STRESS IN AMERICA™ Paying With Our Health · • Maximize story coverage of survey in top-tier, high-profile print, broadcast, and online news outlets. • Position psychologists

AMERICAN PSYCHOLOGICAL ASSOCIATION

STRESS IN AMERICA™Paying With Our Health

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OBJECTIVES & AUDIENCE

RECAP

Objectives: • Maximize story coverage of survey in top-tier, high-profile print,

broadcast, and online news outlets.• Position psychologists as influencers and content experts in

media conversations about chronic illness and behavioral health issues.

Audience: Women and men, ages 18 and older, with a general interest in stress and how stress impacts their physical health and overall lifestyle.

The American Psychological Association (APA) released the findings of its 2015 Stress in America™ survey via a webinar on February 4. APA CEO and Executive Vice President Norman Anderson, PhD, and Katherine Nordal, PhD, Executive Director for Professional Practice presented the findings and discussed the impact of the survey results before opening the discussion for a Q&A with the media in attendance.

With the recent departure of USA Today reporter Sharon Jayson, the Stress in America team faced losing an exclusive media relationship with USA Today. After brainstorming the options, the team decided to find an alternate contact at USA Today. Outreach was conducted to Sharon’s former editor, Leslie Miller, who is now the USA Today entertainment editor. Leslie assigned the story to be covered by Marisol Bello, who wrote an article that ran on the report launch day on the USA Today website.

The team also decided, for the first time, to release the report in advance under an embargo to a handful of select media outlets. This approach allowed reporters to view the findings early and get a sense of what the story would be. It also gave reporters the opportunity to pitch the story idea in their editorial meetings prior to the report release day. The strategy yielded great results. Twelve out of the 16 outlets that received the embargoed survey results covered the release of the report.

| Stress in America

STRESS IN AMERICA

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MEDIA ENGAGEMENT

On the day of the release,Stressinamerica.org had more than 2,000 page views. In addition, within the first week of the report’s release, 500 tweets used the #stressapa hashtag. These tweets reached 351,644 accounts and generated 2,667,571 impressions.

Through the media outreach efforts, stories were placed in some of the nation’s most high-profile and widely-viewed media outlets, including USA Today; CBS This Morning; CNBC; CNN; Forbes; The Huffington Post; Time; U.S. News & World Report; Chicago Tribune; LA Times; and Yahoo!, among others. Dr. Anderson served as a spokesperson for the report and did a 15-station radio media tour, which yielded stories on stations in San Francisco; Chicago; Washington, D.C.; Boston; Atlanta; Denver; Tampa; and other national markets.

Since the release of this year’s survey report, more than 1,800 media placements have been secured, generating more than 88.6 million impressions with an advertising value estimated at more than $2.2 million.

| Stress in America

• Maximize story coverage of survey in top-tier, high-profile print, broadcast, and online news outlets.

• Position psychologists as influencers and content experts in media conversations about chronic illness and behavioral health issues.

Stress in America 2014 KPIs:

• Number of stories placed in high-profile media outlets

• Overall number of stories• Number of media impressions• Ad value of media coverage• Focus of content

2013 Benchmarks:• Secured more than 500 media hits • Generated more than 26,000,000 impressions• Coverage estimated at more than $512K in ad value

MEDIA RESULTS

MEDIA ENGAGEMENTOutcomes Snapshot (to date)

4| Stress in America

• Secured more than 1,800 media hits • 1,200+ print/online/press release reprint hits, including

USA Today (online), TODAY show (online), Huffington Post, Yahoo! Health, and Time (online)

• 500+ broadcast hits, including CBS This Morning, CNN Newsource, and CNBC

• Generated more than 88.6 million impressions

• Coverage estimated at more than $2.2 million in ad value

MEDIA ENGAGEMENTMedia Interview Requests Received


Outlet Name Title

Bloomberg Businessweek Suzanne WoolleyManaging Editor, Personal Finance

About.com Elizabeth ScottStress Management Guide

Time (online) Alice Park Senior Reporter

CNN Newsource Karin Caifa Senior News Producer

CNBC Kelley Holland Financial Contributor

TODAY Show (online) Meghan Holohan Freelance Writer

MarketWatch Catey Hill Consumer Reporter

Mental Health Weekly Valerie Canady Managing Editor

New York Daily News (online) Meredith Engel Online Health Reporter

MEDIA ENGAGEMENTEmbargo Requests Received


Outlet Name TitleNBC Nightly News Jane Derenowski Nightly News Producer

Time (online) Alice Park Senior ReporterAssociated Press (AP) Lauran Neergaard Health and Medical ReporterCBS This Morning Susan Schackman Producer

