5 Ways to Use a Brand Commissioned Survey to Support Earned Media Programs

June 6th, 2024

A person’s hands are shown, one holding a pen and the other typing on a laptop keyboard. A disposable coffee cup is placed next to the laptop. A person’s hands are shown, one holding a pen and the other typing on a laptop keyboard. A disposable coffee cup is placed next to the laptop.

By Samiha Fariha, Senior Associate, Golin Toronto

Leveraging surveys commissioned by a company can be a powerful tool for enhancing outreach efforts. Surveys not only provide valuable insights but also serve as a compelling way to engage with journalists and secure media coverage. Here are five strategic ways to utilise surveys to support media relations programs effectively: 

1. Data-driven pitches for business media interviews 

When reaching out to business media outlets for interviews or features, nothing grabs attention like compelling data.

Use the insights gleaned from your brand-commissioned survey to craft pitches that showcase your brand’s expertise and relevance in the industry. Highlight key statistics or trends that align with the interests of the target media outlet’s audience. By offering exclusive access to intriguing survey findings, you increase the likelihood of securing valuable media coverage. 

2. Engage journalists with unique data offerings 

Offering journalists unique and timely data can set your brand apart. Instead of simply pitching stories, take a proactive approach by reaching out to journalists with relevant survey findings.

Tailor your outreach based on each journalist’s beat and interests, demonstrating how the data adds value to their reporting. By providing ready-made story angles backed by credible data, you position your brand as a valuable resource for journalists seeking fresh content.  

3. Incorporate data into monthly media pitches 

Capitalise on key moments throughout the year by incorporating survey data into your monthly media pitches. Whether it’s tying survey results to industry events, holidays, or seasonal trends, aligning your outreach efforts with timely topics increases relevance and resonance with journalists.

By weaving survey insights into your pitches, you can position your company as a thought leader and go-to source for expert commentary on trending issues. 

4. Enhance press releases with survey insights 

Press releases remain a staple tool for announcing new launches, initiatives, or milestones. Elevate the impact of your press releases by weaving in key insights from brand-commissioned surveys.

Whether it’s unveiling consumer preferences that inspired a new product or highlighting market trends shaping your industry, integrating survey data adds context and relevance to your announcements. Journalists are more likely to pick up on stories that are backed by data, increasing the reach and credibility of your press releases.  

5. Using data in event invitations to encourage media turnout 

When inviting journalists to events such as media previews or press trips, leverage survey data to pique their interest and drive attendance. Include intriguing survey findings related to the event’s theme or industry focus in your invitations to entice media contacts to cover the event. Whether it’s promising exclusive access to survey experts, offering data-driven story angles, or highlighting the relevance of the event, leveraging survey data can help boost media turnout and maximise coverage opportunities.  

Surveys commissioned by a company offer a wealth of opportunities to support earned media programs effectively. By strategically integrating survey data into pitches, press releases, and event invitations, companies can enhance their engagement with journalists, secure media coverage, and position themselves as credible sources of insights and expertise within their industries.

Embracing a data-driven approach to media relations not only strengthens relationships with journalists but also elevates the visibility and impact of a company’s brand in the ever-evolving media landscape. 

Originally published in Marketing-Interactive.