Before you start designing your PR survey, it's essential to define your objectives. What do you want to achieve with the survey? Identifying your objectives will help you create a survey that is focused and effective. Remember, the overarching goal of a PR survey is to get media coverage and inbound links to the survey report. It's not a market research survey, so it needs to be approached differently from one.
Step 2: Identify Your Target Audience
Knowing your target audience is crucial when designing a survey. Who do you want to survey? Identifying your target audience will help you design a survey that is relevant and engaging for them. Because many of Idea Grove's B2B tech clients approach surveys from a market research perspective, they often think they should survey very narrow audiences, such as buyers in their industry niche. But this isn't always a good idea. The purpose of your survey is not to survey your buyers; it's to get relevant coverage and links. That's why you'll generally get better results if you poll a broader audience about a topic your buyers—and the media they consume—would find relevant and of interest.
Step 3: Design Your Survey
The design of your survey is critical to its success. Your survey should be clear, concise, and easy to complete. Use simple, direct language, and avoid jargon or technical terms that may be unfamiliar to your target audience. Consider using a mix of question formats to keep respondents engaged and provide a variety of data points. If you're not experienced in developing survey questions, it's probably a good idea to get some expert help here. Because it's not only the questions you ask in a survey; it's how you ask them. A screening question that offers only "yes" and "no" as response choices, for example, often leads to people answering "yes" simply because they want to seem agreeable. In the survey itself, a leading question is more likely to get you the answer you want—but not an accurate one.
Step 4: Choose Your Survey Method
There are several methods you can use to distribute your survey, including email, social media, and online survey tools. Email is a popular method for distributing surveys because it allows you to target specific groups of people and track responses. Social media can be an effective way to reach a broader audience, but it may be more challenging to ensure that your survey is completed by your target audience. Online survey tools like Pollfish, SurveyMonkey, or Google Forms are convenient and easy to use; Pollfish, in particular, does a great job of helping you reach the right audiences quickly and effectively.
Step 5: Analyze Your Results
Once you have collected your survey responses, the next step is to analyze the data. Look for patterns in the data and identify any significant differences between demographic groups or customer segments. Use your data to create compelling content, such as infographics, blog posts, or white papers, that highlights your findings and positions your brand as an industry thought leader. To ensure the best results, we recommend starting your survey with the end in mind, just as scientist begin their research with a hypothesis. It makes it more likely the survey will produce that newsworthy headline that will earn it media coverage.
Step 6: Promote Your Survey Results
Finally, it is essential to promote your survey results to generate media coverage, earn backlinks, and raise awareness of your brand. Share your findings on social media, publish a press release or blog post, and pitch your story to relevant media outlets. Use your survey results to create a compelling narrative that resonates with the media your target audiences consume—and positions your brand as a leader in your industry.
Here's an Idea: Let Us Do It for You
Are you struggling to get your brand the media coverage it deserves? Are you looking for a way to jumpstart or augment your existing media coverage? We have just the solution for you.
We are excited to share a limited-time offer of a three-month Digital PR survey campaign that will help you get the media coverage you need to elevate your brand, as well as boost your SEO. This is a wholly contained project that can be run as a complementary add-on to your existing PR campaigns or PR agency relationships.
We have a proven track record of success, having earned hundreds of media placements in target media with our Digital PR survey campaigns.
With our Digital PR survey campaign, you will:
Drive media coverage for your brand
Boost your brand’s visibility and credibility
Build your brand’s reputation as a thought leader in your industry
Generate leads and increase sales
Boost your SEO by driving links from high-authority media sites to your website
“Idea Grove’s Digital PR survey campaign has earned 109 unique media placements for us, including in top outlets like Axios and targeted trade and financial publications like Retail Dive and Bankrate. The campaign has also earned us 46 unique backlinks from these sources and others. As a result, our domain authority increased by 22% in a three-month period.”
Don’t miss out on this opportunity to jumpstart or augment your media coverage and SEO. Book a meeting with us today to learn more about our Digital PR survey campaign and how we can help you achieve your PR goals.
Trust expert Scott Baradell is CEO and founder of Idea Grove. Idea Grove helps its clients secure trust at scale through its unique Grow With TRUST approach. Scott is an established authority on trust and editor of the online publication Trust Signals, as well as author of the upcoming book Trust Signals: Brand Building in a Post-Truth World. Idea Grove celebrated its 15th anniversary in 2020, earning honors including the 2020 Pegasus Award for Small Agency of the Year, being named a Top 200 B2B service provider by Clutch, and ranking in the top 25 tech agencies in the U.S. by O'Dwyer's. Scott has an Accreditation in Public Relations (APR) from the Public Relations Society of America and speaks on PR and marketing topics at industry events nationwide.