A 3-step framework to turn spreadsheets into stories - Rebecca Moss.pdf
0 likes25 views
My 3-step framework which will help you turn spreadsheets full of data into newsworthy stories - perfect for coverage, links and more!
A 3-step framework to turn spreadsheets into stories - Rebecca Moss.pdf
- 1. A 3-step framework to turn spreadsheets into stories .REBECCA MOSS | DIGITAL PR DIRECTOR. JBH | JBH.CO.UK. linkedin.com/in/rebecca-s-moss/ @bexmoss
- 2. Data-backed PR campaigns = More coverage
- 3. But I am no data scientist or maths expert
- 4. Im not even that savvy with spreadsheets
- 5. So I needed to create a SIMPLE FRAMEWORK to help me 鍖nd stories from spreadsheets of data
- 6. Extract newsworthy data-backed stories a set of statistics Get more stories out of every campaign Present data in more compelling and digestible ways
- 8. Multipliers help readers make sense of statistics
- 9. In 2021, our online estate agent client put Buckingham Palace up for sale.
- 10. Their property experts valued the iconic landmark at a cool 贈4.9bn
- 11. I used the multiplier technique to tell a more interesting story
- 12. I looked at what percentage of public sector debt could be repaid selling o鍖 Buckingham Palace Also how much of the Royal Family Finances could be repaid through the sale of this iconic building
- 14. We didnt just look at Buckingham Palace. We also valued the homes of 20 more world leaders
- 15. To get more stories from this campaign I used a multiplier to work out which world leader could a鍖ord to buy their home outright.
- 16. All I did here was divide our estate agents property valuation by the World Leader Net Worth to give me a whole new story!
- 17. Multipliers are a great way to create stories from just a few lines of data
- 18. But you need to know what HEADLINE youre looking for in the 鍖rst place
- 20. Can you visualise what 429,000 tonnes of greenhouse gas looks like? I dont think I could.
- 24. 3 Spin
- 25. Spin doesnt have to be negative
- 26. Dogs owned by women get 41% of the treats in a household Dogs owned by men get 44% of the treats in the household Men are more generous with treats than women
- 27. We can see here that women are three times more likely to buy treats for their dog than treats for their partners.
- 28. Its the same data, But spinning the story I was able to make it much more compelling
- 30. Why did this work? Taps into the age-old trope - battle of the sexes
- 31. There are lots of di鍖erent ways to present data but not all of them are digestible
- 32. Percentages can be really tricky to present in a digestible way
- 33. But its important that we spend time presenting our percentages in the most compelling formats
- 34. Nine times out of ten, a journalist wont use a percentage in a headline
- 38. To make life easier we have created the PR Percentage Calculator an interactive tool to make your percentages more poignant
- 39. Try the PR Percentage Calculator here! https://jbh.uk/calc
- 40. Thanks for listening! Any questions? .REBECCA MOSS | DIGITAL PR DIRECTOR. JBH | JBH.CO.UK. linkedin.com/in/rebecca-s-moss/ @bexmoss jbh.uk/calc