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Moneyball: Using Research to Pick Winning Communication Tools
Jeff Hutson, MA, ABC
RelationalGravityIt’s about relationships … always
®
View Video: http://bit.ly/TJuSUY
You’re
discounting
what scouts
have done for
150 years?
2
5 Steps to Moneyball PR Step 1: Get your head in the game (Who are you?)
Step 2: Challenge authority
Step 3: Get your geek on (Discover science)
Step 4: Specific tools for you (Free)
Step 5: Keep your eyes open (There’s free data everywhere)
3
Step 1: Who are you?
How you are wired for communication success …
4
How are you wired? Right brained or left … you can achieve with statistics
How do you find truth?
Left brain, right brain?
Myers-Briggs?
Clifton StrengthsFinder?
Left Brain Right Brain
Language Recognition
Logic Emotions
Critical Thinking Intuition
Numbers Music & Reading
Reasoning Creativity
5
Who am I? Strategic
Connectedness
Analytical
Communication
Achiever
Extroverted
iNtuitive
Thinking
Judging
Primary: Deal with things
rationally and logically.
Secondary: Take things in
via intuition.
6
Creative vs. Analytical Creative sells
What the client (or your boss) likes
What the client (or your boss) may expect from you: Outputs
Analytical delivers
A harder sell to many clients
Counter to PR’s creative, news media-oriented reputation
The engine that (with creative) delivers results: Outcomes
7
Step 2: Challenge authority!
What if they’re wrong … even some of the time?
8
Says who! Traditional, time-tested PR methods are reliable
We can’t compete with a small budget
Unpaid media is invariably more credible
Earned media is always cost effective
PR people aren’t good with numbers
Communication is an art, not a science
9
Tradition: Can PR evolve? Remember Moneyball:
You’re discounting what scouts
have done for 150 years …
10
View Video: http://bit.ly/SFXlJT
Sometimes you
can be a
champion
without having a
championship
trophy.
– Clark Kellogg
11
Can small budgets compete?
The Butler Way … The rest of the story** …
12
Can small budgets compete? 2008-2009 Basketball Budgets:
Duke: $13.8 million | Butler: $1.7 million*
Humility
Passion
Unity
Servanthood
Thankfulness
If money were no object, there is one
element Brad Stevens would add … "I'd
probably create a statistics division," the
coach said.
Stevens, who graduated from DePauw
University with an economics degree, uses
numbers as a tool to prepare the Bulldogs
for games and evaluate their development.
Source: David Woods, Underdawgs* & The Indianapolis Star * *
Unpaid media is more credible
& cost effective? What we taught for years …
More Credible Less Credible
Controlled (Paid)
Uncontrolled (Unpaid)
13
Sources: Pew Research Center for the People & the Press (2009 & 2012), www.people-press.org
14
Source: Reynolds Journalism Institute (2012), www.rjionline.org
15
Avoid channel assumptions How do national ratings compare to your local market?
Compared with your organization?
Compared with your industry?
Don’t assume
Distrust common knowledge
16
Step 3: Discover science
The antidote to authority, the natural companion of creativity
17
How do you know? Intuition
Intelligence
Authority
Observation
Measurement
Scientific method
18
Geek Alert! Theory development cycle
Experience
Explanation
Theory
Test
Creative
Logic
Adapted from Carl Botan, Public Relations Theory (1989), page 103
19
20
Creative: Science begins with observation
21
Test: Can we believe what we see?
An optical illusion. Square A is exactly the same shade of grey as square B
File created by Adrian Pingstone, based on the original created by Edward H. Adelson
Source: http://commons.wikimedia.org/wiki/File:Grey_square_optical_illusion.PNG
But, I didn’t take stats in college …
It doesn’t matter:
PR people can work with numbers
You can bring science to communication
22
Step 4: Specific tools for you
Get started with your communication channel research
23
Evaluating Channels: Method 1. Identify your channels
Channel Frequency Accuracy Preference
Newsletter
Local Newspaper
Social Media
Television
Radio
24
Evaluating Channels: Method 2. Frequency | Accuracy | Preference
Frequency How often do you get information regarding
[Issue/Organization] from the following sources?
Accuracy How accurate is the information you receive
about [Issue/Organization] from the following
sources?
Preference Where do you prefer to get information regarding
[Issue/Organization]?
