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

Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

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

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

USAToday Snapshots
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

Ashton Kutcher vs. CNN
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

About.com: Sometimes
the Question is the Story
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

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

LinkedIn: Free/Low-Cost
Single Question Polls
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

Survey Monkey: Free/
Low-Cost Distribution &
Analysis
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

TwtPoll/PollDaddy:
Free Social
Networking Polls
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

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

Microsoft: Turn Spam
Reports Into Headlines
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

YouTube: User Stats to
Video on the Internet
Demographics
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

Campaigner: Statistics
Aggregator
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

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

Absolute Software:
Leveraging 3rd Party
Data
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

Time: Top 10 Everything
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

Netpop: Analyzing &
Aggregating Data =
Market Intelligence
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

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

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

BusinessWeek:
Iraq’s Fallen 4,000
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

Inc. Magazine:
CEO Compensation
» 2 Sentence Story
» Full Page Article
» Data Over Time = Trend
Identification
» Visual Impact
Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

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