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Maximizing the Value of Surveys for PR

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Maximizing the Value of Surveys for PR

  1. 1. From Data to Drama: Maximizing the Value of Surveys for PR PRSA August 11, 2010 Kellie Sheehan
  2. 2. Our World is Changing Changes in the Changes in business world Communications Changes in Marketing/PR M k ti /PR 2
  3. 3. 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 Pew Project for Excellence in Journalism: State of the Media Report , March 2010 3
  4. 4. PR is Transforming Too Then: Now: • Something happens • Who has the content? • Write a press release p • Who else cares? • Get an exclusive • Is it on strategy? • Pitch it everywhere else • How to package it? • Total up the clips • What influencers to get • Send around the report involved? • Repeat • How to know where it went? • Did we move th the needle? 4
  5. 5. Content Marketing 5
  6. 6. Surveys Can Help Differentiate 6
  7. 7. To Survey or Not to Survey: What Are Your Intentions? Market Awareness Research Engagement Issue Benchmarking Ownership 7
  8. 8. 8
  9. 9. 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 9
  10. 10. Surveys: Partnership, Do It Yourself 10
  11. 11. Surveys: Analyzing Public Records 11
  12. 12. Maximize Marketing Mileage: Survey Pre-Launch & PR’s Role 12
  13. 13. Maximize Marketing Mileage: Survey Pre-Launch & PR’s Role • Take a Front Seat – be part of the p p process from the beginning • Comparison Shop – competitive analysis, know your niche i h • 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 13
  14. 14. 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 14
  15. 15. Maximize Marketing Mileage: Creating Thought Leadership A Three Step Process Point of Pitch Platforms View 15
  16. 16. Thought Leadership Point of View Point of Pitch Platforms View 16
  17. 17. Thought Leadership The Pitch Point of Pitch Platforms View 17
  18. 18. Thought Leadership The Pitch Use the 4Ps for maximum impact •Predictive PITCH HOW? •Prescriptive P i ti •Provocative •Prudent 18
  19. 19. Thought Leadership The Pitch Point of Pitch Pitch Platforms View 19
  20. 20. Thought Leadership Platforms Vehicles & Outposts For POV & Pitch • Media interviews • Byliners /op-eds • Books, e-books Books e books • White Papers • Speeches, Symposia • Panel discussions PLATFORMS WHAT? • Blogs • Microsites, debate zones • Video • Social media outposts • Podcasts, webcasts Podcasts webcasts, ANRs • User-generated content (moderated, annotated) • Newsletters • RSS • Email campaigns 20
  21. 21. Channels for PR Content Traditional Media Association Exhibitions Blogs, g , websites, websites (on-site (on site media (print, online, communities & newsletters, interviews, broadcast, social media communities events/demos) radio) 21
  22. 22. 22
  23. 23. Idea Mapping IDEA White Paper, Podcast, Webinar/ Book Blog Post g Video Slideshare Email to Web Influencer Linkedin Email to Download Twitter Outreach Facebook SMNR Prospects p Clients Q&A Trade Blog On-Hold SEO/Landing Press Commentary Message Page Jay Baer, Convince & Convert 23
  24. 24. Final Thoughts: Media Receptivity • Telephone Surveys tend to be viewed as more “scientifically sound” than online • Homogeneous surveys tend to be more g y powerful • Hard data holds more weight, but sprinkle g , p 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 24
  25. 25. Questions Kellie Sheehan BlissPR kellie@blisspr.com 314-993-2117 ph Twitter: @kshe http://blog.blisspr.com 25

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