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MARKETING &
STORYTELLING TO
PROMOTE RESEARCH
Andrew Riley & Visnja Milidragovic
TITLE OF SECTION LORUM IPSUM
Text et dolorios sa asperum nonsequa
Intro Text lorem ipsum que quo que eicille stiorio nsequ...
The Hunt for Research
Searching and Assessing
TACTICS:
- Regular one-on-one
meetings
- Google Scholar alerts
MARKETING & S...
The Hunt for Research
Searching and Assessing Newsworthiness
THE MEDIA RELEASE CREATIVE BRIEF
1. Summarize in 2-3 sentence...
The Hunt for Research
Searching and Assessing Newsworthiness
WHEN TO STRIKE? IT’S ALL IN THE TIMING
• After accepted for p...
Outreach & Targeting
What Makes a Good Media Release?
• Short provocative headline
• A lead paragraph the clearly (and cle...
Outreach & Targeting
Media Relations Strategy
TARGETING JOURNALISTS
• Online media databases: Cision, Meltwater and Vocus
...
Outreach & Targeting
Finding the Hook
1. FITS THE NEWS CYCLE
MARKETING & STORYTELLING TO PROMOTE RESEARCH
Outreach & Targeting
Finding the Hook
MARKETING & STORYTELLING TO PROMOTE RESEARCH
Outreach & Targeting
Finding the Hook
2. UNEXPECTED OR QUIRKY
MARKETING & STORYTELLING TO PROMOTE RESEARCH
Outreach & Targeting
Finding the Hook
MARKETING & STORYTELLING TO PROMOTE RESEARCH
Outreach & Targeting
Finding the Hook
3. INTENTIONALLY
PROVOCATIVE
MARKETING & STORYTELLING TO PROMOTE RESEARCH
Outreach & Targeting
Finding the Hook
MARKETING & STORYTELLING TO PROMOTE RESEARCH
Outreach & Targeting
Finding the Hook
4. COUNTERINTUITIVE
MARKETING & STORYTELLING TO PROMOTE RESEARCH
Outreach & Targeting
Finding the Hook
MARKETING & STORYTELLING TO PROMOTE RESEARCH
Outreach & Targeting
Media Releases
KINDS OF MEDIA RELEASES
• Studies
• Expert Release targeted toward an upcoming event i...
Landing the Media Hit
Preparing for Interviews
• Key messages:
• If there’s three key things you want to make clear, what ...
Fuelling Interest In Media Relations
Internal Buy-In
• Annual media training for new faculty initiated by the dean‘s offic...
Content Strategy
The Role of Media Relations
• Media relations as part of an overall content strategy of the school
• Edit...
Content Strategy
Amplification online
• Media releases as additional content
on our site
• building brand, thought
leaders...
Content Strategy
Amplification online
REPURPOSE MEDIA HITS FOR MORE EXPOSURE
• Monitor mentions in media through Meltwater...
Content Strategy
Amplification online
RESULTS OF REPURPOSING
MARKETING & STORYTELLING TO PROMOTE RESEARCH
Content Strategy
Brand Journalism
• www.discoverwithsauder.com
• Builds share of voice around key
strengths
• Shows leader...
Content Strategy
Infographics
• Makes information
immediate and relevant
• Increases sharablity in
social channels
• When ...
Amplification Tactics:
Encourage Sharing
CREATE A HOOK
• Ask questions, use numbers to capture attention
• Use catchy word...
Amplification Tactics:
Encourage Sharing
MAKE IT DISCOVERABLE / INCREASE REACH
• Use existing #hashtags to leverage topica...
Amplification Tactics: Examples
MARKETING & STORYTELLING TO PROMOTE RESEARCH
Amplification Tactics: More Examples
MARKETING & STORYTELLING TO PROMOTE RESEARCH
TITLE OF SECTION LORUM IPSUM
Text et dolorios sa asperum nonsequa
Intro Text lorem ipsum que quo que eicille stiorio nsequ...
TITLE OF SECTION LORUM IPSUM
Text et dolorios sa asperum nonsequa
Intro Text lorem ipsum que quo que eicille stiorio nsequ...
Questions?
Andrew.Riley@sauder.ubc.ca
@andrewcriley
Visnja.Milidragovic@sauder.ubc.ca
@vishmili
MARKETING & STORYTELLING T...
