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Moneyball: Using Research to Pick Winning Communication Tools Jeff Hutson, MA, ABC RelationalGravity It’s about relationships … always ®

Transcript of Moneyball - jeffhutson.files.wordpress.com · Moneyball PR Get started Get Inspired: Read Moneyball...

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Moneyball: Using Research to Pick Winning Communication Tools

Jeff Hutson, MA, ABC

RelationalGravityIt’s about relationships … always

®

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View Video: http://bit.ly/TJuSUY

You’re

discounting

what scouts

have done for

150 years?

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5 Steps to Moneyball PR Step 1: Get your head in the game (Who are you?)

Step 2: Challenge authority

Step 3: Get your geek on (Discover science)

Step 4: Specific tools for you (Free)

Step 5: Keep your eyes open (There’s free data everywhere)

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Step 1: Who are you?

How you are wired for communication success …

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How are you wired? Right brained or left … you can achieve with statistics

How do you find truth?

Left brain, right brain?

Myers-Briggs?

Clifton StrengthsFinder?

Left Brain Right Brain

Language Recognition

Logic Emotions

Critical Thinking Intuition

Numbers Music & Reading

Reasoning Creativity

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Who am I? Strategic

Connectedness

Analytical

Communication

Achiever

Extroverted

iNtuitive

Thinking

Judging

Primary: Deal with things

rationally and logically.

Secondary: Take things in

via intuition.

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Creative vs. Analytical Creative sells

What the client (or your boss) likes

What the client (or your boss) may expect from you: Outputs

Analytical delivers

A harder sell to many clients

Counter to PR’s creative, news media-oriented reputation

The engine that (with creative) delivers results: Outcomes

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Step 2: Challenge authority!

What if they’re wrong … even some of the time?

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Says who! Traditional, time-tested PR methods are reliable

We can’t compete with a small budget

Unpaid media is invariably more credible

Earned media is always cost effective

PR people aren’t good with numbers

Communication is an art, not a science

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Tradition: Can PR evolve? Remember Moneyball:

You’re discounting what scouts

have done for 150 years …

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View Video: http://bit.ly/SFXlJT

Sometimes you

can be a

champion

without having a

championship

trophy.

– Clark Kellogg

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Can small budgets compete?

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The Butler Way … The rest of the story** …

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Can small budgets compete? 2008-2009 Basketball Budgets:

Duke: $13.8 million | Butler: $1.7 million*

Humility

Passion

Unity

Servanthood

Thankfulness

If money were no object, there is one

element Brad Stevens would add … "I'd

probably create a statistics division," the

coach said.

Stevens, who graduated from DePauw

University with an economics degree, uses

numbers as a tool to prepare the Bulldogs

for games and evaluate their development.

Source: David Woods, Underdawgs* & The Indianapolis Star * *

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Unpaid media is more credible

& cost effective? What we taught for years …

More Credible Less Credible

Controlled (Paid)

Uncontrolled (Unpaid)

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Sources: Pew Research Center for the People & the Press (2009 & 2012), www.people-press.org

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Source: Reynolds Journalism Institute (2012), www.rjionline.org

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Avoid channel assumptions How do national ratings compare to your local market?

Compared with your organization?

Compared with your industry?

Don’t assume

Distrust common knowledge

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Step 3: Discover science

The antidote to authority, the natural companion of creativity

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How do you know? Intuition

Intelligence

Authority

Observation

Measurement

Scientific method

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Geek Alert! Theory development cycle

Experience

Explanation

Theory

Test

Creative

Logic

Adapted from Carl Botan, Public Relations Theory (1989), page 103

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Creative: Science begins with observation

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Test: Can we believe what we see?

An optical illusion. Square A is exactly the same shade of grey as square B

File created by Adrian Pingstone, based on the original created by Edward H. Adelson

Source: http://commons.wikimedia.org/wiki/File:Grey_square_optical_illusion.PNG

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But, I didn’t take stats in college …

It doesn’t matter:

PR people can work with numbers

You can bring science to communication

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Step 4: Specific tools for you

Get started with your communication channel research

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Evaluating Channels: Method 1. Identify your channels

Channel Frequency Accuracy Preference

Newsletter

Local Newspaper

Social Media

Television

Radio

Mail

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Evaluating Channels: Method 2. Frequency | Accuracy | Preference

Frequency How often do you get information regarding

[Issue/Organization] from the following sources?

Accuracy How accurate is the information you receive

about [Issue/Organization] from the following

sources?

