Data-Driven Headlines: A Guide to Securing Media Coverage Through Data

PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies

DATA-DRIVEN HEADLINES Using Data to Drive Media Coverage PRSA Webinar October 28, 2014

Sandra Fathi Chair, PRSA Tri-State District President, Affect Web: affect.com Email: sfathi@affect.com Twitter: @sandrafathi

PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies

PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies

PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect

DATAFICATION OF THE WORLD

For Consideration »  Big Data vs. Small Data

»  Information Sets

»  Complex Topic vs. Boring Topic

»  At a Glance & Emphasis

»  Decision-Making, Persuasion &

Taking Action

PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect

PROPRIETARY DATA

The Gold Standard »  Company Owned

»  No other organization has access to the same information/insights

»  Sole credible source

»  Data is accessible and can be reproduced over time

»  Potentially Biased

»  Based on customer base or internal/platform insights

»  May not be scientifically accurate or statistically significant

PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect

COMMISSIONED DATA

Next Best Thing »  Partners with Credible Third-Party Source

»  Access to Large Database/Consumers

»  Appears Unbiased

»  Costly & Difficult to Replicate

»  May Not Be Directly Associated with Company

PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect

CURATED DATA

Resourceful & Insightful »  Cost-Effective

»  Requires Research

»  Ability to Combine Data Sets

»  Doesn’t ‘Own’ Content

»  Difficult to Replicate (Unless using public/

government sources)

PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect

DATA TYPES

PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies

7 TIPS FOR SUCCESS

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

1. A SINGLE DATA POINT CAN MAKE HEADLINES

Just One Surprising Number »  One number is all you need to craft a headline

»  Counter-intuitive data

»  Confirmation of long held beliefs

»  Small vs. big data sources

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

2. AGGREGATE DATA TO CREATE NEW DATA

Let Someone Else do the Work »  Find credible sources

»  Combine the data in interesting/new ways

»  Demonstrate correlation or potential links

»  Leverage multiple sources to emphasize a point/gain credibility

»  Present facts/information in new ways

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

FEAR OF EBOLA

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

3. EXAMINE DATA OVER TIME TO IDENTIFY TRENDS

Look with New Eyes »  Examine industry reports/annual reports for patterns and trends

»  What may seem insignificant in one year and be significant in decades

»  Innovation or change?

»  Disruption or erosion?

»  Can you use the information to make predictions?

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

WOMEN IN ENGINEERING

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

4. KNOW HOW TO ASK THE QUESTION

Tailor Questions for the Answers You Seek »  Visualize the headline:

Do you believe in a woman’s right to equal pay in the workplace? Yes/No

96% Say Yes

Are you a feminist? Yes/No

79% say No

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

5. DATA DOESN’T HAVE TO BE EXPENSIVE

Creativity Goes Further Than Money »  Examine Your Internal Resources

»  Customer Database

»  Partnerships

»  Examine External Resources (Free/Freemium)

»  Social Media Channels

»  Forums/Message Boards

»  Examine Low-Cost Paid Resources

»  Third-Party Single Question Sources

»  Advertising Campaign

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

6. CHECK WHAT’S IN THE SAFE

What Can You Extract From Your Company/Customers/Technology?

»  Readily available data

»  Data you will have to mine for

»  New data sources you can create

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

7. VISUALIZE THE DATA

The Presentation »  Simplicity vs. Complexity

»  Quick Information Absorption

»  Broadens Interest Group

»  Increases Real Estate (in the mind and on paper)

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

DON’T OVERCOMPLICATE IT

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

SINGLE DATAPOINT

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

SURPRISING NUMBER

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

FRUGAL GIANT

»  1,006 Internet Users Surveyed

»  Email and Online

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

COMMISSIONED STUDY: OVERKILL?

»  Harris Interactive Poll

»  9,126 Adults 18+

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

THIRD-PARTY DATA - VISUALIZED

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

SIMPLE GRAPHIC EXPLAINS COMPLEX TOPIC

PROPRIETARY & CONFIDENTIAL October 28, 2014

Affect

SIMPLE GRAPHIC DEMONSTRATES COMPLEX TREND OVER TIME

PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect

DID YOU REALLY NEED THE VISUAL?

PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies

MORE RESOURCES: •  Case Studies: Affect.com •  White Papers: Techaffect.com •  90 Seconds to PR Success: You Tube - Affect Strategies •  Slideshare.net/sfathi

Sandra Fathi Chair, PRSA Tri-State District President, Affect Web: affect.com Email: sfathi@affect.com Twitter: @sandrafathi