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News Making Machine - How Story Hijacking & Trend Intervention Can Transform Your Media Relations

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

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News Making Machine - How Story Hijacking & Trend Intervention Can Transform Your Media Relations

  1. 1. PROPRIETARY & CONFIDENTIAL 0 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. 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
  3. 3. PROPRIETARY & CONFIDENTIAL 2 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
  4. 4. PROPRIETARY & CONFIDENTIAL 3 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
  5. 5. PROPRIETARY & CONFIDENTIAL 4
  6. 6. PROPRIETARY & CONFIDENTIAL 5 Image: CDC
  7. 7. PROPRIETARY & CONFIDENTIAL 6
  8. 8. PROPRIETARY & CONFIDENTIAL 7 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
  9. 9. PROPRIETARY & CONFIDENTIAL 8 Presented to QBiotics Group | November 2020
  10. 10. PROPRIETARY & CONFIDENTIAL 9 Presented to QBiotics Group | November 2020
  11. 11. PROPRIETARY & CONFIDENTIAL 10 HOW TO IDENTIFY TRENDS
  12. 12. PROPRIETARY & CONFIDENTIAL 11 HOW TO IDENTIFY TRENDS
  13. 13. PROPRIETARY & CONFIDENTIAL 12 HOW TO IDENTIFY TRENDS Presented to QBiotics Group | November 2020
  14. 14. PROPRIETARY & CONFIDENTIAL 13 Presented to QBiotics Group | November 2020 HOW TO IDENTIFY TRENDS
  15. 15. PROPRIETARY & CONFIDENTIAL 14 HOW TO IDENTIFY BREAKING NEWS
  16. 16. PROPRIETARY & CONFIDENTIAL 15 HOW TO IDENTIFY BREAKING NEWS
  17. 17. PROPRIETARY & CONFIDENTIAL 16 HOW TO IDENTIFY BREAKING NEWS Presented to QBiotics Group | November 2020
  18. 18. PROPRIETARY & CONFIDENTIAL 17 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
  19. 19. PROPRIETARY & CONFIDENTIAL 18 CAUTIONARY TALE
  20. 20. PROPRIETARY & CONFIDENTIAL 19 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
  21. 21. PROPRIETARY & CONFIDENTIAL 20 BRAND INSPIRATION
  22. 22. PROPRIETARY & CONFIDENTIAL 21 CREATE A TOPIC MAP Presented to QBiotics Group | November 2020
  23. 23. PROPRIETARY & CONFIDENTIAL 22 LARGER NARRATIVE & BRANDING
  24. 24. PROPRIETARY & CONFIDENTIAL 23 WINNING THE GAME
  25. 25. PROPRIETARY & CONFIDENTIAL 24 INDUSTRY RELEVANCE
  26. 26. PROPRIETARY & CONFIDENTIAL 25 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
  27. 27. PROPRIETARY & CONFIDENTIAL 26 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
  28. 28. PROPRIETARY & CONFIDENTIAL 27 CROSS INDUSTRY RELEVANCE
  29. 29. PROPRIETARY & CONFIDENTIAL 28 ON THE SHOULDERS OF GIANTS
  30. 30. PROPRIETARY & CONFIDENTIAL 29 FOR A GOOD CAUSE
  31. 31. PROPRIETARY & CONFIDENTIAL 30 NICHE PLAYER TO GLOBAL EXPERT
  32. 32. PROPRIETARY & CONFIDENTIAL 31 TOP TIER DOMINANCE
  33. 33. PROPRIETARY & CONFIDENTIAL 32 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
  34. 34. PROPRIETARY & CONFIDENTIAL 33 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

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