Hot Topics, Cool Data: Stand Out with Newsmaker Surveys

In a recent O’Dwyers PR webinar, “Hot Topics, Cool Data: Using Newsmaker Surveys to Stand Out,” Michele Linn of Mantis Research and I shared essential strategies for developing newsmaker surveys that resonate with journalists and create buzz. Here are the three key approaches we discussed:

1. Start with Story Development Before Survey Design
2. Ensure Proper Sample Size and Quality
3. Communicate Findings Effectively.

Start with Story Development Before Survey Design

Michele emphasized the importance of planning your narrative before crafting survey questions. The most effective survey topics should:

• Align with your brand
• Be meaningful to your target audience
• Offer new insights or angles.

When brainstorming potential story angles, consider:

• Exposing gaps or disconnects in your market
• Identifying missed opportunities
• Forcing dichotomies
• Comparing different audience segments
• Challenging common assumptions
• Addressing specific questions from journalists.

Ensure Proper Sample Size and Quality

Some ideas for credible results that journalists will take seriously:

• Narrow B2B studies (directors, enterprise departments) should have at least 150 respondents
• Broader B2B studies (knowledge workers, hybrid workers) should have 500+ respondents
• Consumer studies typically need 1,000+ respondents, both agreed
• Consider hybrid approaches combining broad and niche audiences
• Use reputable panel providers and quality control measures
• When possible, conduct soft launches of ~100 responses to validate questions.

Communicate Findings Effectively

When sharing survey results:

• Focus on one clear story per piece rather than overwhelming readers with data
• Use statistics sparingly and avoid decimal points
• Present findings visually through clear charts and infographics
• Include methodology details journalists need (sample size, timing, etc.)
• Consider lead generation opportunities through gated detailed reports.

We noted that common pitfalls include:

• Using unclear language or industry jargon
• Waiting too long to publish results
• Missing opportunities to generate leads.

By following these guidelines, organizations can develop survey-based content that captures media attention while driving business goals. The key is thinking strategically about storytelling from the start while maintaining research quality.

You can watch the webinar in full. For more guidance, both Mantis Research and Researchscape International offer free consultations to organizations planning survey projects. For Michele, schedule a Research Clarity Call. New to Researchscape? We’ll run our Headlines without Headaches service for you for free.

Author Notes:

Jeffrey Henning

Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.