25
Evaluating Channels: Method 3. Use 5-point, Likert-type Scale
Frequency Never | Seldom | Sometimes | Often | Very Often
Accuracy Least | Seldom | Sometimes | Often | Always
Preference Least | Seldom | Sometimes | Often | Most
Value 1 | 2 | 3 | 4 | 5 |
26
Evaluating Channels: Method 4. Create a Survey Tool
27
Evaluating Channels: Method 5. Initiate Survey
Outsource or Do-It-Yourself
Target Group: Sampling
Method: Paper | Online | Phone
Data: Receiving & Processing
Analysis
28
0
1
2
3
4
5SUPER
EMP. MTGS.
F.NWSLTR
EXEC
G.LIGHT
HANDBL
BBS
CWKRCCTV
NWSPPR
GD2
VM
R/TV
INTRNT
Preference Frequency
Evaluating Channels: Method 6. Analysis: Accuracy vs. Frequency Accessed
Overheated
Employee
Grapevine
29
Need More
Information from
Executives
Evaluating Channels: Method 6. Analysis: Accuracy vs. Frequency Accessed
Overheated
Employee
Grapevine
30
Need More
Information from
Executives
Channel Preference Frequency Diff
SUPER 4.03 3.32 0.71
EMP. MTGS. 3.69 2.73 0.96
F.NWSLTR 3.67 3.53 0.14
EXEC 3.47 2.1 1.37
G.LIGHT 3.28 3.09 0.19
HANDBL 3.25 2.92 0.33
BBS 2.89 2.84 0.05
CWKR 2.86 3.62 -0.76
CCTV 2.76 2.53 0.23
EMAIL 2.72 2.21 0.51
NWSPPR 2.35 2.49 -0.14
GD2 2.34 1.89 0.45
VM 2.18 1.9 0.28
R/TV 2.16 1.96 0.2
INTRNT 1.94 1.56 0.38
31
Evaluating Channels: Method 7. Communication Tool Attributes
1. There are no good or bad
tools … only right and
wrong tools for a given
task.
2. Overall task is outlined in
goals and objectives.
Communication Tool
Closed / O
pen Channel
Controlled / D
emocratic / G
atekeeper
Imm
ediate / Delayed
2 Way / 1 W
ay / Multi W
ay
Targeted / B
roadA
ccessible / Not A
ccessible
Target P
referred / Not P
referred
Interactive / Passive
Personal / Im
personalV
iral / Static
Inexpensive / Expensive
Newsletter
Direct Mail (USPS)
Posters (Workplace)
Face-to-Face (group)
Web site
Voice Marketing
Newswires
Local Press
Trade Press
SOCIAL MEDIA
Bulletin Board
Blog
Micro Blog (Tw itter)
Social Network (FaceBook, etc)
Wikis (Wikipedia, etc)
Video Sharing (YouTube, etc)
Webinars (Live)
32
Evaluating Channels: Method 7. Communication Tool Attributes
Accessible / Not Accessible
Interactive / Passive
Personal / Impersonal
Viral / Static
Inexpensive / Expensive
Target Preferred
Closed / Open Channel
Controlled / Gatekeeper
Immediate / Delayed
2 Way / 1 Way / Multi Way
Targeted / Broad
Step 4: Keep your eyes open
Become an information packrat …
33
Free research … Benchmark sources News media information
Pew Research Center for the People & the Press: http://www.people-press.org
Pew Project for Excellence in Journalism: http://www.journalism.org
Reynolds Journalism Institute: http://www.rjionline.org
The Poynter Institute: http://www.poynter.org
Electronic Media Pew Internet & American Life: http://pewinternet.org
Mashable: www.mashable.com
Advertising Nielsen: http://www.nielsen.com
See: Global Trust in Advertising Survey
Professional Organizations & Trade Media
34
Moneyball PR Get started
Get Inspired: Read Moneyball and Underdawgs
Know Yourself: Consider Myers-Briggs and StrengthsFinder
Break Out: Find success by challenging authority
Discover Science: Maximize creativity, get your geek on
Take Action: Use the specific tools & methods provided
Benchmark: Use the sources for free, reliable data
Return on Investment: Recoup your conference investment.
Take this approach back to work and make it work.
35
Moneyball: Using Research to Pick Winning Communication Tools
Jeff Hutson, MA, ABC
Questions?
RelationalGravityIt’s about relationships … always
®