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Using Research, Surveys & White Papers to
Generate Media Coverage:
Big Ideas for Small Budgets


Prepared for Media Relati...
Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
Generating News



» Facts & Figures Can Be News: 1 Data Point is All You Need
» Research Can Be Fast, Cheap & Effective
»...
Facts & Figures



» 1 Data Point Makes a Story

» Aggregating Data Makes a New Story

» Looking at Data Over Time Identif...
USAToday Snapshots




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
Ashton Kutcher vs. CNN




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
About.com: Sometimes
the Question is the Story




    Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
Research Can Be Fast,
Cheap & Effective


» Free Online Resources: LinkedIn

» Free Distribution Channels: Social Media

»...
LinkedIn: Free/Low-Cost
Single Question Polls




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
Survey Monkey: Free/
Low-Cost Distribution &
Analysis




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
TwtPoll/PollDaddy:
Free Social
Networking Polls




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
Sitting on a Goldmine



» Sales & Marketing Data on Your Own Product/Company

» Customer Service/Tech Support Calls

» Cu...
Microsoft: Turn Spam
Reports Into Headlines




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
YouTube: User Stats to
Video on the Internet
Demographics




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
Campaigner: Statistics
Aggregator




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
3rd Party Research



» Someone Else’s Data is Your Free Research

» Old is New Again

» Aggregate Data to Create New Data...
Absolute Software:
Leveraging 3rd Party
Data




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
Time: Top 10 Everything




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
Netpop: Analyzing &
Aggregating Data =
Market Intelligence




   Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/20...
Ask & You Shall Receive
(Help)


» The Focus Group Around You: Employees, Customers,
 Contacts

» Leverage Social Networks...
Visualize the Headline



» A Picture Tells the Story

» A Picture Sells the Story

» Images Take Up More Real Estate = Mo...
BusinessWeek:
Iraq’s Fallen 4,000




    Affect Strategies   PROPRIETARY & CONFIDENTIAL   5/19/2009
Inc. Magazine:
CEO Compensation


 » 2 Sentence Story

 » Full Page Article

 » Data Over Time = Trend
  Identification

 ...
Contact Information & Resources:
          Sandra Fathi
          sfathi@affectstrategies.com
          212 398 9680

    ...
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Using Statistics, Data & White Papers To Generate Media: Media Relations Summit 2009

Presentation given at Bulldog Reporter's Media Relations Summit 2009 on May 19th in NYC.

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Using Statistics, Data & White Papers To Generate Media: Media Relations Summit 2009

  1. 1. Using Research, Surveys & White Papers to Generate Media Coverage: Big Ideas for Small Budgets Prepared for Media Relations 2009 May 19th, 2009 New York City Sandra Fathi Email: sfathi@affectstrategies.com President, Affect Strategies Twitter: @sandrafathi Web: www.affectstrategies.com Blog: www.techaffect.com Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  2. 2. Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  3. 3. Generating News » Facts & Figures Can Be News: 1 Data Point is All You Need » Research Can Be Fast, Cheap & Effective » You Are Probably Sitting on a Goldmine » Someone Has Already Done the Work for You: 3rd Party Data » Ask & You’ll Receive: Employees, Customers & Contacts Can Help » Visualize the Headline: Greater Comprehension & More Real Estate Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  4. 4. Facts & Figures » 1 Data Point Makes a Story » Aggregating Data Makes a New Story » Looking at Data Over Time Identifies Trends » Stating the Obvious Isn’t Always Obvious » Statistics & Data Mining Are Art & Science » Sometimes the Question is the Story Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  5. 5. USAToday Snapshots Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  6. 6. Ashton Kutcher vs. CNN Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  7. 7. About.com: Sometimes the Question is the Story Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  8. 8. Research Can Be Fast, Cheap & Effective » Free Online Resources: LinkedIn » Free Distribution Channels: Social Media » Low-cost Distribution & Analysis: Survey Monkey » Use Your Assets: Website, email, press release, groups, associations, membership Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  9. 9. LinkedIn: Free/Low-Cost Single Question Polls Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  10. 10. Survey Monkey: Free/ Low-Cost Distribution & Analysis Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  11. 11. TwtPoll/PollDaddy: Free Social Networking Polls Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  12. 12. Sitting on a Goldmine » Sales & Marketing Data on Your Own Product/Company » Customer Service/Tech Support Calls » Customer Feedback » Web Analytics/Traffic Patterns » Registration Information » Employee/HR Information Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  13. 13. Microsoft: Turn Spam Reports Into Headlines Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  14. 14. YouTube: User Stats to Video on the Internet Demographics Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  15. 15. Campaigner: Statistics Aggregator Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  16. 16. 3rd Party Research » Someone Else’s Data is Your Free Research » Old is New Again » Aggregate Data to Create New Data » Analyze Data to Create New Data (Meta Data – Information - Knowledge) Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  17. 17. Absolute Software: Leveraging 3rd Party Data Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  18. 18. Time: Top 10 Everything Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  19. 19. Netpop: Analyzing & Aggregating Data = Market Intelligence Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  20. 20. Ask & You Shall Receive (Help) » The Focus Group Around You: Employees, Customers, Contacts » Leverage Social Networks » Partner with a Distribution Outlet (Publication, Strategic Partner, Vendor etc.) » Partner with a List Owner (Publication, Strategic Partner, Vendor etc.) Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  21. 21. Visualize the Headline » A Picture Tells the Story » A Picture Sells the Story » Images Take Up More Real Estate = More Coverage » Cover Stories Require Images » Visuals Are Viral Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  22. 22. BusinessWeek: Iraq’s Fallen 4,000 Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  23. 23. Inc. Magazine: CEO Compensation » 2 Sentence Story » Full Page Article » Data Over Time = Trend Identification » Visual Impact Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009
  24. 24. Contact Information & Resources: Sandra Fathi sfathi@affectstrategies.com 212 398 9680 web: www.affectstrategies.com blog: www.techaffect.com twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi Affect Strategies PROPRIETARY & CONFIDENTIAL 5/19/2009

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