Forbes Maggie McGrath Staff Writer

CNN Money Melanie Hicken Personal Finance ReporterChicago Tribune Gail Marksjarvis Personal Finance ColumnistCNBC Kelley Holland Financial Contributor

Forbes Susan Adams Senior Editor

Bloomberg Businessweek Suzanne WoolleyManaging Editor, Personal Finance

Wall Street Journal Lauren Weber Careers Reporter

CNN Newsource Karin Caifa Senior News Producer

Fox Health Melinda Carstensen Health EditorYahoo! Finance Mandi Woodruff Personal Finance Reporter

MarketWatch Catey Hill Consumer Reporter

ABC News Medical Unit Ambereen Mehta Resident Physician, Internal Medicine

TODAY Show (online) Meghan Holohan Contributing Writer

CBS This Morning Leigh Ann Winnick Medical Producer

NBC News Medical Unit Stacey Naggiar Medical News Researcher

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PRESS WEBINAR ENGAGEMENT


• Number of attendees• Number of media requests received following

Webinar• Number of resulting stories by participating

outlets

The findings of the survey were once again released via a live press webinar. This proved to be an effective way to reach reporters and stay cost-effective without sacrificing the valuable attention the survey receives each year. This year, 10 reporters from national mainstream and trade outlets around the country attended the webinar. During the press webinar, Dr. Norman Anderson and Dr. Katherine Nordal presented the findings and discussed the impact of the survey results before opening up for a question-and-answer opportunity with the media members in attendance. As planned, the coverage of the report remained a key news topic during the week of the report’s release. The webinar ran smoothly.

A run-through for the webinar took place on Feb. 2, two days before the press webinar. If we plan to do webinars in the future, we should continue to pre-test the webinar on-location with the actual webinar moderator and the appropriate hardware and software that will be used.

| Stress in America

• Engage reporters in a conversation about report findings

• Position psychologists as influencers and content experts in media conversations about chronic illness and behavioral health issues at all stages of life

2013 Benchmarks:

• 11 media outlets participated in the webinar• At least 8 media outlets indicated interest, but

were unable to join

PRESS WEBINAR ENGAGEMENTFebruary 4, 2015 Press Webinar


PRESS WEBINAR ENGAGEMENTAttendance Report


Phone AttendeesOutlet Name TitleHealthDay DennisThompson ArticlesEditorU.S.News&WorldReport KimberlyLeonard Blogger

*Outletshighlightedingreen covered thereport.Theseattendeescalledintothe800-numberconferenceline.Onlineattendeesbelowlistenedto

theaudiothroughtheircomputerspeakers.

Online AttendeesOutlet Name TitleAllYou&Health.com Jeannie Kim HealthDirectorHealthDay DennisThompson Staff Writer

HuffingtonPost LindsayHolmesAssociateEditor,GPSfortheSoul

MedillNewsService AstridGoh Health&ScienceReporterMentalHealthWeekly ValerieCanady Managing EditorParentsMagazine DianeDebrovner DeputyEditorPsychologyToday PaulaDavis-Laack BloggerQuinStreet,Inc. LindaVergon EditorialAssociateTime.com JohnCloud SeniorWriterU.S. News&WorldReport KimberlyLeonard HealthReporter

*Outletshighlightedingreen covered thereport.

