A 3-step framework to turn spreadsheets into stories - Rebecca Moss.pdf

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My 3-step framework which will help you turn spreadsheets full of data into newsworthy stories - perfect for coverage, links and more!

Marketing

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

Data-backed PR campaigns
=
More coverage

But I am no data scientist
or maths expert

I’m not even that savvy
with spreadsheets

So I needed to create a
SIMPLE FRAMEWORK
to help me ﬁnd stories from
spreadsheets of data

Extract newsworthy data-backed stories a set of statistics
Get more stories out of every campaign
Present data in more compelling and digestible ways

Multipliers help readers
make sense of statistics

In 2021, our online
estate agent client put
Buckingham Palace
up for sale.

Their property experts valued the
iconic landmark at a cool
£4.9bn

I used the multiplier technique
to tell a more interesting story

I looked at what percentage of
public sector debt could be repaid
selling oﬀ Buckingham Palace
Also how much of the Royal Family
Finances could be repaid through
the sale of this iconic building

We didn’t just look at Buckingham
Palace. We also valued the homes
of 20 more world leaders

To get more stories
from this campaign I
used a multiplier to
work out which
world leader could
aﬀord to buy their
home outright.

All I did here was divide our estate agent’s
property valuation by the World Leader
Net Worth to give me a whole new story!

Multipliers are a great way to create
stories from just a few lines of data

But you need to know what
HEADLINE
you’re looking for in the ﬁrst place

Can you visualise what 429,000
tonnes of greenhouse gas looks like?
I don’t think I could.

● 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

We can see here that women
are three times more likely to
buy treats for their dog than
treats for their partners.

It’s the same data,
But spinning the story I
was able to make it
much more compelling

Why did this work?
Taps into the age-old
trope - battle of the
sexes

There are lots of diﬀerent ways to
present data
…but not all of them are digestible

Percentages can be really tricky to
present in a digestible way

But it’s important that we spend time
presenting our percentages in the
most compelling formats

Nine times out of ten, a journalist
won’t use a percentage in a headline

To make life easier we
have created the
PR Percentage Calculator
an interactive tool to make
your percentages more
poignant

Try the PR Percentage Calculator here!
https://jbh.uk/calc

Thanks for listening!
Any questions?
.REBECCA MOSS | DIGITAL PR DIRECTOR.
JBH | JBH.CO.UK. linkedin.com/in/rebecca-s-moss/
@bexmoss
jbh.uk/calc

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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. I’m not even that savvy with spreadsheets

5. So I needed to create a SIMPLE FRAMEWORK to help me ﬁnd 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

7. 1 Multipliers

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 £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 oﬀ Buckingham Palace Also how much of the Royal Family Finances could be repaid through the sale of this iconic building

13.

14. We didn’t 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 aﬀord to buy their home outright.

16. All I did here was divide our estate agent’s 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 you’re looking for in the ﬁrst place

19. 2 Comparisons and Groupings

20. Can you visualise what 429,000 tonnes of greenhouse gas looks like? I don’t think I could.

21.

22.

23.

24. 3 Spin

25. Spin doesn’t 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. It’s the same data, But spinning the story I was able to make it much more compelling

29.

30. Why did this work? Taps into the age-old trope - battle of the sexes

31. There are lots of diﬀerent 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 it’s important that we spend time presenting our percentages in the most compelling formats

34. Nine times out of ten, a journalist won’t use a percentage in a headline

35.

36.

37.

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