In the fast-paced world of public relations, getting your campaigns noticed amidst the noise can be a daunting challenge. However, with the power of consumer research at your fingertips, you can significantly amplify your PR strategy and secure that coveted earned media. At GingerComms, we’ve spent nearly a decade honing this craft, working alongside top PR agencies and renowned brands to achieve national media coverage. In this article, we will reveal three game-changing PR research tips that can elevate your campaigns from mundane to memorable, ensuring your PR survey results not only resonate with journalists but also captivate your target audience.

Avoid the Obvious

Dive Deeper into Trends

While conventional wisdom can provide a starting point, it rarely makes headlines. To capture media attention, you need to dig deeper into current trends. For instance, if the general consensus is that remote work is on the rise, explore the nuances. What specific challenges are remote workers facing? Are there unexpected benefits that haven’t been widely discussed? By uncovering these unique angles, your PR survey results will stand out. Journalists are always on the lookout for fresh perspectives that challenge the norm. This approach not only provides valuable insights but also positions your brand as a thought leader in the industry. So, next time you embark on PR research, remember to venture beyond the surface and dive into the rich depths of emerging trends. This will make your findings more compelling and newsworthy.

Explore Unexpected Angles

Predictable results won’t make your PR campaign memorable. Instead, focus on finding unexpected angles that surprise and engage your audience. Start by questioning commonly held beliefs and looking for contradictions. For example, if everyone assumes that millennials are tech-savvy, investigate the potential gaps in their tech knowledge. This sort of counterintuitive discovery can be a goldmine for earned media. Journalists are drawn to stories that defy expectations and provoke thought. Your PR research should aim to uncover these hidden gems. By doing so, you not only provide fresh content for media outlets but also position your brand as innovative and forward-thinking. So, dig into your data with an inquisitive mind. Seek out the anomalies; they are often the stories that resonate the most.

Spark a Conversation

Think Like a Pub Chat

When brainstorming PR survey topics, imagine you’re chatting with friends over a drink. If the topic wouldn’t spark excitement or debate in that casual setting, it likely won’t resonate in a press release. Controversial or thought-provoking angles are often the most engaging. They encourage discussion, making them more attractive to journalists looking for stories that will generate buzz. For example, instead of a generic survey about work-life balance, delve into how people feel about the idea of a four-day workweek. This kind of topic is more likely to get people talking and thinking. By ensuring your PR research touches on conversational points that people care about, you create content that is both relatable and newsworthy. This approach not only captures media interest but also engages your target audience on a deeper level.

Embrace Controversial Angles

Controversy can be a powerful tool in PR research. While it’s crucial to avoid being needlessly provocative, touching on sensitive or divisive topics can generate substantial media interest. For instance, a survey revealing unexpected opinions on climate change, technology’s impact on society, or social issues can ignite conversations. These topics often have multiple viewpoints, making them ripe for debate and discussion. When your PR survey results tap into these hot-button issues, they become more likely to be picked up by journalists seeking compelling stories. However, it’s important to approach controversial angles with care and respect. Ensure your research is thorough and your data is accurate. By doing so, you maintain credibility while capturing the attention of both the media and your audience. This strategy not only boosts your chances of earned media but also positions your brand as a thought leader willing to tackle complex issues.

Go Beyond Your Brand

Maintain Editorial Integrity

Maintaining editorial integrity is crucial for the success of your PR campaigns. Your research should offer value beyond simply promoting your product or service. Journalists seek content that is informative, engaging, and relevant to their audience. If your PR survey reads like an advertisement, it will likely be disregarded. Instead, focus on crafting stories that provide genuine insights or tackle broader industry issues. Ask yourself, “Why would an editor choose to run this story?” By ensuring your content is newsworthy and unbiased, you increase the likelihood of securing earned media. This approach not only builds trust with journalists but also enhances your brand’s reputation as a credible source of information. So, always prioritize editorial integrity in your PR research. This commitment to quality will help you create compelling narratives that resonate with both media professionals and your target audience.

Provide Broad Value

To truly elevate your PR campaigns, ensure your content provides broad value. This means your research should address topics that resonate with a wide audience, not just your immediate customer base. For example, a PR survey that explores general consumer behavior trends can offer insights valuable to multiple industries. This broad approach makes your findings more appealing to a variety of media outlets, increasing the chances of widespread coverage. Additionally, providing broad value positions your brand as a thought leader with a deep understanding of the market. Journalists and editors are more likely to trust and engage with content that has universal relevance. So, when conducting PR research, think about the bigger picture. Aim to create content that informs, educates, and engages on a larger scale. This strategy will not only secure earned media but also build lasting credibility for your brand.

These tips aren’t just theoretical; they’ve been tried and tested. By following them, you’ll create content that not only resonates with journalists but also aligns with your brand’s key messages.

So, when you’re preparing to launch your next campaign, remember: it’s all about the story you tell and how you tell it.