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Researchscape_News_Release_Whitepaper.pdf

Researchscape_News_Release_Whitepaper.pdf

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Published by Mitchell Davis
Surveys are a proven and effective method of generating publicity for organizations. For instance, Visa’s recent survey about prom spending was picked up by the Washington Post, ABC News, NPR Marketplace and dozens of local newspapers and news stations.
Unfortunately, most publicity strategies
Surveys are a proven and effective method of generating publicity for organizations. For instance, Visa’s recent survey about prom spending was picked up by the Washington Post, ABC News, NPR Marketplace and dozens of local newspapers and news stations.
Unfortunately, most publicity strategies

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Published by: Mitchell Davis on Jun 19, 2013
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2 Researchscape International
S
urveys are a proven and effective method of generatingpublicity fororganizations. For instance, Visa’s recent survey about prom spending was picked up by the
Washington Post,
ABC News, NPR Marketplace and dozensof local newspapers and news stations.Unfortunately, most publicity strategies that incorporate surveys often sufferfrom errors and omissions that reduce the likelihood of wide media coverage.Fortunately, implementing best practices for newsmaker surveys is notparticularly expensive.Researchscape conducted a content analysis of over 250 survey news releases toidentify best practices and common mistakes, and interviewed reporters about theirattitudes towards newsmaker surveys to develop a simple checklist that you canfollow to improve the success of your publicity efforts.Our 4-step process for writing effective survey news releases includes:1. Set Goals2. Design and Field the Survey3. Develop Campaign Assets4. Write the News Release
 
3 Researchscape International
Set Goals
This step is often overlooked but setting a goal will help you focus your efforts andsave time and budget by ignoring extraneous details.Common goals for survey releases are meant for either the long term or short term.
Long Term
•
Build brand awareness
o
– Bankrate, a consumer nancial services
company, publishes monthly surveys such as itsFinancial Security Index, inorder to promote its brand.
Demonstrate thought leadership
o
– The Better Sleep Council, an arm of a mattress manufacturer’s associate, used asleep-habits surveyto highlight American attitudes towards sleep, as well as perceptions and misperceptions.
Improve search engine ranking of your sitefor key terms
o
– HealthPocket, a health plan comparison website,used a recent surveytoimprove its ranking for the keyword “physician search”.
Develop content for a content marketing strategy
o
 – BuyVia regularlyuses surveys for blogcontent, such as its recent smartphone wish list and Apple iWatch survey.
Short Term
•
Leverage a holiday or event for coverage
o
o
– For instance, whenLenovoannounced its new “table” computer, which can be used by multiple peoplesimultaneously, it shared research on family activities involving technology,gaming, education and entertainment.
Buildinterest in a conference presentation
o
 – NCR published the resultsof itstraveler experience survey
to drive trafc to its booth at the Passenger
Terminal Expo.
Generate leads
o
 – The rm, 1-800 DENTIST, which provides dental
marketing services, published a white paper summarizing theirdentalpatient survey resultsin order to capture leads from dental practices."The challenge with online surveys is they are not as randomized as a well-donetelephone survey. But—you can get a wider audience online than you can in asociology survey with 19 year olds who need 20 bucks."
 — Michael Fitzgerald, freelance journalist

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