Letter - Surveys on their own do not create news

Let us face it, most of us in the PR industry have done it at some time or another - relied on surveys to generate a little coverage - especially when no real news existed (News, 14 September). In most cases it works, but PRs should consider testing their research project against key criteria.

First, are survey findings likely to shed new light or generate comment on a newsworthy issue of import to your target audiences (and is your brand/client the right messenger)? Second, is there a clear link running from the research findings back to your brand, product, service or message?

Without applying these or some other judgements, surveys remain fun but are unlikely to tick the boxes.

Nigel Charlesworth, outgoing head of PR, Green Flag.

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