As public relations professionals, one of the most important parts of our jobs is to be a good media partner. Journalists are constantly seeking fresh content while juggling multiple stories and deadlines.
The easier we can make their jobs, and save them time, the better.
When pitching a story, we must think about how to add value to our media partners. Journalists are increasingly looking for compelling data to inform their reporting, and 68% want to see original research and trend data in pitches, according to a report from media monitoring platform Cision. Crafting tailored story angles backed by credible data is one way to position your brand as a valuable resource for journalists seeking fresh content.
These are three ways to use data from market research, brand-commissioned surveys and social media trends to secure top media:
1. Survey data
Leveraging results from a brand-commissioned survey is one way to create compelling, timely content to position your brand as an industry thought leader. If the goal is to earn top-tier media coverage based on the survey results, it can be helpful to begin with the end goal in mind by crafting questions that provide insights the media is looking for.
This is why it’s beneficial to engage your PR team from the beginning of the survey process.
When it’s time to publish the survey results, it’s essential to promote them by publishing a press release, sharing on social media and pitching to relevant media outlets, creating a narrative that resonates with the media and your target audiences.
It’s also important to be transparent about the survey methodology because journalists will want to know the survey’s design, sample size and sampling methods. Providing this information upfront will enhance your chances of media coverage.
2. Market research
Some of the world’s most successful brands depend on market research to uncover trends in the marketplace, obtain feedback on customer preferences, and strengthen reputation and credibility.
While this research is critical for brands to understand and connect with customers, it can also be a tool to help journalists understand why a specific topic should be important for them too. After all, the media want to tell stories that matter to their audiences, and PR teams can use market research to convey why the stories they’re pitching matter.
Not all brands have in-house research teams to tap into, but PR pros can leverage data from trusted market research firms like Gartner, Forrester, Nielsen and more. Consider citing original research instead of a news article when you’re pitching the media.
However, if it makes sense to use news coverage to highlight a trend, call out an article published by the same media outlet instead of a competitor.
3. Social media trends
If a topic, hashtag or video is trending on social media, it can usually be tied to a bigger-picture consumer trend. For consumer media outlets that cover culture and lifestyle topics, you can pique a journalist’s interest with products, services or insights tied to a rising social media trend.
One way to bring this to the attention of journalists is to showcase how a trend is growing. You can do this by linking out to a post or hashtag in your pitch and pointing out the increase in views or shares over time. Keep in mind that social media moves quickly, so work fast if you are tying a client’s brand to a social media trend in your pitch.
Embracing a data-driven approach to media relations not only strengthens relationships with journalists but also elevates the visibility and impact of your brand.
Connect with us to learn how Dittoe PR can develop a PR strategy for your market research or brand-commissioned survey.
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