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From Data to Drama: Maximizing the Value of  Surveys for PR PRSA August 11, 2010 Kellie Sheehan
Our World is Changing
The Media Isn’t Dying:  It’s Transforming <ul><li>Who’s Producing the News? </li></ul><ul><ul><li>Roughly 1/3 of the newsr...
PR is Transforming Too <ul><li>Then: </li></ul><ul><ul><li>Something happens  </li></ul></ul><ul><ul><li>Write a press rel...
Content Marketing
Surveys Can Help Differentiate
To Survey or Not to Survey: What Are Your Intentions?
A Brief Data Disclosure <ul><li>Data goes where clients fear to tread </li></ul><ul><li>Different data sources </li></ul><...
Surveys:  Partnership, Do It Yourself
Surveys:  Analyzing Public Records
Maximize Marketing Mileage: Survey Pre-Launch & PR’s Role
Maximize Marketing Mileage: Survey Pre-Launch & PR’s Role <ul><li>Take a Front Seat  – be part of the process from the beg...
Maximize Marketing Mileage: Additional Tips <ul><li>Begin with the End </li></ul><ul><li>Think about the Best Approach </l...
Maximize Marketing Mileage: Creating Thought Leadership <ul><li>A Three Step Process </li></ul>Point of  View Pitch Platfo...
Thought Leadership <ul><li>Point of View </li></ul>Point of View Pitch Platforms
Thought Leadership <ul><li>The Pitch </li></ul>Point of View Pitch Platforms
Thought Leadership The Pitch <ul><li>Use the 4Ps for  </li></ul><ul><li>maximum impact </li></ul><ul><ul><li>Predictive </...
Thought Leadership <ul><li>The Pitch </li></ul>Point of View Pitch Platforms Pitch
Thought Leadership Platforms <ul><li>Vehicles & Outposts  </li></ul><ul><li>For POV & Pitch </li></ul><ul><li>Media interv...
Channels for PR Content
Idea Mapping Jay Baer, Convince & Convert IDEA Blog Post Podcast, Video Webinar/ Slideshare White Paper,  Book Trade Press...
Final Thoughts:  Media Receptivity <ul><li>Telephone Surveys tend to be viewed as more “scientifically sound” than online ...
Questions <ul><li>Kellie Sheehan </li></ul><ul><li>BlissPR  </li></ul><ul><li>[email_address]   </li></ul><ul><li>314-993-...
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Maximizing the public relations value of surveys

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Understanding how to maximize the media value of surveys and extend its marketing shelf-life

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Transcript of "Maximizing the public relations value of surveys"

