Using survey findings to support PR stories

Using survey findings to support PR stories

It's a common PR strategy to create press releases based around the findings of surveys nowadays, which means that you need to think carefully about the best way to structure your stories to make the most of them and ensure they stand out from the crowd. Below are some pointers on putting together a successful survey.

When to use surveys

Survey findings can strengthen a story that doesn't yet have a strong news hook; if you ask the right questions, it can also help you to identify a story that you didn't even know was there.

Don't forget that your survey findings can also be used outside of the PR arena in things like company reports, marketing material etc.

How to set up a survey

There are two routes you can go down: getting an independent agency to conduct your survey for you, or do it under your own steam.

Agencies will most likely offer to either create an ad hoc survey for you, or allow you to take part in an omnibus survey which also contains questions from their other clients (the latter is usually the cheaper option).

While getting an agency to organise your survey can be costly, it can also attach more credibility to your finished story and provide you with a sample size you couldn't ordinarily reach.

If you decide to produce the survey in house, there's online survey software that will allow you to put everything together. Remember that, if you don't have an existing contacts list to send the survey out to, you'll probably need to buy one in from a research agency. Think about whether it's worth offering a prize incentive to ensure you get as many completions as possible.

What to ask

Think about your company's agenda, the type of themes that you'd potentially like to base a press release around and even the current news agenda if relevant, and formulate some questions from there.

It's always better to frame questions with multiple choice answers to streamline data analysis and ensure you get exactly the kind of answers you're looking for from participants.

How to present the results

Write up the key findings into an engaging press release with a clear news hook and approach the media with your story. Be sure to include information of the sample size, the research company used etc. in the notes to editors or in the release itself if appropriate. And don't try to manipulate the findings of your survey or hide the stats behind it it won't work and with discredit both your story and your company.

Surveys are a key part of consumer PR to help find out what your customers are looking for and what to improve, make sure to check with Citypress PR when looking for a PR agency to assist your company.

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