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CAURA 2014 Workshop: Marketing & Storytelling to Promote Research

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Slide from a workshop I co-presented at CAURA Regional Conference 2014 in Vancouver, BC. Marketing & Storytelling to Promote Research, using various examples from my work at the Sauder School of Business.

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CAURA 2014 Workshop: Marketing & Storytelling to Promote Research

  1. 1. MARKETING & STORYTELLING TO PROMOTE RESEARCH Andrew Riley & Visnja Milidragovic
  2. 2. TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header MARKETING & STORYTELLING TO PROMOTE RESEARCH Disseminating Research: From journal to media room 1. The hunt for the research 2. Crafting the media release 3. Targeting journalists - at the right time with the right hook 4. Getting the media hit: Preparing for interviews 5. Beyond media relations: Cultivating ongoing interest (internal communications, online amplification, reporting)
  3. 3. The Hunt for Research Searching and Assessing TACTICS: - Regular one-on-one meetings - Google Scholar alerts MARKETING & STORYTELLING TO PROMOTE RESEARCH
  4. 4. The Hunt for Research Searching and Assessing Newsworthiness THE MEDIA RELEASE CREATIVE BRIEF 1. Summarize in 2-3 sentences, and in lay terms, the essence of your research 2. What are your key findings (please bullet)? 3. How does your research affect one or more of the following: – companies – public policy – investors – consumers – other? 4. Why are these effects significant in the short and long term? Why now? 5. Is it the first-of-its-kind? How does it challenge a prevailing viewpoint? How does it unveil new findings that will affect the marketplace or everyday life? 6. How does your research relate to current business phenomena and/or news? MARKETING & STORYTELLING TO PROMOTE RESEARCH
  5. 5. The Hunt for Research Searching and Assessing Newsworthiness WHEN TO STRIKE? IT’S ALL IN THE TIMING • After accepted for publication and before it’s published online (ideally) • Coordinating with the journals and other schools (leveraging other efforts for promotion) • If a big American school or journal with lots of contacts, divide and conquer. If it’s already in the media it’s old news. MARKETING & STORYTELLING TO PROMOTE RESEARCH
  6. 6. Outreach & Targeting What Makes a Good Media Release? • Short provocative headline • A lead paragraph the clearly (and cleverly) drives home the main finding of the study • Use quotes that push the narrative forward • Content that explains how the results were found – but not too much • Try to limit to 300 words • Put additional information in the background • Image. Video is even better MARKETING & STORYTELLING TO PROMOTE RESEARCH
  7. 7. Outreach & Targeting Media Relations Strategy TARGETING JOURNALISTS • Online media databases: Cision, Meltwater and Vocus • Building a roster of go-to journalists • Embargoed pitching for top tier journalists • Pulling lists for social media (bloggers, influencers) for extra outreach MARKETING & STORYTELLING TO PROMOTE RESEARCH
  8. 8. Outreach & Targeting Finding the Hook 1. FITS THE NEWS CYCLE MARKETING & STORYTELLING TO PROMOTE RESEARCH
  9. 9. Outreach & Targeting Finding the Hook MARKETING & STORYTELLING TO PROMOTE RESEARCH
  10. 10. Outreach & Targeting Finding the Hook 2. UNEXPECTED OR QUIRKY MARKETING & STORYTELLING TO PROMOTE RESEARCH
  11. 11. Outreach & Targeting Finding the Hook MARKETING & STORYTELLING TO PROMOTE RESEARCH
  12. 12. Outreach & Targeting Finding the Hook 3. INTENTIONALLY PROVOCATIVE MARKETING & STORYTELLING TO PROMOTE RESEARCH
  13. 13. Outreach & Targeting Finding the Hook MARKETING & STORYTELLING TO PROMOTE RESEARCH
  14. 14. Outreach & Targeting Finding the Hook 4. COUNTERINTUITIVE MARKETING & STORYTELLING TO PROMOTE RESEARCH
  15. 15. Outreach & Targeting Finding the Hook MARKETING & STORYTELLING TO PROMOTE RESEARCH
  16. 16. Outreach & Targeting Media Releases KINDS OF MEDIA RELEASES • Studies • Expert Release targeted toward an upcoming event in the news cycle • Q&As to showcase deep applied subject area knowledge MARKETING & STORYTELLING TO PROMOTE RESEARCH
  17. 17. Landing the Media Hit Preparing for Interviews • Key messages: • If there’s three key things you want to make clear, what are they? • How would you explain this at a cocktail party? • Mock interviews MARKETING & STORYTELLING TO PROMOTE RESEARCH
