Surveys are a great way to gather valuable market research from your target audience and the results can help you gain media coverage to promote your business.
If your business is thinking about creating a survey it’s a good idea to involve your PR team in the process to help you create survey results that are appealing to the media.
PR professionals can help you formulate survey questions around current newsworthy topics, which are also tailored to your target audience. This way you have a better chance of gaining newsworthy results that a journalist may be interested in publishing.
PRNews has provided some great tips to help you and your PR team to create a successful survey.
Create your goals: Start by developing a goal for your survey and write it down. This goal will help to shape your survey and give you a guideline for the formulation of your questions.
Define success: Discuss the results you want to achieve with the survey and think about the media angles you can create from these results. This will help you to create questions around newsworthy topics.
Define your target audience: Think about who you want the survey to communicate with. This will help you tailor the survey towards a specific type of demographic and enable you to determine who should complete the survey.
Distribution: Think about how you will make the survey available to your audience. You could put the survey online or email it to your target audience.
Create the questions: Start creating the questions with your goals, audience and media angles in mind. Make sure the questions are not biased so you can receive accurate results.
Create the answers: Provide survey respondents with guidelines around how they should answer each question. For example, ask them to choose one answer from a list of 5 multiple choice answers.
Test it: Ask your internal team to complete the survey so you can discover if there are any flaws.
Analyse the results: Once the survey has been completed and the results have been gathered you need to analyse the results. Some survey platforms include analysis tools otherwise you will need to develop your own way to record them.
Display the results: You could display the results in a formal report, infographic, series of graphs or something else. This will help you to distribute the results.
Distribute the results: Consider the best ways to distribute your results and communicate to your target audience. This could be in the form of a media release to relevant journalists or in an email to your customers and clients.
By creating a survey you can gain an invaluable insight into your target audience or your industry. Your PR team can then share these insights with the media and your target audience, helping you to promote your business.
Have you undertaken a survey and successfully gained media coverage from it?
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