maximizing the value of surveys for pr

From Data to Drama:Maximizing the Value ofMaximizing the Value of

Surveys for PR

PRSAPRSAAugust 11, 2010Kellie Sheehan

Our World is ChangingOur World is Changing

Changes in the business world

Changes in Communications

Changes in M k ti /PRMarketing/PR

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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

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– 70% feel overwhelmed rather than informed by amount of news and information they seePew Project for Excellence in Journalism: State of the Media Report , March 2010

PR is Transforming Too

Then: Now:

PR is Transforming Too

Then:• Something happens • Write a press release

Now:• Who has the content?• Who else cares?p

• Get an exclusive• Pitch it everywhere else• Total up the clips

• Is it on strategy?• How to package it?• What influencers to get

• Send around the report• Repeat

involved?• How to know where it

went? Did th• Did we move the needle?

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Content MarketingContent Marketing

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Surveys Can Help DifferentiateSurveys Can Help Differentiate

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To Survey or Not to Survey: What Are Your Intentions?

Market Research Awareness

Engagement

IssueBenchmarking

Issue Ownership

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A Brief Data DisclosureA Brief Data Disclosure

• Data goes where clients fear to treadData goes where clients fear to tread• Different data sources

– Public recordsPublic records – Syndicated research– Proprietary research– Do-it-Yourself– Partnerships– Qualitative vs. Quantitative

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Surveys: Partnership, Do It Yourself

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Surveys: Analyzing Public Records

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Maximize Marketing Mileage:Survey Pre-Launch & PR’s Role

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Maximize Marketing Mileage:Survey Pre-Launch & PR’s Role• Take a Front Seat – be part of the process from the p p

beginning• Comparison Shop – competitive analysis, know your

i hniche• Take it Off-Road – testing • Check the Horsepower – strength of the data/sample• 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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Maximize Marketing Mileage:Additional Tips

• Begin with the EndBegin with the End• Think about the Best Approach• Design Questions CarefullyDesign Questions Carefully• Limit Answer Choices• Confidentiality• Confidentiality• Incentive for Participating• Messaging and Packaging Results are Key• Messaging and Packaging Results are Key

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Maximize Marketing Mileage: Creating Thought Leadership

A Three Step Process

Point of View

Pitch PlatformsView

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Thought LeadershipThought Leadership

Point of View

Point of Pitch PlatformsView

Pitch Platforms

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Thought LeadershipThought Leadership

The Pitch

Point of Pitch PlatformsView

Pitch Platforms

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Thought LeadershipThought LeadershipThe Pitch

Use the 4Ps forUse the 4Ps for maximum impact

•PredictiveP i tiHOW?PITCH •Prescriptive

•Provocative•Prudent

PITCH

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Thought LeadershipThought Leadership

The Pitch

Point of Pitch PlatformsPitchView

Pitch PlatformsPitch

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Thought LeadershipVehicles & Outposts For POV & Pitch

Thought LeadershipPlatforms

For POV & Pitch• Media interviews• Byliners /op-eds• Books e books• Books, e-books• White Papers• Speeches, Symposia• Panel discussions• BlogsWHAT?PLATFORMS • Blogs• Microsites, debate zones• Video• Social media outposts• Podcasts webcasts ANRs

PLATFORMS

• Podcasts, webcasts, ANRs• User-generated content

(moderated, annotated)• Newsletters• RSS

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• RSS• Email campaigns

Channels for PR ContentChannels for PR Content

Traditional Media Blogs, Association

websitesExhibitions

(on site media(print, online, broadcast,

radio)

g ,communities & social media

websites, newsletters, communities

(on-site media interviews,

events/demos)

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Idea MappingIdea Mapping

IDEA

Blog Post Podcast, Video

Webinar/Slideshare

White Paper, Book g Video SlideshareBook

Email to Clients

Web Download Twitter Influencer

Outreach Facebook SMNR LinkedinQ&A

Email to Prospects

Trade Press

Clients

Blog Commentary

On-Hold Message

SEO/Landing Page

Q&A p

Jay Baer, Convince & Convert 23

Final Thoughts: Media Receptivity

• Telephone Surveys tend to be viewed asTelephone Surveys tend to be viewed as more “scientifically sound” than online

• Homogeneous surveys tend to be more g ypowerful

• Hard data holds more weight, but sprinkle g , pwith context and insights

• Media outlets tend to have their own “minimums” for survey size, but there are always exceptions

24Some insights from Carl Hendrickson, Market Measurement

QuestionsQuestions

Kellie SheehanBlissPR kellie@blisspr.com314-993-2117 phTwitter: @kshehttp://blog.blisspr.com

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