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How to Use Data-Driven PR to Grow Sales

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Ben Kaplan
CEO & Founder at PR Hacker
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Growth Marketing Conference Toronto 2019
April 25, 2019, Toronto, Canada
Growth Marketing Conference Toronto 2019
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00:01 Introduction

03:22 How can data turn PR into a sales growth machine?

04:00 Data is proactive

05:40 How to create data-driven news

06:51 Blueprint: Georanking

08:52 Blueprint: Predictor

10:38 Blueprint: Disease

12:40 Blueprint: Thinksmall

13:43 Blueprint: Topchoice

14:36 Real-world example

17:04 Data is responsive

17:48 The Slingshot

19:48 The Goliath

20:41 The Newsjack

21:20 3 types of a rapid response

21:40 Data is timely

23:46 The McDonald’s Postmates challenge

26:25 Data is scalable

27:02 The math of data-driven PR

About speaker

Ben Kaplan
CEO & Founder at PR Hacker

Ben Kaplan has conducted PR and publicity campaigns for the world's largest consumer, financial, and education brands. He has obtained media coverage for his clients on more than 5,000 media outlets and has personally appeared on over 2,000 TV and radio programs, including interviews on The Oprah Winfrey Show, Good Morning America, Nightline, NBC, CBS, ABC, CNN, Fox News, NPR, and the BBC. Ben has written columns for leading global publications such as The New York Times, TIME, and U.S. News & World Report. His popular "Scholars & Dollars" education column was launched in The Oregonian (Portland's daily newspaper) in 2006. Ben also served as the official pitch trainer for hundreds of start-up companies in the Start-Up Chile global accelerator. Known as "America's Scholarship Coach," his book, 'How to Go to College Almost for Free' (HarperCollins Publishers) is the best-selling scholarship book in the world with one million readers worldwide. Graduating from Harvard in 1999 magna cum laude with a degree in economics, Kaplan conducted original academic research examining the timing of stock market IPOs. He is a recipient of the Morris Kronfeld Prize in Economics.

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My name is Ben Kaplan. I am the CEO of PR Hacker. and please repeat after me. I am a growth marketer I am data driven I love curves that look like this I love curves that look like this. So Ben Show me the data. Okay, this is how to use data-driven PR to grow sales two words that are never in the same slide data and PR. We are going to put together for a cat flea in the next 25 minutes to get a sense of how we're going to do this in. This is going to be

25 minutes of strategy tips tactics deliverables things. He can do later this afternoon things you can do tomorrow. I'll give you a specter of how I kind of look at the world and its services starts with this is me back in 1999. That's actually a book. I wrote called how to go to college almost for free. That's actually me on the cover. I hope it doesn't deter anyone from actually reading the book but it was a book. I wrote about winning college scholarships and I was a kid my 15 minutes of fame was going to Harvard for free by winning all these college

scholarship. And so at the time I printed 5000 copies of this book my parents had to park outside of their garage and some of it what do I do with all these books and so I started using data to tell a story with journalists and influencers and others just so I can get books to move out of the garage and we ended up selling 2.5 million copies of that that helps when you get on Oprah you start selling more copies and it was like, what is this kind of thing about media influencers people loved? How could it be packaged to tell stories that are more effective in

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