Preference Where do you prefer to get information regarding

[Issue/Organization]?

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Evaluating Channels: Method 3. Use 5-point, Likert-type Scale

Frequency Never | Seldom | Sometimes | Often | Very Often

Accuracy Least | Seldom | Sometimes | Often | Always

Preference Least | Seldom | Sometimes | Often | Most

Value 1 | 2 | 3 | 4 | 5 |

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Evaluating Channels: Method 4. Create a Survey Tool

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Evaluating Channels: Method 5. Initiate Survey

Outsource or Do-It-Yourself

Target Group: Sampling

Method: Paper | Online | Phone

Data: Receiving & Processing

Analysis

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0

1

2

3

4

5SUPER

EMP. MTGS.

F.NWSLTR

EXEC

G.LIGHT

HANDBL

BBS

CWKRCCTV

EMAIL

NWSPPR

GD2

VM

R/TV

INTRNT

Preference Frequency

Evaluating Channels: Method 6. Analysis: Accuracy vs. Frequency Accessed

Overheated

Employee

Grapevine

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Need More

Information from

Executives

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Evaluating Channels: Method 6. Analysis: Accuracy vs. Frequency Accessed

Overheated

Employee

Grapevine

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Need More

Information from

Executives

Channel Preference Frequency Diff

SUPER 4.03 3.32 0.71

EMP. MTGS. 3.69 2.73 0.96

F.NWSLTR 3.67 3.53 0.14

EXEC 3.47 2.1 1.37

G.LIGHT 3.28 3.09 0.19

HANDBL 3.25 2.92 0.33

BBS 2.89 2.84 0.05

CWKR 2.86 3.62 -0.76

CCTV 2.76 2.53 0.23

EMAIL 2.72 2.21 0.51

NWSPPR 2.35 2.49 -0.14

GD2 2.34 1.89 0.45

VM 2.18 1.9 0.28

R/TV 2.16 1.96 0.2

INTRNT 1.94 1.56 0.38

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Evaluating Channels: Method 7. Communication Tool Attributes

1. There are no good or bad

tools … only right and

wrong tools for a given

task.

2. Overall task is outlined in

goals and objectives.

Communication Tool

Closed / O

pen Channel

Controlled / D

emocratic / G

atekeeper

Imm

ediate / Delayed

2 Way / 1 W

ay / Multi W

ay

Targeted / B

roadA

ccessible / Not A

ccessible

Target P

referred / Not P

referred

Interactive / Passive

Personal / Im

personalV

iral / Static

Inexpensive / Expensive

Newsletter

Direct Mail (USPS)

Posters (Workplace)

Face-to-Face (group)

Web site

Voice Marketing

E-mail

Newswires

Local Press

Trade Press

SOCIAL MEDIA

Bulletin Board

Blog

Micro Blog (Tw itter)

Social Network (FaceBook, etc)

Wikis (Wikipedia, etc)

Video Sharing (YouTube, etc)

Webinars (Live)

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Evaluating Channels: Method 7. Communication Tool Attributes

Accessible / Not Accessible

Interactive / Passive

Personal / Impersonal

Viral / Static

Inexpensive / Expensive

Target Preferred

Closed / Open Channel

Controlled / Gatekeeper

Immediate / Delayed

2 Way / 1 Way / Multi Way

Targeted / Broad

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Step 4: Keep your eyes open

Become an information packrat …

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Free research … Benchmark sources News media information

Pew Research Center for the People & the Press: http://www.people-press.org

Pew Project for Excellence in Journalism: http://www.journalism.org

Reynolds Journalism Institute: http://www.rjionline.org

The Poynter Institute: http://www.poynter.org

Electronic Media Pew Internet & American Life: http://pewinternet.org

Mashable: www.mashable.com

Advertising Nielsen: http://www.nielsen.com

See: Global Trust in Advertising Survey

Professional Organizations & Trade Media

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Moneyball PR Get started

Get Inspired: Read Moneyball and Underdawgs

Know Yourself: Consider Myers-Briggs and StrengthsFinder

Break Out: Find success by challenging authority

Discover Science: Maximize creativity, get your geek on

Take Action: Use the specific tools & methods provided

Benchmark: Use the sources for free, reliable data

Return on Investment: Recoup your conference investment.

Take this approach back to work and make it work.

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Moneyball: Using Research to Pick Winning Communication Tools

Jeff Hutson, MA, ABC

Questions?

RelationalGravityIt’s about relationships … always

®