PR surveys don’t fail because journalists dislike data stories. They fail because they’re predictable, vague or create more work for already time-poor journalists. 

PR surveys have had a rough reputation lately. Journalists are more sceptical, inboxes are more crowded, and the same tired headlines keep circulating. It’s fair to ask… are PR surveys still worth it? 

The short answer is yes, but only when done properly. To land coverage today, survey stories need to go beyond a quirky headline or a single stat designed to shock. They need to support a genuinely interesting story, underpinned by credible data and a clear, robust methodology. 

Where PR Surveys Go Wrong 

A big reason PR surveys fail to land is because they feel predictable. Journalists have seen it all before, vague findings, overgeneralised claims, and data that doesn’t actually say anything new. 

Common pitfalls include overly hypothetical questions (“Would you consider…?”), unclear or inflated sample claims, weak narratives and results that feel more like advertising than insight. 

The result? Journalists skim, shrug, and move on. 

Why PR Surveys Still Work 

Despite the challenges, PR surveys remain one of the most effective tools in a communications strategy, when used as part of a wider story, not in isolation. Surveys provide credibility and trust (especially important in a world of AI slop), add a human perspective to wider trends, and turn assumptions into evidence-backed insights. 

We also use PR surveys to… 

• Create ‘new’ news when there is a quiet moment in the content calendar 
• Provide exclusive data for journalists 
• Support thought leadership pieces for brand leaders 
• Form the foundation of multiple pieces across earned, owned and paid channels 

For example, a simple survey on sleep could become a page-lead in a newspaper, a sofa-slot on a morning news programme, a regional data story, a thought-leadership piece on productivity and create social & marketing content, all from one data set. 

In a media landscape that values exclusivity and evidence, strong data is still incredibly powerful. 

Using PR Research as Part of a Bigger Strategy 

The mistake many teams make is treating surveys as a standalone tactic. In reality, they work best as part of an integrated approach. 

PR research should support or replace an existing narrative, not try to create one. By combining a survey with expert commentary, case studies and supporting data sources, you are providing a journalist with a ready-made story, not just a quick stat. 

Survey data is the foundation, but the angle and the assets are what will make it land. 

How to Get Better Results from PR Surveys 

Execution is everything. The difference between a full-page and tumbleweed often comes down to how the research is designed. 

Ask about real behaviour, not intentions 
The most valuable insights come from what people are doing, not what they might do. Behavioural data is concrete, credible, and far more newsworthy. 

Instead of asking what people plan to do, ask what they have already done or are actively doing. This leads to stronger, more actionable stories that create conversation. 

2. Be precise with your questions 
Be specific and avoid broad or vague framing. 

For example, instead of asking if someone struggles with work after a bad night sleep, ask what specifically they struggle with (keeping focused during tasks etc). 

Well-structured multi-choice questions not only improve response quality, they also provide multiple useable stats from a single question. 

3. Don’t overestimate sample size needs 
There’s a common misconception that bigger is always better. For B2B audiences, smaller, well-targeted samples can still be representative (and far more cost-effective). Margin of error is important but ensure you brief your researcher on intended use & results and ask for consultancy from them. 

For consumer insights, representation matters more than volume. Ensuring your sample represents the population (age, gender, region) often adds more credibility than simply increasing numbers. 

4. Design for headlines from the start 
Work backwards from the story that you want to tell. 

Ask yourself would someone read this? Then build your questions to support this story. 

It’s fine to have a hypothesis, but the questions must remain objective. And if the results don’t land as expected, look for alternative angles in the demographics rather than forcing a new angle. 

5. Stay objective in your question design 

Leading questions might deliver the result that you want, but they undermine credibility and will often be questioned by journalists. 

Instead of asking Do you agree that productivity is impacted by a bad night sleep?  

Ask What impact, if any, does a bad night sleep have on your productivity? 

This avoids bias and often uncovers more interesting insights. 

6. Focus on tension or surprise 
The strongest stories challenge assumptions or highlight contradictions. 

70% of Brits want to eat healthier is not news but 70% of Brits want to eat healthier, yet 55% are ordering unhealthy takeaways once a week is. 

Look for contrast! 

What Journalists Actually Want – Quick Tips:  

1. Lead with a clear, surprising stat 
2. Focus on real-world behaviour, not opinions 
3. Keep findings simple and easy to understand 
4. Tie data to current trends or news moments 
5. Make it relevant to the publication’s audience 
6. Provide regional or demographic breakdowns where possible 
7. Include a strong expert comment and/or case study to add context 
8. Write in page ready copy, not jargon 
9. ‘Re-nose’ the angle or add additional supporting content if it doesn’t land first-time 
10. Make it effortless to cover. If a journalist has to work to find the story, they won’t cover it 

The takeaway? PR surveys aren’t incapable of landing…but lazy ones are. The brands that succeed are the ones treating research as storytelling, not just data collection. 

Chat to our research team for more information: