Public relations professionals know that data-driven stories grab media attention and build credibility. Original research through surveys and polls provides unique insights that journalists and audiences find compelling. According to Muck Rack’s State of Journalism 2023 report, 78% of journalists say they are more likely to cover a story that includes original research and data. When executed properly, survey-based PR campaigns can generate significant media coverage, position brands as thought leaders, and create content that resonates across multiple channels. This comprehensive guide will show you how to design, implement, and maximize the impact of surveys and polls in your PR strategy.
The Power of Original Research in PR
Survey-based research gives PR professionals a significant advantage when pitching stories to media outlets. A 2023 Cision study found that 65% of journalists prefer receiving pitches that contain proprietary data and research findings. This preference exists because original data helps journalists create more authoritative content while providing fresh angles on trending topics.
Original research also helps brands stand out in a crowded media landscape. Rather than simply commenting on existing trends, organizations that conduct their own surveys can uncover new insights and shape industry narratives. This positions them as credible sources of information and thought leaders in their space.
Additionally, survey data can be repurposed across multiple formats and channels. From press releases and white papers to infographics and social media content, a single research initiative can fuel months of PR and content marketing activities. This multiplies the return on investment while maintaining message consistency.
Planning Your Survey Strategy
Defining Clear Objectives
Before launching a survey, establish specific goals that align with your broader PR objectives. Are you trying to generate media coverage in certain outlets? Position your brand as an authority on a particular topic? Or gather data to support a new product launch or company initiative?
Your objectives will guide decisions about survey design, sample selection, and data analysis. They’ll also help you measure success once results are in. For example, if media coverage is the goal, track metrics like number of placements, reach, and message pull-through in coverage.
Identifying Newsworthy Topics
The most successful PR surveys tackle topics that journalists and audiences already care about. Monitor industry news, social media conversations, and competitor coverage to identify trending themes and knowledge gaps that your research could address.
Look for angles that connect to broader societal issues or current events. For instance, a workplace benefits survey might explore how economic conditions are affecting employee expectations. Or a consumer study could examine changing behaviors related to sustainability concerns.
Designing Effective Surveys
Question Development
Well-crafted questions are essential for generating useful insights. Keep language clear and specific, avoiding industry jargon or complex terminology that could confuse respondents. Each question should serve a clear purpose related to your research objectives.
Include a mix of question types to gather both quantitative and qualitative data. Multiple choice and rating scale questions provide statistical findings, while open-ended questions capture valuable context and quotes for storytelling.
Sample Selection
The credibility of your research depends heavily on who you survey. Work with reputable research partners to reach appropriate respondent populations. For B2B studies, consider using professional panels or industry associations to access qualified participants. For consumer research, ensure demographic representation matches your target audience.
Sample size matters too. According to the National Council on Public Polls, a sample of 1,000 respondents typically provides a margin of error of +/- 3% at a 95% confidence level. This is generally considered sufficient for PR purposes, though requirements may vary based on your specific needs.
Analyzing and Packaging Results
Data Analysis
Once survey responses are in, look beyond top-line findings to uncover compelling stories in the data. Cross-tabulate results to identify interesting patterns and correlations. Compare findings across different demographic groups or business segments.
Statistical analysis software can help validate findings and ensure conclusions are sound. Consider working with data analysts or research professionals to conduct more sophisticated analysis when needed.
Creating News Hooks
Transform raw data into newsworthy narratives by:
- Highlighting surprising or counter-intuitive findings
- Connecting results to current trends or issues
- Identifying practical implications for target audiences
- Including compelling visuals that illustrate key points
Developing Content Assets
Package survey findings in multiple formats to maximize reach and impact:
Press Materials:
- News releases with key findings and expert commentary
- Pitch letters tailored to different media segments
- Fact sheets and statistical summaries
- Expert spokespeople available for interviews
Visual Content:
- Infographics highlighting key statistics
- Charts and graphs for data visualization
- Video summaries of findings
- Social media cards with shareable stats
Long-form Content:
- White papers with detailed analysis
- Blog posts exploring specific angles
- Case studies showing practical applications
- Executive summaries for different audiences
Media Outreach and Distribution
Pitching to Journalists
When approaching media contacts, focus on why your research matters to their audience. Customize pitches based on each journalist’s beat and previous coverage. Provide clear news hooks and supporting materials that make it easy to craft compelling stories.
The 2023 Muck Rack State of Journalism report found that 91% of journalists prefer receiving pitches by email. Keep initial outreach concise, highlighting the most newsworthy findings and offering access to full results and spokespeople.
Social Media Strategy
Social platforms offer excellent channels for amplifying survey results. Create platform-specific content that presents findings in engaging ways:
- Twitter: Share individual statistics with relevant hashtags
- LinkedIn: Post longer analysis targeting professional audiences
- Instagram: Use visual storytelling to present key findings
- Facebook: Encourage discussion of results among followers
Measurement and ROI
Track the impact of your survey-based PR campaign across multiple metrics:
Media Coverage:
- Number and quality of placements
- Reach and impressions
- Message inclusion and accuracy
- Share of voice vs. competitors
Digital Performance:
- Website traffic from coverage
- Social media engagement
- Content downloads
- Lead generation
Brand Impact:
- Share of voice in target topics
- Spokesperson opportunities
- Audience perception changes
- Sales pipeline influence
Conclusion
Surveys and polls remain powerful tools for PR professionals seeking to generate media coverage and establish thought leadership. Success requires careful planning, rigorous execution, and strategic promotion of results across multiple channels.
To maximize impact, focus on newsworthy topics that matter to your target audiences. Ensure sound methodology and sufficient sample sizes to produce credible results. Package findings in multiple formats to extend reach and create ongoing content opportunities.
Most importantly, think beyond just generating coverage to consider how survey insights can support broader business and communications objectives. When properly executed, research-based PR campaigns can deliver lasting value while positioning your organization as a trusted source of industry intelligence.
Start by identifying potential survey topics aligned with your PR goals. Then develop a detailed research plan covering methodology, sample selection, and content strategy. With careful execution and promotion, your survey-based campaign can generate significant media attention while providing valuable insights for your organization and industry.
