One report – 365 days of earned media

Many companies invest in surveys, launch a report – and then move on. But when designed with earned media in mind, an insights-based survey and report can generate far more than a few days of attention. It can often lay the foundation for an entire year of relevant communication.

At Agency, we believe that a successful PR survey begins early in the communication planning. Long before the report is launched. Even before the first question is asked.

By identifying which questions have the potential to generate news, spark debate and strengthen the company’s expert position, a cleverly designed survey with the right kind of numbers, experts, graphics and pictures can create communications value long after the report itself has been published.

When the PR perspective is considered from the outset, there are huge opportunities to use the findings over time. One statistic might become a news story, another the starting point for an opinion piece, and a third give the company’s experts an opportunity to comment when a relevant issue enters the news agenda.

The findings can also be used for thought leadership, events and owned channels. With the right planning, the same material can provide new angles over time – without becoming repetitive.

As the way we search for information evolves and our dependability on AI assistants grows even stronger, editorial visibility becomes even more valuable. Insights and facts that regularly generate earned media in trusted outlets is arguably one of the most efficient ways of attracting AI’s attention. A survey-based report can often be a great tool to help achieve this goal.