Webinar for Agility PR on November 18, 2020. Presented by Sandra Fathi, President, Affect.

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Presented to QBiotics Group | November 2020
A News-Making Machine:
How Story Hijacking & Trend Intervention Can Transform
Your Media Relations
Sandra Fathi
President, Affect
sfathi@affect.com
November 18, 2020

2. 18
Years in
Business
60
Years of
Leadership
Experience
60+
Industry
Awards
160+
Clients to Date
15
Employees
Strong
1
Office (NYC)
AFFECT BY THE NUMBERS
PROPRIETARY & CONFIDENTIAL
1
Technology Healthcare Professional Services

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THE DILEMMA
• No News
• Same News – Same product,
same company, same offer
• Niche Topic/Subject/Industry
• Unknown/Small Player
• Too Product/Service Focused
• No One Cares
Image: BeSober.co.uk

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WHAT IS TREND INTERVENTION?
Presented to QBiotics Group | November 2020
Define: Trend
• A general course or prevailing
tendency
• Something in style or vogue
• Emerging as popular
• Widely mentioned – especially
on social media
ü Timely – Hot topic
ü Timeless – Long shelf-life
ü Seasonal - Recurring

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5 Image: CDC

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WHAT IS STORY HIJACKING?
Presented to QBiotics Group | November 2020
Define: Breaking News
• Newly received information
about an event that is currently
occurring or developing
• News media or social media’s
immediate focus
ü Today’s Headline
ü Tomorrow’s Analysis
ü Short Shelf Life

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Presented to QBiotics Group | November 2020

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Presented to QBiotics Group | November 2020

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HOW TO IDENTIFY TRENDS

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HOW TO IDENTIFY TRENDS

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HOW TO IDENTIFY TRENDS
Presented to QBiotics Group | November 2020

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Presented to QBiotics Group | November 2020
HOW TO IDENTIFY TRENDS

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HOW TO IDENTIFY BREAKING NEWS

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HOW TO IDENTIFY BREAKING NEWS

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HOW TO IDENTIFY BREAKING NEWS
Presented to QBiotics Group | November 2020

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STORY HIJACKING: RULES OF
ENGAGEMENT
• Know Your Audience
• Know Your Message
• Know Your Resources
ü Get Ready – Pregame with
Content
ü Actively Monitor
ü Act Fast
ü Rinse & Repeat
Gut Check – Don’t Ambulance Chase

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CAUTIONARY TALE

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TREND INTERVENTION: RULES OF
ENGAGEMENT
• Know Your Audience
• Know Your Message
• Know Your Resources
• Know Your Industry/Market
• Know Your Sales Cycle
ü Key Messaging
ü Topics & Trends Document
ü Content Calendar
ü Data & Insights
ü Thought Leadership
Gut Check – Relevance

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BRAND INSPIRATION

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CREATE A TOPIC MAP
Presented to QBiotics Group | November 2020

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LARGER NARRATIVE & BRANDING

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WINNING THE GAME

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INDUSTRY RELEVANCE

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PREFABRICATED CONTENT FOR
QUICK RESPONSE
• Event/issue Map
• Pre-approved Quotes
• Template Responses
• Official Viewpoints
• Quick Survey
• Press Release
• Blog Post
• Image Bank
• Infographic
• B-Roll
Presented to QBiotics Group | November 2020

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PLANNED CONTENT FOR TREND
INTERVENTION
Presented to QBiotics Group | November 2020
• Topic/Trend Matrix
• Template Responses
• Official Viewpoints
• Content Calendar
• In-depth Research/Survey
• Byline Articles
• E-Book
• Speaking Abstracts
• Explainer Videos/Podcasts
• Blog Posts
• Image Bank/Infographics
• Custom Development
• B-Roll

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CROSS INDUSTRY RELEVANCE

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ON THE SHOULDERS OF GIANTS

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FOR A GOOD CAUSE

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NICHE PLAYER TO GLOBAL EXPERT

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TOP TIER DOMINANCE

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RESULTS
• 50+ Tier 1 Media & Broadcast in 5 Months
• 31 Executive Interviews
• 5 Visits to the LLamasoft ‘War Room’
• 600% Increase in Top-Tier Media
• Sale of Company – $1.5Billion 15x Valuation

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Presented to QBiotics Group | November 2020
All rights to the ideas and materials in this presentation are retained by Affect©,.
For more information, please contact:
Sandra Fathi
President, Affect
sfathi@affect.com
www.affect.com
Thank You
Slides available at www.slideshare.net/sfathi