The world of PR is huge and there are so many tools you can use to get content for your clients out there. From getting your product to be reviewed by journalists and influencers, creating an experiential event that targets consumers, working with a celebratory ambassador to secure media interviews, to floating something huge down the Thames .. the list goes on.
But why is consumer research such an important component of so many PR campaigns?
Here at GingerComms HQ, we’ve come up with five key reasons to explain why research stories are so valuable and are still a vital element of so many PR plans. Read on to find out more.
- It’s a tried and tested formula
The media likes research – it’s as simple as that. Survey stories are covered every day in national news media. Providing they are editorially sound, they provide information to readers – and ones that have talkability often get great cut through online.
At GingerComms, we’ve been working our magic on big household brands for years, so we know what makes a compelling, research based story. As standard, we always promise KPIs of at least two national hits, but always aim to secure as much as possible. So you’re guaranteed fantastic coverage if you work with us.
- It’s a great way to link your brand with a sector/area in a fun or unusual way
A challenge that comes with representing big companies is they’re already a household name. How do we get people thinking about them again?
The key is to say something new or unexpected – like revealing the scientific formula for making a perfect boiled egg, a project we recently ran for British Lion Eggs, which yielded an array of coverage.
- You can secure bigger pieces – not just a name check
Most PRs know the pain of working so hard and waiting months for a big piece to be published – only to discover it’s just a tiny piece with one small name check. Truly disappointing for both you and the client.
But with research stories, if your client is willing to be bold and trust our instincts on the story, they will be rewarded with much bigger pieces of coverage, whether that’s a double page spread in one of the papers, making the MailOnline home page or being featured on the Sun’s Snapchat channel. The ROI on a good research story can be huge if the story is right.
- The right content gets cut through
We’re a team of experts when it comes to research. We know what kind of stories get cut through and can work with you to create a compelling story for your client. It’s a great way to announce new initiatives for a brand, or to publicise something special about them.
The key is to build a strong story first, that relates back to your client, and adding in key messages in the brand’s quote and call to action last.
Don’t fall into the trap of creating a story that’s too self-serving – the media will see right through this, you won’t get coverage and your client will be fuming. Trust our judgement on this one – we’ll never sell in a story we don’t believe in, which can happen with other research companies or polling agencies.
- Research is a great springboard for other activity you are executing
Do you have an upcoming launch or photoshoot, which you need to make sure gets coverage? A good piece of research is a great way to catapult activity into the news pages, giving the media a reason to write about it.
And at GingerComms, we’re experts in the type of assets (photography and video for example) that will land, so we can work with you on this aspect of your campaign too.
We’re also happy to tweak the brief for your photographer, or even completely organise the shoot – like we did for our “Good Life” themed shoot with Denise Van Outen, for our client USwitch. The research was all about the importance of customers finding sufficient energy deals, and photography themed around getting back to nature with a tabloid favourite made the perfect story. This secured coverage in the MailOnline, MSN, the Mirror and across regional outlets.
To find out more about using consumer research to elevate your PR campaign, get in touch!