Everyone knows journalists are a skeptical bunch. They get dozens — if not a whole lot — of pitches from PR individuals daily promising a “nice story” that can “actually resonate together with your viewers,” although these leads hardly pan out. Why? As a result of our PR pitches usually miss that little further one thing that signifies the information we’re sharing actually will resonate exterior the 4 partitions of our group.
Doing client analysis is a good way so as to add that context, nevertheless it’s usually underutilized.
Working at an insights firm, I’ve had the chance to observe how totally different organizations use analysis to tell their storytelling—and take a look at a couple of totally different methods myself. Right here, I’m sharing a couple of methods which have stood out. All are comparatively simple to do, fast, cheap, and relevant to organizations of each dimension.
Strengthen an announcement
Bulletins that embrace statistical proof factors are inclined to land extra powerfully than ones that don’t. Individuals convey a naturally cautious lens to press and advertising and marketing supplies, however imagine that numbers are more durable to spin.
One instance I liked was from an organization known as Shipt. In November2020, untold numbers of People confronted the prospect of celebrating Thanksgiving alone for the primary time, unable to journey or see relations. Many individuals had been even uncomfortable with the thought of purchasing in a grocery retailer throughout a crowded time. Shipt partnered with Butterball for a turkey supply program straight to individuals’s properties. And to make the announcement stand out (and improve protection of it), they did analysis.
Shipt used a public opinion survey to learn the way many individuals can be cooking Thanksgiving dinner for the primary time in gentle of the restricted entry to their common Thanksgiving vacation spot. The reply, because it turned out, was one in 4. The story acquired plenty of press and introduced extra consideration to this system, serving to make it a giant pandemic success story.
Client analysis can be a great way to validate a market, particularly for startups or established firms which might be exploring a brand new house. Even in circumstances the place the findings themselves are unsurprising, client analysis can nonetheless unearth nice quotes or related insights.
Make information when there isn’t a information
Analysis can even stand by itself as an announcement — which is useful throughout a gradual information cycle or in a subject the place you wish to be a thought chief. Everybody has seen “state of the business” sort experiences. Corporations of all sizes and ranges of success can use information to impress a related dialog, in the event that they execute properly on it.
Journey firm The Vacationer lately ran a fast survey about Independence Day journey plans that acquired picked up by dozens of shops like Forbes and Thrillist. They selected a subject that was well timed and fascinating to their goal market and requested the fitting inquiries to get a splash.
Analysis additionally presents a possibility to work extra collaboratively with journalists than you would possibly usually. Typically, after we’re planning on doing analysis related to a author’s beat, we’ll ask in the event that they’d like so as to add any questions earlier than we subject it. It is a win-win. It’s much less transactional than a traditional pitching course of as a result of we’re providing a useful resource that may adapt to their wants and pursuits as an alternative of simply static messaging factors. The journalists get findings tailored for his or her beat and we get to be concerned of their protection.
Pitfalls to keep away from
Useful as analysis may be, there are additionally a couple of methods it might probably go unsuitable and find yourself ineffective. Being cautious of these potential challenges makes them simpler to keep away from.
Breaking belief with biased information
Even for those who don’t intend to mislead, biased information will get your story rejected out of hand. Journalists are scientifically rigorous (as they should be) they usually’ll know if there’s a defective conclusion in your findings.
The errors we see probably the most often are additionally the simplest to keep away from: having too small a pattern dimension, asking main questions, forcing respondents to decide on between a restricted set of choices with no “different” possibility, or severely restricted selections (which may drive inaccurate solutions). One other widespread mistake is making surveys so lengthy (greater than 20 questions) or labor-intensive (requiring individuals to write down in each reply quite than selecting from a couple of choices) that they get fatigued and begin answering inaccurately simply to complete.
In case your analysis clears these hurdles, you in all probability have a sound information set to work with.
Telling individuals what they already know
It goes with out saying, however analysis isn’t newsworthy if it’s already been achieved. A fast Google search can let you know if somebody’s already printed one thing related lately. Asking about the identical subject isn’t normally an issue for those who take a unique angle, however some areas are positively extra closely explored than others.
Content material advertising and marketing knowledgeable Andy Crestodina advises his readers, “Discover the lacking stat. Look in your business for one thing that’s often asserted, however hardly ever supported with proof.” That’s good recommendation for PR of us, too — particularly for those who will help journalists solidify a place about business traits.
Being reactive as an alternative of proactive with disaster triage
This one is much less a pitfall and extra a approach to keep away from one. Nobody enjoys disaster comms, however realistically all of us should do it on occasion. This can be very aggravating when you must act shortly and can’t afford to make a mistake.
In case you’d like to make use of surveys to measure the general public response (both client analysis or buyer suggestions surveys), it’s best to have a system in place and able to go earlier than it’s ever wanted. Begin with a baseline model survey so you understand how of us really feel in regards to the group throughout regular occasions. Which means making ready a model monitoring survey template with thoughtfully worded, unbiased questions able to be tailor-made to the scenario. Then create your disaster monitoring playbook, together with an estimated pattern dimension and viewers goal, in addition to a plan for distributing your post-crisis survey (paid client panel, company, and many others.). It’s additionally useful to have a plan for a way you’ll leverage these insights after getting them to check to your baseline.
A lot of PR is about shifting shortly and being effortlessly compelling, with out ever dropping a agency understanding of public beliefs and motivations. Information, used accurately, makes that a lot simpler.
Katie Miserany is chief of workers & VP of communications at Momentive.
This is a superb article on the position of analysis within the public relations practitioner’s life! Analysis is the important thing to good PR, whether or not you’re speaking with the media or making ready for disaster communications. I feel typically PR college students can overlook that analysis must be concerned in the whole lot we do or it might probably trigger extra bother than earlier than.