In today’s changing media landscape, many of us are looking for ways to make waves. Surveys can be a great way to accomplish that. I have done a few surveys in the past, but recently it seems that colleagues of mine are doing more of these and looking for guidance, so I thought I would share some best practices for developing and promoting surveys.
1. Select a topic that is not self-serving. For example, if you’re a b2b company with little brand recognition, pick a topic that a broader audience would be interested in, rather than one that answers questions about how well-known your product or solution is within your industry.
2. Write the headlines. I have found that one of the easiest ways to begin developing survey questions is to start backwards. Write a few sensational headlines that you would like to see and then work backwards to develop questions that will get you there.
3. Determine cost and 3rd party research firm. Depending on available time and resources, you may want to think through the type of survey you want to do. An Omnibus survey is an efficient, easy way to get quick results. On the other hand, if you have a bigger budget, you may want to consider an in-depth survey that polls a larger sample and takes a little bit longer. Regardless of the type of survey, you should use an independent 3rd party research firm.
4. Shop the final results around with a few select reporters early. While it seems like reporters are no longer doing exclusives these days, many reporters still like to see the information early before it’s released, particularly if they want to sift through raw data (which many of them will).
5. Ensure raw data and spokespersons are available. These are two key elements that reporters will ask for. They will want to see a full copy of the survey results (beyond what is in the press release), access to the 3rd party survey firm to validate the survey, and an expert from the company who can interpret the results.
Finally, when you and your team are ready to begin pitching the survey results, pitch, pitch, pitch! Think outside of your traditional reporters and expand your list to wires, bloggers, news services, etc. to ensure maximum reach and coverage.
Ogilvy MediaXchange: Pitching the Right Reporter