Hardly a day passes without media coverage of a study or a top-ten list. Research from public bodies, research agencies and businesses can all attract attention. It is also a useful communications tool in PR.
Data can help strengthen your company’s reputation and position in a market or niche. Research can also provide an opportunity to explain the relevance of products and services. As Corinna discussed in her article on PR and data, the two can work well together.
Trends may inspire a research question, but sound research requires a reliable partner who can design the study and help interpret the results. If you want to include research in your communications strategy, consider these three approaches.
1. Explore a relevant theme
Choose a theme connected with your business and campaign. A subject already being discussed in the media can provide a relevant starting point.
One example from the original 2017 article involved Indeed and automation. Media were discussing jobs disappearing and robots taking over tasks. Indeed asked people whether they feared losing their jobs to a robot, computer or algorithm. The research brought a fresh audience perspective to that debate and connected it with Indeed’s role in recruitment.
2. Use a seasonal angle
Each season brings familiar activities and subjects, from spring cleaning to Christmas films and outdoor picnics. A seasonal angle can work for PR research when it genuinely connects the business with a media audience.
In 2016, AVM explored holiday stress through a survey of more than a thousand people in the Netherlands. The research examined holidaymakers’ frustration when Wi-Fi was unavailable. Its recognisable findings helped attract coverage while connecting the story with AVM’s expertise in internet connectivity.
3. Focus on a specific audience
Another option is to design the questions around a clearly defined audience, putting their experiences and views at the centre of the resulting story.
Moneyou used this approach by asking millennials about their savings goals. The audience perspective gave the research a clear focus.
Would you like to use research in your PR programme? Contact our PR agency in Amsterdam or Antwerp. We can help you find a relevant angle and a clear way to communicate the findings.
Lianne
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