Public relations are much more than press releases, media interviews, or bylined articles. There is a tool that doesn’t get as much buzz as it deserves, but some of the most successful communications campaigns include surveys. This secret weapon provides data, insight and credibility with minimal effort. Whether your campaign features a product launch or you are just trying to increase brand awareness, a well-designed survey can elevate your message to the next level.
Surveys Provide Interesting Data
Journalists receive hundreds of pitches per day and if you want to get their attention, it is imperative to send something that stands out. The media loves fresh, relevant and newsworthy data. A strategically timed survey can generate headlines and thought leadership pieces that give your brand something truly original to share. Reporters are more likely to cover news when it includes an interesting or surprising stat, a trend that hasn’t been talked about yet or regional insights. A 2023 Cision study shows that 65% of journalists prefer pitches that contain proprietary data and research findings.
When a journalist receives a headline that says “60% of workers in the tech industry say they have little knowledge of how to leverage AI,” they are curious to learn more. This hook can lead to a bylined article, a request for commentary or an interview.
Surveys Offer Credibility that Supports Thought Leadership
Surveys can help position executives or a brand as a go-to authority. Publishing survey findings shows that not only are you following industry trends — but you’re helping define them. Let’s say that you have data from a survey that illustrates how those in commercial real estate are adapting to proptech – this information can provide leverage that can result in an interview or a trend piece with journalists that cover the proptech industry. Journalists love when you have something to share that their readers or listeners may not have heard yet.
Surveys Help You Understand and Communicate to Your Audience
Surveys give you insight into what your audience cares about, how they feel, and the pain points they are facing. When you are connected to your audience this way, survey data can help you refine your messaging, craft effective content, anticipate questions the media may ask and address customer pain points in marketing communications.
Surveys Contribute Original Content That Can Be Used for Multiple Channels
One small survey can actually evolve into multiple PR and marketing assets. This unique data can be used in so many ways like press releases, blogs, whitepapers, sales collateral, social media and more. Surveys offer high-ROI content that can be repurposed and used in many different places and offer additional visibility. It’s really an evergreen source of content for blogs, webinars/podcasts and social media.
Surveys Validate Brand Mission and Values
Survey data can be used to back up a claim that your organization wants to make. These gold nuggets of data can offer proof points for new product offerings or a new positioning statement. If you have a new product that offers innovative cybersecurity and a way to protect data, a survey of clients that quantifies how important cybersecurity is to them and how much money the company lost after a cyberattack – this supports your marketing message of increased data protection. This data can tell the story of WHY the customer needs your service.
Surveys are more than just form questions – the answers offer strategic tools that give your brand increased credibility, boosted relevance, fresh and unique insights, as well as newsworthy hooks for the media.
Whether your goal is to build brand awareness, shape public opinion, or support a product launch, a well-executed survey can be the difference between a press release that gets ignored and put in a pile and a release that not only gets picked up – but elevated.
A recent example of success is a Smart Connections PR client that conducted a survey that uncovered some surprising and unique data about the demand for in-depth security offerings. The data from this survey was used in a strategic pitch targeting journalists that covered this industry. This campaign resulted in 24 unique pieces of coverage, an audience of 609K, with 14.4K estimated views. Publications that used the data included SC Media, The Channel Pro Network, VMblog, CIO Influence and more. The success of this campaign can be attributed to newsworthy and relevant data that journalists were interested in.
The Smart Connections PR team has verified experience in supporting clients with survey creation, distribution and data-driven pitching. If you are ready to generate some buzz and get industry leaders talking, contact us to set up an initial consultation and explore survey ideas for your next campaign.
