One of the best things about quantitative research and our offering in particular is that it’s fast.
That means that you can get survey results extremely quickly and hook them onto news stories which extend the life of that story and attach your brand to it bringing you excellent media hits. This is of course, “newsjacking”.
To use an example, which is in the air again, when England ran into Italy at the finals of the last European Championships three years ago, we ran a survey to see what Brits thought about eating pizza on the matchday, and how 34 percent were considering ordering a pizza – but only with pineapple in order to wind up Italians, which led to the following front page…
It’s a timely example and the kind of thing which will work again for this year’s tournament.
But it doesn’t have to be sport, we’ve run newsjacking surveys about the worst TV blunders after Joe Wicks broke wind on TV, we’ve run stories about the worst breakup songs, when there was a celebrity split. All sorts of news can be jumped on.
This is why as the Reynolds Girls nearly said: We’d rather Newsjack, than Fleetwood Mac.
But if you’re going to do it, consider these three pieces of advice first:
- Generally you need to go wider than the initial story – for example Britain’s Greatest TV Blunders is a much better angle than what people actually thought about Joe Wicks letting one rip.
- You do have to be quick – the media cycle moves very fast but fortunately we can turn round surveys in time to make them count.
- Know your audience – write your story so it’s media friendly and almost immediately publishable. And also work out where (within reason) you want to feature it in advance and maybe even do a version specifically for those titles.
We’re here to help with all of this, of course so get in touch at unleash@gingercomms.com for more information on this or any other PR research ideas, you might want to chat through.