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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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From Data to Drama:Maximizing the Value of
Surveys for PR
PRSA
August 11, 2010
Kellie Sheehan
Our World is Changing
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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 seePew Project for Excellence in Journalism: State of the Media Report , March 2010
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
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Content Marketing
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Surveys Can Help Differentiate
To Survey or Not to Survey: What Are Your Intentions?
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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
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
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
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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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Maximize Marketing Mileage: Creating Thought Leadership
A Three Step Process
Point of View
Pitch Platforms
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Thought Leadership
Point of View
Point of View
Pitch Platforms
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Thought Leadership
The Pitch
Point of View
Pitch Platforms
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Use the 4Ps for maximum impact
•Predictive•Prescriptive•Provocative•Prudent
Thought Leadership
HOW?
The Pitch
PITCH
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Thought Leadership
The Pitch
Point of View
Pitch Platforms
Pitch
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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
Channels for PR Content
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Idea Mapping
IDEA
Blog PostPodcast,
VideoWebinar/
SlideshareWhite 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
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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
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Questions
Kellie SheehanBlissPR
314-993-2117 ph
Twitter: @kshe
http://blog.blisspr.com
