1. From Data to Drama:
Maximizing the Value of
Surveys for PR
PRSA
August 11, 2010
Kellie Sheehan

2. Our World is Changing
Changes in the Changes in
business world Communications
Changes in
Marketing/PR
M k ti /PR
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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
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4. PR is Transforming Too
Then: Now:
• Something happens • Who has the content?
• Write a press release
p • Who else cares?
• Get an exclusive • Is it on strategy?
• Pitch it everywhere else • How to package it?
• Total up the clips • What influencers to get
• Send around the report involved?
• Repeat • How to know where it
went?
• Did we move th the
needle?
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5. Content Marketing
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6. Surveys Can Help Differentiate
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7. To Survey or Not to Survey:
What Are Your Intentions?
Market
Awareness
Research
Engagement
Issue
Benchmarking Ownership
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8. 8

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
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10. Surveys:
Partnership, Do It Yourself
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11. Surveys:
Analyzing Public Records
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12. Maximize Marketing Mileage:
Survey Pre-Launch & PR’s Role
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13. Maximize Marketing Mileage:
Survey Pre-Launch & PR’s Role
• Take a Front Seat – be part of the p
p process from the
beginning
• Comparison Shop – competitive analysis, know your
niche
i h
• 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
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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
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15. Maximize Marketing Mileage:
Creating Thought Leadership
A Three Step Process
Point of Pitch Platforms
View
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16. Thought Leadership
Point of View
Point of Pitch Platforms
View
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17. Thought Leadership
The Pitch
Point of Pitch Platforms
View
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18. Thought Leadership
The Pitch
Use the 4Ps for
maximum impact
•Predictive
PITCH HOW?
•Prescriptive
P i ti
•Provocative
•Prudent
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19. Thought Leadership
The Pitch
Point of Pitch
Pitch Platforms
View
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20. Thought Leadership
Platforms Vehicles & Outposts
For POV & Pitch
• Media interviews
• Byliners /op-eds
• Books, e-books
Books e books
• White Papers
• Speeches, Symposia
• Panel discussions
PLATFORMS WHAT? • Blogs
• Microsites, debate zones
• Video
• Social media outposts
• Podcasts, webcasts
Podcasts webcasts, ANRs
• User-generated content
(moderated, annotated)
• Newsletters
• RSS
• Email campaigns
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21. Channels for PR Content
Traditional
Media Association Exhibitions
Blogs,
g ,
websites,
websites (on-site
(on site media
(print, online, communities &
newsletters, interviews,
broadcast, social media
communities events/demos)
radio)
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22. 22

23. Idea Mapping
IDEA
White Paper, Podcast, Webinar/
Book
Blog Post
g
Video Slideshare
Email to Web Influencer Linkedin Email to
Download Twitter Outreach
Facebook SMNR
Prospects
p
Clients Q&A
Trade Blog On-Hold SEO/Landing
Press Commentary Message Page
Jay Baer, Convince & Convert 23

24. Final Thoughts:
Media Receptivity
• Telephone Surveys tend to be viewed as
more “scientifically sound” than online
• Homogeneous surveys tend to be more
g y
powerful
• Hard data holds more weight, but sprinkle
g , p
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
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25. Questions
Kellie Sheehan
BlissPR
kellie@blisspr.com
314-993-2117 ph
Twitter: @kshe
http://blog.blisspr.com
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