Research for PR: Don?t get caught out
Research for PR: Don?t get caught out
What makes some research statistics ? and their resultant headlines ? ?dubious?? There are a number of contributory factors which include:
- Selecting research providers solely on the basis of price
- Inadequate / incorrect sample choice for the subject being researched
- Poor questionnaire design
- Research agencies not being involved in checking research-based PR releases before they go out
So how do you avoid this happening?
- Ensure that you or your PR agency uses a bona fide research agency which includes questionnaire design assistance in its omnibus/research charges
- Consider the definition of the respondents for the research ? who should be answering the question for the best results?
- Discuss with your research agency the themes and angles you?re hoping to generate from the research
- Involve your research agency in interpreting the research findings ? get them to check your press releases before they go out
- Ensure that all press releases include a statement of how and when the research was conducted
- And finally, if you unable to answer a research question yourself, don?t ask it!