  18. 18. Fuelling Interest In Media Relations Internal Buy-In • Annual media training for new faculty initiated by the dean‘s office • Internal reporting on metrics / celebrating success • Digital signage MARKETING & STORYTELLING TO PROMOTE RESEARCH
  19. 19. Content Strategy The Role of Media Relations • Media relations as part of an overall content strategy of the school • Editorial calendar (media relations integrated into content development for online) • Editorial team – writers, web production, social media MARKETING & STORYTELLING TO PROMOTE RESEARCH
  20. 20. Content Strategy Amplification online • Media releases as additional content on our site • building brand, thought leadership • Repurposed for eblasts • Shared to social media MARKETING & STORYTELLING TO PROMOTE RESEARCH
  21. 21. Content Strategy Amplification online REPURPOSE MEDIA HITS FOR MORE EXPOSURE • Monitor mentions in media through Meltwater alerts • “Sauder in The News” web story • Shared to web/social - using #SauderInTheNews, #SauderExperts + LinkedIn Media Room MARKETING & STORYTELLING TO PROMOTE RESEARCH
  22. 22. Content Strategy Amplification online RESULTS OF REPURPOSING MARKETING & STORYTELLING TO PROMOTE RESEARCH
  23. 23. Content Strategy Brand Journalism • www.discoverwithsauder.com • Builds share of voice around key strengths • Shows leadership and showcases strategic areas of strength • It’s not about the brand, but it places the brand into a conversation about the values it lives, through the people in its community MARKETING & STORYTELLING TO PROMOTE RESEARCH
  24. 24. Content Strategy Infographics • Makes information immediate and relevant • Increases sharablity in social channels • When shared to social media, get far more clicks than links alone. MARKETING & STORYTELLING TO PROMOTE RESEARCH
  25. 25. Amplification Tactics: Encourage Sharing CREATE A HOOK • Ask questions, use numbers to capture attention • Use catchy words to stand out in a crowded space • Write concisely, colloquially for social media audiences • 140 characters maximum for Twitter • Consider that many users may be on their mobile device • Source an image for use in social (even if your press release doesn’t have one) • Images get 4-6 times the click-throughs in social than links alone MARKETING & STORYTELLING TO PROMOTE RESEARCH
  26. 26. Amplification Tactics: Encourage Sharing MAKE IT DISCOVERABLE / INCREASE REACH • Use existing #hashtags to leverage topical trends and keywords in social media • SEO: Use keywords in headlines and copy for boosting organic search • Research key influencers using tools & prospecting; @tag them in your posts • Post to other pages to alert them of your post for more sharing potential • Monitor conversations for more opportunities to deeply engage around the research MARKETING & STORYTELLING TO PROMOTE RESEARCH
  27. 27. Amplification Tactics: Examples MARKETING & STORYTELLING TO PROMOTE RESEARCH
  28. 28. Amplification Tactics: More Examples MARKETING & STORYTELLING TO PROMOTE RESEARCH
  29. 29. TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Now you try it. Exercise: 1. Split into 6 even groups 2. Write a catchy headline. 3. Craft the lead paragraph -- 50 words max 4. Write 3 tweets using recommended tactics covered: CREATE A HOOK & MAKE IT DISCOVERABLE • Ask questions, use numbers to draw attention • Use catchy terms to stand out in a crowded space • Write concisely, colloquially for social media • 140 characters maximum for Twitter • #hashtags to leverage existing trends in social media MARKETING & STORYTELLING TO PROMOTE RESEARCH
  30. 30. TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header How we did it 1. http://news.ubc.ca/2014/02/05/want-brand-loyalty-scare- your-customers/ 2. http://news.ubc.ca/2014/04/23/foreign-firms-work-harder- to-communicate-than-u-s-competitors/ 3. http://news.ubc.ca/2014/05/15/nhl-study/ 4. http://news.ubc.ca/2014/09/30/gender-equality-olympics/ 5. http://news.ubc.ca/2013/02/25/catfight-workplace- conflicts-between-women-get-bad-rap/ 6. http://news.ubc.ca/2013/11/08/slacktivism-liking-on- facebook-may-mean-less-giving/ MARKETING & STORYTELLING TO PROMOTE RESEARCH
  31. 31. Questions? Andrew.Riley@sauder.ubc.ca @andrewcriley Visnja.Milidragovic@sauder.ubc.ca @vishmili MARKETING & STORYTELLING TO PROMOTE RESEARCH

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