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Publicity Polls

We boast a team of partners that previously ran the research groups of some of the world’s largest PR agencies. This experience means we have a firm grasp on how to translate research into the kinds of stories that today’s media and bloggers are going to be hungry to cover.

Our Approach

Our process for leveraging research to generate greater visibility and thought leadership for our clients involves:

• Identify the white space
  Is the topic new and unique, or have other studies already answered the questions? We will do the background research to see what’s already out there on a particular topic.
  

• Envision the headlines
  Ideally, what’s the story that you want to tell? From there, we develop a survey questionnaire that will help generate the proof points to support the headlines. Of course, we will not compromise on integrity, and sometimes the results don’t always support our clients’ position. Navigating around those situations and reframing the story is also where our experience is invaluable.

• Determine the appropriate methodology
  While online research is typically less expensive than traditional telephone interviewing, some major news outlets will not accept results from online surveys. Is your organization willing to accept this trade-off?

• Move quickly to capitalize on immediate opportunities
  Publicity and thought leadership research is usually tied to a specific event or opportunity (e.g., a new product launch, a major conference or summit, pending legislation, etc.). When do you need us to deliver the final results so that you can hit your deadlines?

Key Experience

As global head of research for Fleishman-Hillard, William Stewart played a major role in developing some of these groundbreaking publicity and thought leadership programs:

• Amgen’s Breakaway from Cancer initiative
  
• Sun Life’s Unretirement Index
• University of Missouri System’s Survey of Attitudes about Public Higher Education Funding