Hitting the headlines

You can tell from reading almost any newspaper or magazine, that surveys are big in the media. Surveys can establish very meaningful data, or can fall flat on their faces. Men go for good-looking women, bullies target unpopular children and young boys like cars are all conclusions of surveys that were probably not entirely necessary.

By Leah Elston-Thompson, account executive at Stone Junction.

As well as their uses in establishing customer opinions, surveys are a popular PR tool. Information from surveys can be used as the basis of news stories as well as other sales or marketing material.

However, in order to do so, companies need to make sure their survey is relevant, interesting and newsworthy.

Making the news

To make sure your results will be newsworthy, it’s important to establish an end goal. This can be done by deciding what you are aiming to find out, be it a user or customer’s perception, experience or requirement. One way to figure this out, is by planning out your ideal headlines.

Once you know what topic you’re focussing on, you need to think about who you are targeting. How many people are you planning to survey? Will it be just your customers or further afield? If you’re trying to highlight the differences in opinions of different demographics, the survey may need to ask personal questions about location, gender and age.

After establishing who it is you are planning to survey, you need to ensure you are data compliant. If your customers have not consented to receiving your marketing materials, after May 25, 2018 you could be in breach of EU Law.

Incentives

Many surveys offer an incentive to fill in the form. From winning an iPad to product discounts, an incentive can motivate people to participate. However, depending on your audience, adding an incentive can decrease the credibility of the survey. Prize draws also require contact details, which may put off some possible candidates, so it’s important to weigh this up.

Once you’ve planned your objectives, considered incentives and decided on your audience, you’re ready to start putting your survey together. You can use your ideal headlines to plan questions you think will generate information. This should be new information, not simply stating the obvious, like the unnecessary surveys on good-looking women, young boys and cars and bullies.

If you are interested in generating news with surveys, get in touch with Stone Junction on 01785 225 416 or e-mail sayhello@stonejunction.co.uk

Leah Elston-Thompson

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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