From Data to Drama:
Maximizing the Value of
Surveys for PR
PRSA
August 11, 2010
Kellie Sheehan
Our World is Changing
2
3
The Media Isn’t Dying:
It’s Transforming
• Who’s Producing the News?
– Roughly 1/3 of the newsroom jobs in American news...
Then:
• Something happens
• Write a press release
• Get an exclusive
• Pitch it everywhere else
• Total up the clips
• Sen...
Content Marketing
5
6
Surveys Can Help Differentiate
To Survey or Not to Survey:
What Are Your Intentions?
7
8
9
A Brief Data Disclosure
• Data goes where clients fear to tread
• Different data sources
– Public records
– Syndicated r...
Surveys:
Partnership, Do It Yourself
10
Surveys:
Analyzing Public Records
11
12
Maximize Marketing Mileage:
Survey Pre-Launch & PR’s Role
13
Maximize Marketing Mileage:
Survey Pre-Launch & PR’s Role
• Take a Front Seat – be part of the process from the
beginni...
14
Maximize Marketing Mileage:
Additional Tips
• Begin with the End
• Think about the Best Approach
• Design Questions Car...
15
Maximize Marketing Mileage:
Creating Thought Leadership
A Three Step Process
Point of
View
Pitch Platforms
16
Thought Leadership
Point of View
Point of
View
Pitch Platforms
17
Thought Leadership
The Pitch
Point of
View
Pitch Platforms
18
Use the 4Ps for
maximum impact
•Predictive
•Prescriptive
•Provocative
•Prudent
Thought Leadership
HOW?
The Pitch
PITCH
19
Thought Leadership
The Pitch
Point of
View
Pitch PlatformsPitch
20
Vehicles & Outposts
For POV & Pitch
•Media interviews
•Byliners /op-eds
•Books, e-books
•White Papers
•Speeches, Sympos...
Channels for PR Content
21
22
Idea Mapping
IDEA
Blog Post
Podcast,
Video
Webinar/
Slideshare
White Paper,
Book
Trade
Press
Email to
Clients
Web
Download...
24
Final Thoughts:
Media Receptivity
• Telephone Surveys tend to be viewed as
more “scientifically sound” than online
• Ho...
25
Questions
Kellie Sheehan
BlissPR
kellie@blisspr.com
314-993-2117 ph
Twitter: @kshe
http://blog.blisspr.com
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Maximizing the pr value of surveys 8.5.10

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Presentation by Kellie Sheehan, VP of Bliss PR on the value of surveys in PR. Presented in a webinar to the Central Ohio PRSA Chapter in August 2010

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Maximizing the pr value of surveys 8.5.10

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

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