maximizing the value of surveys for pr
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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 [email protected] phTwitter: @kshehttp://blog.blisspr.com
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