By Emma Jefferies:
Research is not a new concept. Yet, time and time again, it proves to be a valuable tool for creating media-worthy headlines.
However, in the fast-paced world of newsrooms, where resources are limited and breaking news cycles dominate, how can a brand ensure its research campaign stands out?
The key lies in transforming data into engaging narratives. As PR professionals, our job is to encourage brands to go beyond the surface and delve deeper into the data to uncover those hidden stories.
By understanding attitudes, preferences and pain points, brands can develop campaigns that not only inform, but also incite meaningful conversations amongst their target audiences.
Here are five things to consider when preparing your next research campaign:
1. Write your story first
It may seem slightly unorthodox, but drafting the storyline before creating the survey questionnaire can be highly effective. This ensures the research directly supports the narrative. There is no doubt that research is an investment, but it can be highly rewarding if done right. That’s why it’s critical to devote time at the beginning of the process to clearly define the story and how it aligns with your brand’s goals and target audiences.
2. Find the human angle
To connect with your audience, your research needs to be relatable. Even for a business story. Imagine discussing the topic down the pub. If the subject wouldn't spark a conversation, it probably won't create much buzz in the media either. People are naturally drawn to topics they can connect with on a personal level.
3. Avoid a literal headline
Don’t fall into the trap of describing what was done i.e., “Brand announces findings of research.”
A literal, or obvious headline rarely captures attention. To create truly impactful campaigns, seek out counterintuitive findings that challenge the status quo – and explain what they are in the first line. By questioning commonly held beliefs or exploring unexpected trends, you can find hidden gems that are more likely to grab the attention of media – journalists are always on the hunt for something new or different!
4. Simplify the message
Don’t forget who you're talking to. Your research should be easy to understand. So use simple, clear language instead of complicated jargon. Stick to one or two key stats to avoid overwhelming your audience with too much data.
Research is the gift that keeps on giving, as it can be used in many ways to give a campaign longevity. For example, you can pull out multiple angles for a series of press releases, or you can create tailored packages for different media verticals, whether that’s in the form of thought leadership articles or commentary.
5. Size does matter
A strong research foundation is crucial for a successful campaign. When conducting research, ask yourself if the findings will stand up to scrutiny from the media, competitors and the industry at large.
Intuitively, a larger survey sample generally leads to more reliable results. For journalists, a sample size of around 1,000 is often a good starting point. However, your chosen research agency will be able to guide you on size and quotas for your sample, based on the campaign requirements.
Additionally, consider conducting research across different regions to capture comparisons and to identify potential trends. For example, the ‘North versus South’ story always goes down well. This geographic spread will not only provide you with additional storylines, but the regional data could also increase your chances of securing both national and local media coverage.
From data to headlines
A well-crafted research campaign is more than just numbers; it's a carefully constructed story that resonates with journalists, but also aligns with your brand’s key messages. If you need help planning your next research campaign, get in touch.
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