Working in media relations today can be a challenge.
With shrinking newsrooms and more PR practitioners than ever, getting a journalist’s attention can be grueling. Many experienced PR pros agree that we need new ways to garner their interest.
One underused tactic is incorporating the use of original research into our media outreach.
What is ‘original research’?
It’s information your brand or client creates and publishes for public consumption, says Michele Linn, co-founder and head of strategy at Mantis Research. In addition to positioning your client as the authority, it’s one of the most effective ways to garner backlinks, according to SEO PowerSuite’s Link Building in 2017 survey of 628 SEO professionals.
Plus, PR pros know that if there’s one thing journalists love it’s data.
“It’s easy for journalists to find people who are willing to share an opinion on a subject, it’s rarer to find someone who has data points related to that topic,” says Laura Kane, chief communications officer at PRSA. “Original research and related data make you a credible source for reporters and can help you develop a following of interested stakeholders.”
What does it cost?
While research can be expensive, it can also be produced on a budget.
One option is to analyze publicly available data. RENTCafe, a nationwide apartment search website, analyzed data collected by the U.S. Census Bureau to compile a report on renting versus owning a home. The story was
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