Using Data to Drive Headlines
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The document discusses how public relations professionals can use data to drive media coverage and headlines. It provides tips for finding and utilizing different types of data sources, including proprietary company data, commissioned studies, and curated publicly available data. Some key tips include using a single surprising datapoint to craft a headline, aggregating multiple data sources to show new trends, examining data over time to identify patterns, and visualizing data for quick comprehension.
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Using Data to Drive Headlines
- 1. 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 Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
- 2. Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
- 3. Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
- 4. 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 Affect PROPRIETARY & CONFIDENTIAL October 28, 2014
- 5. 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 Affect PROPRIETARY & CONFIDENTIAL October 28, 2014
- 6. 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 Affect PROPRIETARY & CONFIDENTIAL October 28, 2014
- 7. 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) Affect PROPRIETARY & CONFIDENTIAL October 28, 2014
- 8. DATA TYPES Affect PROPRIETARY & CONFIDENTIAL October 28, 2014
- 9. 7 TIPS FOR SUCCESS Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
- 10. 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
- 11. 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
- 12. FEAR OF EBOLA PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
- 13. 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
- 14. WOMEN IN ENGINEERING PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
- 15. 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
- 16. 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
- 17. 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
- 18. 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
- 19. DON’T OVERCOMPLICATE IT PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
- 20. SINGLE DATAPOINT PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
- 21. SURPRISING NUMBER PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
- 22. FRUGAL GIANT » 1,006 Internet Users Surveyed » Email and Online PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
- 23. COMMISSIONED STUDY: OVERKILL? » Harris Interactive Poll » 9,126 Adults 18+ PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
- 24. THIRD-PARTY DATA - VISUALIZED PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
- 25. SIMPLE GRAPHIC EXPLAINS COMPLEX TOPIC PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
- 26. SIMPLE GRAPHIC DEMONSTRATES COMPLEX TREND OVER TIME PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
- 27. DID YOU REALLY NEED THE VISUAL? Affect PROPRIETARY & CONFIDENTIAL October 28, 2014
- 28. 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 Affect Strategies PROPRIETARY & CONFIDENTIAL March 4, 2010
Editor's Notes
- 411,000, and from 21 million employees to 23 million, which accounts for more than 20 percent of all U.S. private sector employees.
- “I wouldn’t call it a hostile environment, but it’s definitely chilly,” said Nadya Fouad, a professor of educational psychology at the University of Wisconsin-Milwaukee, who presented the results to the American Psychological Association in a talk entitled “Leaning In, But Getting Pushed Back (and Out.)”
- We conducted this survey among a nationally representative sample of Internet users 18–74 in the USA using an email invitation and an online survey. We surveyed a total of 1,006 people between August 26–29, 2014.
- Survey Methodology This survey was conducted online in Australia, China, France, Germany, India, Mexico, G.B., and the U.S. by Harris Poll on behalf of Kronos from Sept. 8-16, 2014 among 9,126 adults ages 18 and older.
- Social Security Administration - http://www.ssa.gov/oact/babynames/