PRESS WEBINAR ENGAGEMENTAttendance Report


RSVP’d But Did Not AttendOutlet Name TitleZiedHealthCommunications ElisaZied Founder/PresidentChicagoTribune GailMarksjarvis PersonalFinanceColumnistPreventionMagazine AmberBrenza AssistantEditor

HealthcareandBusinessMatters PhyllisHanlon Independent Journalist

FreelanceWriter/Editor NatalieGingerichMackenzie Writer/Editor/ACE

QuinStreet,Inc. LindaVergon EditorialAssociateParentsMagazine DianeDebrovner DeputyEditorMedillNewsService AstridGoh Health&ScienceReporter

HuffingtonPost LindsayHolmes AssociateEditor,GPSfortheSoul

Blogger CareyGoldberg HostandBlogger

*Outletshighlightedingreendid notattendwebinar,butcovered thereport

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TWITTER ENGAGEMENT

As in years past, Twitter engagement regarding the release was very positive. Utilizing our branded hashtag, #stressapa, a vast amount of engagement was built around the survey. Within the first week of the release, 500 tweets were garnered, reaching 351,644 accounts and resulting in 2,667,571 impressions. The #stressapa hashtag continued to prove successful; it has come to be the standard for tweeting the survey results.

Within the first 24 hours following the report’s release, the #stressAPA hashtag reached 320,000 accounts with 2.6 million impressions. The most retweeted message using #stressAPA came from Dr. Anderson (@APA_CEO) with 49 retweets. The USA Today story link on Twitter was tweeted 240 times, reaching 1.6 million accounts, and resulting in more than 2 million impressions.

On Wednesday, Feb. 4, we had nearly 34,000 views of our messages on Twitter—about 10 times the number of views on any given day (generally ranging from 1,500-4,000 views). On. Feb. 4, 178 tweets were retweeted, which is nearly 10 times the average daily retweets of 16. Between Feb. 4 and 5, we had more than 150 clicks on links within Twitter; the average number of daily click on links is 18.

| Stress in America

• Increase discussion about stress and its impact

• Build on the momentum of high-profile media coverage by tracking tweets of the online versions of the stories.


• Number of tweets using the #stressapa hashtag

• Number of tweets for high-profile online stories

• Number of impressions calculated by TweetReach

Stress in America 2013 Results:

• More than 248 tweets were produced using the #stressapa hashtag

• More than 69,444 accounts reached • More than 954,723 impressions on Twitter

were generated according to TweetReach

OBJECTIVES:

TWITTER ENGAGEMENT#stressapa Twitter Reach


TWITTER ENGAGEMENTUSA Today Story Twitter Reach


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ONLINE & RADIO ADVERTISING


• Number of views (video)• Increase in views (video)• Number of visits (website)• Avg. number of pages per visit • Length of average visit• Percentage of new visits• Bounce rate

| Stress in America

• Boost general awareness of report and Stress Monster video, and increase visits to website by placing radio spots on NPR and a banner ad on NPR (online)

OBJECTIVE:

2013 Benchmarks:

• Did not utilize banner ads or radio spotsStress Monster video

Jan. 8 (comparisonbaseline date)

Feb. 5 (date of banner ad)

Jan. 8-12 (comparison baseline dates)

Feb. 5-9 (dates of NPR promotion)

Number of views 22 views 855 views (38x more views compared to Jan. 8)

251 views 1,281 views(5x more views compared to Jan. 8-12 time period)

SIA website Jan. 8 (comparisonbaseline date)

Feb. 5 (date of banner ad)

Jan. 8-12 (comparison baseline dates)

Feb. 5-9 (dates of NPR promotion)

Number of visits 55 1,711 352 4,092Length of average visit

0:50 1:26 1:33 1:34

Percentage of new visits

45% 62% 38% 57%

Bounce rate 44.44% 55.29% 46.60% 56.14%

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WEB ANALYTICS


• Number of entrances to site• Avg. number of pages per visit• Length of average visit• Bounce rate

2013 Benchmarks:• Number of visits: 2,353• Length of average visit: 02:03• Bounce rate: 55.04%• Page Depth: 41% of visitors viewed 3 or

more pages on the site

All data is from Feb. 4 only (release date)

Number of visits: 1,991Length of average visit: 01:42Bounce rate: 48.98%Page Depth: 52% of visitors viewed 3 or more pages on the site

| Stress in America

• Boost web engagement for stressinamerica.org

OBJECTIVE:

MEDIA COVERAGE HIGHLIGHTSNational/Mainstream


MEDIA COVERAGE HIGHLIGHTS CONT’DFinancial/Business


CBS This Morning

Documents

STRESS IN AMERICA™ Paying With Our Health · • Maximize story coverage of survey in top-tier, high-profile print, broadcast, and online news outlets. • Position psychologists