At D&M Research, we have had years of experience working with PR companies to create newsworthy, research based stories, and in this time we’ve learned a lot.
Here are our top five PR related research tips:
- Make sure the research findings have some relevance to your category.
- Make sure the topic and tone of voice fits your brand.
- Don’t be afraid to be offbeat or quirky – something that will get journalists’ attention and be of interest to the target consumer.
- Start with some hypothesis about what type of research will be interesting then formulate your questions from there.
- Look for that one surprising finding or statistic that will grab the attention of the press.
- Make sure you have a backup plan as far as the story goes by ensuring you cover enough territory to go down a different path if need be.
- Get the right balance of number of questions. Ask too few questions and journalists will be reluctant to publish the story. You need some meat on the bones, but ask too many questions and that will kill the budget, so a balance is required.
- Make sure you write an awesome press release which is embargoed to create a sense of scarcity.
- Be ready to go on air – get some media training as it is always a strong possibility you will be asked to comment on the research. If you are not comfortable with this, ask us to do it for you!