research led pr 20th nov2012with notes

Research-led PR

Suzi Christie BA MCIPR Dip CAM (Digital M)

• The media and what makes a story• Good and bad press releases• Examples of research led-PR• When things go wrong• Commissioning research and cost vs return• How to start

The changing face of PR

• 78.4 no• 21.6 yes

A press release without stats is like black and white vs colour

• Joe Blogs launched a new book this week about discrimination

• Or • An expert in discrimination says legislation

isn’t working and x% of ethnic minorities feel that there is as much discrimination today as ten years ago.

When writing your questions –

start with the headline in mind

When things go wrong…

CIPR Best Practice Guide

Integrity: Integrity is essential when using statistics in PR, as indeed it is key to all elements ofprofessionalism. It requires that members are honest and truthful when using statistics. Members shouldhave regard for the public interest. They should be accurate when disseminating information.

Typically, a news release might include:

• purpose of the survey and what was measured or asked• audience or subjects represented, eg people, businesses, journeys• sample size and method of sampling to show appropriate representation• response rates• fieldwork dates• whether or not the survey data have been weighted• results with accompanying commentary on key findings (and ensuring that any comparisons arebased on results that are statistically different from each other)• Information on source data and any assumptions to accompany any forecasts.

How much does it cost ? who should I use?

– and ROI

Now it’s your turn – what’s the story?

Any questions?

If anyone would like my 10 top tips on how to get press coverage let me have your

business card or e-mail me at suzi@blueberry-pr.co.uk

Website www.blueberry-pr.co.uk

References

CIPRhttp://www.cipr.co.uk/content/using-statistics-communications-guidelines

OnePoll www.onepoll.com

Ben Goldacre http://www.badscience.net/2010/03/rentokil/