: Free/ Low-Cost Distribution & Analysis Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 11. TwtPoll/PollDaddy: Free Social Networking Polls Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 12. Sitting on a Goldmine » Sales & Marketing Data on Your Own Product/Company » Customer Service/Tech Support Calls » Customer Feedback » Web Analytics/Traffic Patterns » Registration Information » Employee/HR Information Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 13. Microsoft: Turn Spam Reports Into Headlines Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 14. YouTube: User Stats to Video on the Internet Demographics Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 15. Campaigner: Statistics Aggregator Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 16. 3rd Party Research » Someone Else’s Data is Your Free Research » Old is New Again » Aggregate Data to Create New Data » Analyze Data to Create New Data (Meta Data – Information - Knowledge) Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 17. Absolute Software: Leveraging 3rd Party Data Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 18. Time: Top 10 Everything Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 19. Netpop: Analyzing & Aggregating Data = Market Intelligence Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 20. Ask & You Shall Receive (Help) » The Focus Group Around You: Employees, Customers, Contacts » Leverage Social Networks » Partner with a Distribution Outlet (Publication, Strategic Partner, Vendor etc.) » Partner with a List Owner (Publication, Strategic Partner, Vendor etc.) Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 21. Visualize the Headline » A Picture Tells the Story » A Picture Sells the Story » Images Take Up More Real Estate = More Coverage » Cover Stories Require Images » Visuals Are Viral Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 22. BusinessWeek: Iraq’s Fallen 4,000 Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 23. Inc. Magazine: CEO Compensation » 2 Sentence Story » Full Page Article » Data Over Time = Trend Identification » Visual Impact Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  • 24. Contact Information & Resources: Sandra Fathi sfathi@affectstrategies.com 212 398 9680 web: www.affectstrategies.com blog: www.techaffect.com twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009