  1. 1. From Data to Drama: Maximizing the Value of Surveys for PR PRSA August 11, 2010 Kellie Sheehan
  2. 2. Our World is Changing
  3. 3. The Media Isn’t Dying: It’s Transforming <ul><li>Who’s Producing the News? </li></ul><ul><ul><li>Roughly 1/3 of the newsroom jobs in American newspapers in 2001 are now gone </li></ul></ul><ul><ul><li>Of the top 200 news sites, 67% are tied to a legacy media outlet that produces at some original reporting; the remaining are online only (i.e., Google News, Yahoo News) </li></ul></ul><ul><ul><li>Citizen journalism at the local level is expanding rapidly. Will a more collaborative model with traditional journalism emerge? </li></ul></ul><ul><ul><li>Influx of companies, think tanks, activists & other parties producing and readily sharing their own information and news online </li></ul></ul><ul><li>Where are People Looking for News? </li></ul><ul><ul><li>Only 35% of Americans have a news destination they would call a favorite </li></ul></ul><ul><ul><li>Consumers hunting news by topic and event; grazing multiple outlets </li></ul></ul><ul><ul><li>Unique visitors to 4,600 news & information sites analyzed grew by 9.25% in 2009; monthly unique visitors to newspapers rose 14% </li></ul></ul><ul><li>Good Journalism Still Critical: </li></ul><ul><ul><li>Analysis of 1 million+ blogs & social media sites finds 80% of links are to U.S. legacy media </li></ul></ul><ul><ul><li>71% of Americans feel most news sources are biased in their coverage </li></ul></ul><ul><ul><li>70% feel overwhelmed rather than informed by amount of news and information they see </li></ul></ul><ul><li>Pew Project for Excellence in Journalism: State of the Media Report , March 2010 </li></ul>
  4. 4. PR is Transforming Too <ul><li>Then: </li></ul><ul><ul><li>Something happens </li></ul></ul><ul><ul><li>Write a press release </li></ul></ul><ul><ul><li>Get an exclusive </li></ul></ul><ul><ul><li>Pitch it everywhere else </li></ul></ul><ul><ul><li>Total up the clips </li></ul></ul><ul><ul><li>Send around the report </li></ul></ul><ul><ul><li>Repeat </li></ul></ul><ul><li>Now: </li></ul><ul><ul><li>Who has the content? </li></ul></ul><ul><ul><li>Who else cares? </li></ul></ul><ul><ul><li>Is it on strategy? </li></ul></ul><ul><ul><li>How to package it? </li></ul></ul><ul><ul><li>What influencers to get involved? </li></ul></ul><ul><ul><li>How to know where it went? </li></ul></ul><ul><ul><li>Did we move the needle? </li></ul></ul>
  5. 5. Content Marketing
  6. 6. Surveys Can Help Differentiate
  7. 7. To Survey or Not to Survey: What Are Your Intentions?
  8. 8.
  9. 9. A Brief Data Disclosure <ul><li>Data goes where clients fear to tread </li></ul><ul><li>Different data sources </li></ul><ul><ul><li>Public records </li></ul></ul><ul><ul><li>Syndicated research </li></ul></ul><ul><ul><li>Proprietary research </li></ul></ul><ul><ul><li>Do-it-Yourself </li></ul></ul><ul><ul><li>Partnerships </li></ul></ul><ul><ul><li>Qualitative vs. Quantitative </li></ul></ul>
  10. 10. Surveys: Partnership, Do It Yourself
  11. 11. Surveys: Analyzing Public Records
  12. 12. Maximize Marketing Mileage: Survey Pre-Launch & PR’s Role
  13. 13. Maximize Marketing Mileage: Survey Pre-Launch & PR’s Role <ul><li>Take a Front Seat – be part of the process from the beginning </li></ul><ul><li>Comparison Shop – competitive analysis, know your niche </li></ul><ul><li>Take it Off-Road – testing </li></ul><ul><li>Check the Horsepower – strength of the data/sample size, data cuts </li></ul><ul><li>Drive Slow & Steady – ensure it has legs </li></ul><ul><li>Have a Map – hypotheses, goals, external triggers </li></ul>
  14. 14. Maximize Marketing Mileage: Additional Tips <ul><li>Begin with the End </li></ul><ul><li>Think about the Best Approach </li></ul><ul><li>Design Questions Carefully </li></ul><ul><li>Limit Answer Choices </li></ul><ul><li>Confidentiality </li></ul><ul><li>Incentive for Participating </li></ul><ul><li>Messaging and Packaging Results are Key </li></ul>
  15. 15. Maximize Marketing Mileage: Creating Thought Leadership <ul><li>A Three Step Process </li></ul>Point of View Pitch Platforms
  16. 16. Thought Leadership <ul><li>Point of View </li></ul>Point of View Pitch Platforms
  17. 17. Thought Leadership <ul><li>The Pitch </li></ul>Point of View Pitch Platforms
  18. 18. Thought Leadership The Pitch <ul><li>Use the 4Ps for </li></ul><ul><li>maximum impact </li></ul><ul><ul><li>Predictive </li></ul></ul><ul><ul><li>Prescriptive </li></ul></ul><ul><ul><li>Provocative </li></ul></ul><ul><ul><li>Prudent </li></ul></ul>HOW? PITCH
  19. 19. Thought Leadership <ul><li>The Pitch </li></ul>Point of View Pitch Platforms Pitch
  20. 20. Thought Leadership Platforms <ul><li>Vehicles & Outposts </li></ul><ul><li>For POV & Pitch </li></ul><ul><li>Media interviews </li></ul><ul><li>Byliners /op-eds </li></ul><ul><li>Books, e-books </li></ul><ul><li>White Papers </li></ul><ul><li>Speeches, Symposia </li></ul><ul><li>Panel discussions </li></ul><ul><li>Blogs </li></ul><ul><li>Microsites, debate zones </li></ul><ul><li>Video </li></ul><ul><li>Social media outposts </li></ul><ul><li>Podcasts, webcasts, ANRs </li></ul><ul><li>User-generated content </li></ul><ul><li>(moderated, annotated) </li></ul><ul><li>Newsletters </li></ul><ul><li>RSS </li></ul><ul><li>Email campaigns </li></ul>WHAT? PLATFORMS
  21. 21. Channels for PR Content
  22. 22.
  23. 23. Idea Mapping Jay Baer, Convince & Convert IDEA Blog Post Podcast, Video Webinar/ Slideshare White Paper, Book Trade Press Email to Clients Web Download Blog Commentary Twitter Influencer Outreach On-Hold Message Facebook SMNR SEO/Landing Page Linkedin Q&A Email to Prospects
  24. 24. Final Thoughts: Media Receptivity <ul><li>Telephone Surveys tend to be viewed as more “scientifically sound” than online </li></ul><ul><li>Homogeneous surveys tend to be more powerful </li></ul><ul><li>Hard data holds more weight, but sprinkle with context and insights </li></ul><ul><li>Media outlets tend to have their own “minimums” for survey size, but there are always exceptions </li></ul><ul><li>Some insights from Carl Hendrickson, Market Measurement </li></ul>
  25. 25. Questions <ul><li>Kellie Sheehan </li></ul><ul><li>BlissPR </li></ul><ul><li>[email_address] </li></ul><ul><li>314-993-2117 ph </li></ul><ul><li>Twitter: @kshe </li></ul><ul><li>http://blog.blisspr.com </li></ul>
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