Surveys are a proven and cost-effective method of generating publicity for organizations yet many public relations professionals and marketers struggle with creating and maximizing coverage when doing survey work.
Survey-research consultancy Researchscape International, which has helped hundreds of organizations to draft, field and provide statistically projectable newsmaker surveys, has crafted a list of 10 tips to improve the effectiveness of your survey projects.
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Set a goal for your project: A goal focuses your efforts and saves time and money that might have gone to extraneous details. Sample long-term goals include building brand awareness, demonstrating thought leadership and developing content to support lead generation. Common short-term goals include providing support for a product launch, for entering a new geographic region or for promoting an event.
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Write your dream headline: With your goals in mind, brainstorm the possible headlines or key findings you would love to see. Let your imagination go wild in envisioning the results that will best drive coverage.
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Draft the survey questionnaire: Rein in that imagination now by drafting questions that are easy to understand and free from bias. Once done, make sure a professional market researcher reviews them for errors or biases and rewrites them, where necessary.
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Determine your sample size. Business-to-business (B2B) and business-to-consumer (B2C) surveys have their own DNA and different sample sizes should be considered for each. For example, in conducting an analysis of 3,106 newsmaker press releases issued between 2013 and 2023, Researchscape found a wide range of consumer survey sample sizes but 80% of them had at least 1,000 responses. For B2B surveys, the number of responses is typically lower due to the higher cost of reaching specialist audiences. In the same analysis, Researchscape found that 56% of B2B surveys had 500 or more respondents.
“Due to the higher cost…
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