About this article

Read time:

4 minutes

Category:

Client success, Guides and advice

Skout’s survey says…

As a B2B PR agency, research is one tactic that we turn to regularly to help generate awareness and column inches on behalf of our clients. Whether we uncover data that our clients are already sitting on or commission a market research company to undertake a survey, the beauty of a piece of research is that it forms the basis of a PR campaign and can help generate press coverage, content and social media engagement.

 

From start-ups to well-established corporates, from B2B to consumer, there’s potential for any business to carry out a research-based campaign, and from the nation’s favourite song to the amount of debt the average household has, the potential for a piece of research to strike a chord with the media is endless.

 

Here are just a few examples of research projects we’ve carried out on behalf of our clients and what we achieved as a result. We saw that our cloud provider client Redcentric was part of a crowded market and decided to carry out a research-based project that would help them stand out amongst competitors. This campaign was called ‘Journey to the Cloud’ and saw us commission a research company to survey 200 UK IT decision makers on how well-established their cloud technology implementations are. In a series of press releases and articles, we announced Redcentric’s findings to give a snapshot of the private and public sector’s use of cloud technology at that time. It went down well with the press, generating 50 pieces of coverage, and it even appeared in their core media Cloud Hosting and Cloud Pro. Getting access to a wealth of data, there was scope for us to create content too, and so we created infographics, ‘travel guides,’ and a report that encompassed all of the findings. The results of the survey fully supported our hopes for the campaign and fuelled a host of coverage and content.

 

Another successful research-based campaign we carried out was for our client Grass Roots, an employee benefits provider. We commissioned a research company to survey over 1000 employees and HR managers to see what benefits employees were currently offered, whether this has changed over time, and what benefits they’d like in the future. We wanted to show that benefits employees demand don’t always cost the Earth, and that companies like Grass Roots can roll out a benefits package for any organisation. With the answers and views from a cross-section of people, we drafted a series of press release releases targeting a variety of press. We secured an exclusive with a top employee benefits title, and generated 17 more pieces of coverage. The research was also used to inform further pieces of content: a guide, an animation, and ‘perk profiles’ which were infographics that pigeon-holed different types of workers and their stance towards benefits.

 

These are just two of our examples, but they clearly show why research is a worthwhile route to take. Carrying out primary research particularly gives you great control over the content you push out and means you align yourself with industry issues or hot topics and give yourself a wealth of data to support your key messages. You’re in the driver’s seat. The press has long been interested in a good set of data, and if you look at any publication chances are it won’t take you long to find a survey-led story.

 

Even if you’re a small business, if you choose your survey sample wisely and find some interesting results, you have every chance of grabbing the headlines. Carrying out a research-based campaign has the potential to open the doors to a wealth of content for use by both PR and marketing. What are you waiting for?

 

Alex Brown enjoys being one of the Skout blog’s most regular contributors.

About this article

Read time:

4 minutes

Category:

Client success, Guides and advice

Do tech companies need PR?

Is traditional media going to become a relic of the past?

Browse more blog posts

Posted on
byJames Weaver
In today’s fast-paced and consistently evolving world of technology, innovation is key to stay ahead of the competition. While breakthrough products and next-generation solutions are fundamentally crucial, the importance of public relations (PR) for the tech industry should not be underestimated. Here, we explore the reasons why tech companies, both innovative start-ups or big tech, need PR and how it...
Posted on
byJames Weaver
Since the dawn of the 21st century, the tech industry has surged and evolved through countless groundbreaking innovations. But in the ongoing pursuit of digital transformation, layoffs in the sector have become an unwelcome trend. We saw it in the aftermath of the pandemic with the industry increasing its layoffs by 649% in 2022, which is the highest since the...
Posted on
byJames Bentley
Things change quickly in the world of B2B marketing, so it’s vital to be ahead of the curve. 2024 will bring with it new challenges and opportunities, so here are five incredible B2B marketing strategies which can make a significant impact for your business this year.  1. Personalised content marketing  Identifying and then producing content for specific target audiences has...
Posted on
byRebecca Brown
There is no denying that Josh Cole Bolland is an early starter. He started working as a freelance photographer and graphic designer aged just 16 and lived the dream, working with bands and musicians. He opened his own photographic studio just two years later and gradually integrated graphic design and video into the mix before he was joined in the...
Posted on
byJack Snell
I recently attended a Mental Health Workplace Responder course by St John’s Ambulance. It is now a part of my responsibility to help create awareness of mental health issues at Skout and to be a point of contact for my team. I have discussed my role with the team in great detail so they know what I’m here for, alongside...
Posted on
bySkout team
Why was PR your chosen career? Coming out of a job in television journalism, I knew that a career working with words was paramount. I moved between several roles in marketing and communications at companies of varying sizes but had always wanted to work in the cut and thrust of an agency where client requirements could be very different from...
Posted on
byRebecca Brown
Over the past few years, poetry has become one of our Skout traditions. As we get ready to close the office doors for Christmas, we thought we’d share with you a festive poem in celebration of all our brilliant clients written by our head of client services, Claire James. Enjoy!  
Posted on
byRob Skinner
Just over 31 years ago, in a speech to mark her 40th year of reign, The Queen told the world that 1992 had been her annus horribilis. To quote, “not a year on which I shall look back with undiluted pleasure.”  During that year, three of The Queen’s children had separated from their spouses, the royal family had been plagued...
Posted on
byHonor Williamson
We invite you to join in on our ‘Big B2B Christmas Quiz’ to test your knowledge of all things Christmas, PR and marketing, pop culture and more before we head into the New Year.   Answers at the end (no cheating, please!). And don’t forget to let us know your score.  Marketing & PR  Christmas  Technology  News  Pop Culture  Answers 
Posted on
byRebecca Brown
There aren’t many B2B marketers out there who don’t spend a lot of time thinking about content and how to best use it to engage their audiences. In fact, over 70% believe content is becoming increasingly important in driving overall marketing success. But just because it’s the right thing to do, doesn’t always mean it’s done right. Audiences are being...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.