Data Driven Public Relations:
8 Steps to Building Media Attentionwith Quantitative Research
About the Presenters
Mike Santoro
President, Walker Sands@michaelsantoro
Andrea Kempfer
Director of Marketing , Lab42@AndreaKempfer
“I Need Mainstream Credibility”
“I’d say that in OkCupid’s case, it’s not just about owning proprietary content, but rather exploiting proprietary content - that is what is the key. We had had the content for years and years, but not until late 2009 did we really figure out how to exploit it.” - Sam Yagan, CEO, Match.com
Results
75Media Placements
+91% in Web Traffic
“Second City third in cybercrime”
“Houston ranked No.8
for online fraud”
The 8 Steps to Building Media Attentionwith Quantitative Research
Pick the Data Source
Consider executing a survey
Start by searching through your
own data
Weigh the costs of internal vs.
external data
Step
1
Formulate Your Hypothesis Headline
What’s already out
there?
What will be compelling to
my target audience and newsworthy to
press?
Who Should I
ask?
Ask Yourself...
Step
2
Ask the Right Questions to the Right People
Gather demograph
ic information
Ask a variety of questions
Write down your
research objectives
Step
3
Dive Right Into Your Results!
Dig deeper with
crosstabs
Digest the results
Finalize your
headlines
Step
4
Create Supporting MediaStep
5
Downloadable Content
Visualize Data
/InfographicVideo /
MultimediaPresentation
Pick the Right Story for the Right Audience
It’s ok to share more data than
you might be naturally inclined to
do – the reporter might be interested in
a secondary data point.
Pitch the right story to the right reporter
Share the most interesting point
right away
Step
6
Deploy Across Multiple Channels
Blog
SocialSales
Presentation
Email Webinar
Website
Step
7
Measure: Was It Worth It?
MediaPlacements
SocialShares
Website Traffic
WhitepaperDownloads
Impact on Business
Step
8
What Can You Do Today?
Questions to Ask1. How can I use the data I already have on hand?
2. What data do I need to generate in order to craft a compelling story?
3. How do I transform that data into bite-size nuggets for my target audience, press, and prospective clients?
4. Who can help me put my plan into action?
Questions?
Mike Santoro
President, Walker Sands@michaelsantoro
Andrea Kempfer
Director of Marketing , Lab42@AndreaKempfer
Thank You!
Next Webinar:
Measuring PR with Google AnalyticsDecember 11, 1pm EST
