Tips for maximising the PR impact of research

by Admin 8th May 2013 12:45

Almost everyone is interested in opinion and data.  It stimulates discussion, “75% of people think like me!”, creates interest and backs up a story.  Good research helps enormously both in getting stories covered and engaging end readers in a topic or company.  We’ve all been intrigued by research findings at some point in our lives and the same applies to journalists as well.  But only if the research the story is based on is sound and adheres to five basic principles:

1          Make it timely
Timely research is essential, particularly if you are trying to newsjack a breaking story.  Out of date research is less likely to get the attention it may deserve.

2          Make it relevant
The research must be relevant – will it interest journalists?  Does it build upon your story?  Will it interest a paper’s readers?

3          Consider your objectives
Always keep in mind your objective for doing the research and think carefully about whether your questions will achieve them.

4          Ask questions in an unbiased manner
Always ask your questions in a totally unbiased manner.  Journalists are not likely to publish anything that is bias.  “X is a fantastic mobile phone brand, do you agree?” is more likely to place your mobile phone client’s brand in a positive light, but unlikely to get any press coverage.

5          Think about the sample size that you need
Most journalists look for a sample size of 1,000 to give the research the stability that they expect to see.