A quick Google News search of a few survey-related key phrases will quickly educate you on the ways smart firms are leveraging surveys to secure PR placements.
More importantly, you will discover how PR savvy business leaders are creating newsworthy surveys that advance their company missions and product lines. Here are a few examples of survey results in the news that warrant a closer look. (Note: Click the company name to be directed to the appropriate news clip.)
Alterian is a leading social media marketing services provider. In 2010, they conducted a survey to highlight the differences between social media users and non-social media users in the area of company brand perceptions. What makes this survey so effective is that it is a vehicle for Alterian to sell their services without selling – the survey and subsequent press coverage paint a positive picture about the marketing potential of social media without explicitly pushing Alterian's products. Additionally, the survey title ("Social Media Users Are More Positive About Company Brands") is perfect because it communicates an SEO-rich survey outcome in a simple and straightforward manner.
Johnson Controls is a provider of building refit services. The survey they commissioned demonstrates that most companies are concerned about rising energy costs and are interested in making changes to cut their energy expenses. Not coincidentally, energy related changes often involve building refits. By leveraging the power of a survey, Johnson Controls used numbers to generate peer pressure on business owners. The impression you get from reading the article is that the majority of companies are preparing to spend money on energy changes and your company should, too.
Most of us know that TD Ameritrade is a well known brokerage firm. What you might not know is that TD Ameritrade is also very adept at integrating surveys into a comprehensive PR strategy. This recent news item is based on a survey TD Ameritrade conducted on the topic of succession planning. But instead of directing readers to contact TD Ameritrade or an affiliate about succession planning services, the article directs them to a series of succession planning white papers. Why would they do that? Because the white papers are a much better venue for helping prospects understand the value of succession planning than a short article. The survey provided the catalyst for attracting attention to the deeper PR value of the white paper series.