Using Statistics, Data & White Papers To Generate Media: Media Relations Summit 2009

Using Research, Surveys & White Papers to Generate Media Coverage:

Big Ideas for Small Budgets

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Sandra Fathi

President, Affect Strategies

Web: www.affectstrategies.com

Blog: www.techaffect.com

Email: [email protected]

Twitter: @sandrafathi

Prepared for Media Relations 2009May 19th, 2009 New York City

Generating News

»Facts & Figures Can Be News: 1 Data Point is All You Need

»Research Can Be Fast, Cheap & Effective

»You Are Probably Sitting on a Goldmine


»You Are Probably Sitting on a Goldmine

»Someone Has Already Done the Work for You: 3rd Party Data

»Ask & You’ll Receive: Employees, Customers & Contacts Can

Help

»Visualize the Headline: Greater Comprehension & More Real

Estate

Facts & Figures

» 1 Data Point Makes a Story

»Aggregating Data Makes a New Story


»Looking at Data Over Time Identifies Trends

»Stating the Obvious Isn’t Always Obvious

»Statistics & Data Mining Are Art & Science

»Sometimes the Question is the Story

USAToday Snapshots


Ashton Kutcher vs. CNN


About.com: Sometimes the Question is the Story


Research Can Be Fast, Cheap & Effective

»Free Online Resources: LinkedIn

»Free Distribution Channels: Social Media


»Low-cost Distribution & Analysis: Survey Monkey

»Use Your Assets: Website, email, press release, groups,

associations, membership

LinkedIn: Free/Low-Cost Single Question Polls


Survey Monkey: Free/Low-Cost Distribution & Analysis


TwtPoll/PollDaddy: Free Social Networking Polls


Sitting on a Goldmine

»Sales & Marketing Data on Your Own Product/Company

»Customer Service/Tech Support Calls


»Customer Feedback

»Web Analytics/Traffic Patterns

»Registration Information

»Employee/HR Information

Microsoft: Turn Spam Reports Into Headlines


YouTube: User Stats to Video on the Internet Demographics


Campaigner: Statistics Aggregator


3rd Party Research

»Someone Else’s Data is Your Free Research

»Old is New Again


»Aggregate Data to Create New Data

»Analyze Data to Create New Data (Meta Data – Information -

Knowledge)

Absolute Software: Leveraging 3rd Party Data


Time: Top 10 Everything


Netpop: Analyzing & Aggregating Data = Market Intelligence


Ask & You Shall Receive (Help)

»The Focus Group Around You: Employees, Customers,

Contacts

»Leverage Social Networks


»Leverage Social Networks

»Partner with a Distribution Outlet (Publication, Strategic

Partner, Vendor etc.)

»Partner with a List Owner (Publication, Strategic Partner,

Vendor etc.)

Visualize the Headline

»A Picture Tells the Story

»A Picture Sells the Story


» Images Take Up More Real Estate = More Coverage

»Cover Stories Require Images

»Visuals Are Viral

BusinessWeek: Iraq’s Fallen 4,000


Inc. Magazine:CEO Compensation

»2 Sentence Story

»Full Page Article


»Data Over Time = Trend

Identification

»Visual Impact

Contact Information & Resources:

Sandra [email protected] 398 9680


212 398 9680

web: www.affectstrategies.comblog: www.techaffect.comtwitter: @sandrafathiLinkedIn, Facebook: Sandra Fathi

Using Statistics, Data & White Papers To Generate Media: Media Relations Summit 2009

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