Stephanie Frost, research manager and Briony Gunstone, associate director, YouGov Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Stephanie Frost and Briony Gunstone
Using research to generate positive media
coverage

2. 1. What makes a good research-led story? The view from journalists
2. Why is getting it right so important?
3. Planning, commissioning and designing research
4. Practical tips: designing questionnaires
5. Practical tips: reporting results
6.Case studies and best practice
7. Questions and discussion
2
Topics

3. The view from journalists

4. In August we asked 165 journalists for their thoughts and opinions on market research…

5. Market Research seen to be as relevant as ever
72% agree that including research statistics in a
story adds a great deal of weight to the
message that is being put across
68% agree that market research led stories
sway public opinion
58% disagree that market research-led stories
have ‘had their day’

6. Journalists look for robust samples, reputation and an
independent spokesperson
84%
86%
97%
Having a truly independent and respected
spokesperson adds weight to a PR story
It is important that the research company has a
good reputation
Having a robust sample size is important when
deciding on which research stories to pick up

7. What do you think makes a good MR-led story?

8. What do you think makes a good MR-led story?
“Where the research has a serious sample base and is not a story blown out of
proportion on the basis of a small sample; where the information is set out
clearly and is not overblown or distorted to get an appealing headline.”
“Genuine and up-to-date research; current news not a re-hash”
“Reporting robust evidence verified by a suitably qualified expert”
“Genuinely objective; transparent in its sampling; open to views/data that do
not support the product/service; asks important questions the answers to
which can genuinely inform/educate; carried out by an impartial researcher.
Market research stories should have a serious sample size, be carried out by
reputable research companies and should make the raw data available.
“A story based upon original research. Not research done to support a story.”

9. Make it local

10. What not to do….
Only slightly over 1/3 believe celebrity endorsements add weight
Make it too obviously client led
Distort or use under researched data to get the desired
headline or story
Using leading questions
O
O
O
O

11. Why is getting it right so
important?

12. With coverage…
…comes scrutiny

13. What can happen?

15. Planning and commissioning
research

16. What sample is suitable for your survey?
The general public, or a specific
group (e.g. drivers, tenants, people
with a particular health condition,
pet owners etc)?
What level of subgroup analysis
is needed (e.g. regions, age
groups, something specific
related to the survey topic)?
If there is an area of particular focus, this can be covered
in the sampling, with boost samples if necessary – as
long as this is planned for in the design stage
If the general public -
GB, UK (or England,
Wales, Scotland etc)?
What overall sample size is
needed? 2,000 is considered
robust for the general public but
smaller samples can be acceptable
for more niche groups

17. …the most important thing a research company
can do is make sure it understands you
Objectives
Questionnaire only
Questionnaire + Objectives
Communicating with your MR agency

18. A good MR agency should be
asking you lots of questions. If
not, call them and talk to them
about what you need.
• Understand your headline objectives
• Recommend the right product(s) for you
• Help to think of alternate angles
• Explain the project lifecycle
• A faster process
• Easier to write release
• No surprises at results stage
• More detail from your questions
What should a ‘good’ market research agency ask you?
Asking the right questions allows us to: This ensures:

19. Writing questions

20. Do you think it’s
disgusting that the
government plans to
cull innocent badgers?
Point of view
• Emotive language
• Clear attempt to lead
• Respondents polarised
• Unlikely to get coverage

21. Do you think that
cryptocurrencies will replace
cash within the next 5 to 10
years?
Jargon
• Will the public understand?
• Will increase “Don’t know”
• Use more everyday
language, or explain
• Can always add jargon
back into a press release

22. Given the choice, do
you think road tolling or
increased road tax is
the best way for the
government to pay to
maintain UK roads?
Filtering out vs. “cleaning”
• Should this go just to
drivers?
• For the same
investment - ask
everyone, and
compare for extra
angles

23. Do you think the move
away from training in
your organisation is
down to lack of budget,
rather than a shift in
attitude from HR?
Asking more than one thing at a time
• People could answer
“yes” and “no”
• We can split this into
a grid, and it won’t
cost extra
• The results would
not be meaningful

24. balance
At least daily Every
payday
don’t mix
3
Dissatisfied
1
Satisfied
52 4
numbers or words, or both?
where appropriate: use not applicable
options and filters
Scales – a great tool, when used correctly
?

25. Aim low
Are all options covered?
Don’t be scared of “Don’t know” – embrace it!
Be specific
Can people remember?
General points

26. Spot the errors…

27. To what extent do you agree with the
following statement?:
“I love to go sailing”
• Strongly agree
• Agree
• Disagree
• Not sure

28. Which of the following best describes how often you check your bank
balance (either online, at the ATM, in-branch, on the phone etc.)?
• Less often than once a month
• About once a month
• 2-3 times a month
• About once a week
• More often than once a week
• I only check my bank balance on
payday
• Not sure

29. Through which channels would you like to see this service advertised?
(Please write your answer(s) in the box below)

30. Do you generally look forward to Mondays?
Yes No
Don’t
know
Which one weekday do you look forward
to the most?
Mon Tue Wed Thu Fri
Don’t
know
Getting the most from your questions

31. Reporting and using numbers

32. 32
Using small numbers

33. P“Nearly one in ten cat
owners (8%) would go on
a diet alongside their cat
to help him/ her lose
weight”
“Nearly one in ten people
(8%) would go on a diet
alongside their cat to help
him/ her lose weight”
O
Describing the right group

34. Multi-code options…
“25% of UK adults like the colours
green and yellow”
O

35. Examples of best practice

36. Case study: PDSA PAW Report
▪ A large annual survey of dog, cat and rabbit owners, covering
various different aspects of pet welfare (diet, behaviour, living
arrangements, companionship, healthcare)
▪ Typically around 5,000 pet owners are surveyed (variable each
year)
▪ Additionally there is a separate survey of veterinary professionals
▪ As well as producing PR stories, the survey provides an evidence
base to inform strategy and meet other organisational
objectives
▪ The survey leads to production of a comprehensive, co-branded
report with infographics
▪ This is further publicised (in some years) via a launch event with
senior figures from the veterinary community, and the report is
distributed at veterinary shows throughout the year

37. PDSA PAW Report: good practice
▪ PDSA meet most PR requirements throughout the year from this
one survey, and also use the survey to meet many other
organisational objectives – increasing value
▪ PDSA work closely with us to design the questionnaire. Plenty of
time is allowed for design, to ensure the survey meets all
objectives
▪ Careful consideration is given to the sampling, particularly in
relation to regions and nations, to ensure that PDSA can target
local media effectively
▪ PDSA work closely with us to ensure the reporting of results is
accurate and not misleading
▪ PDSA work in partnership with veterinary experts e.g. RCVS and
others. A foreword and quotes from such organisations add
authority to the reported findings
▪ The survey is highly publicised – via the published report, launch
events and distribution at sector events. The survey positions
PDSA as a thought leader in the realm of pet welfare.

38. PDSA PAW Report: coverage

39. Questions and discussion

40. Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk

41. Making the news: generating
positive PR for your charity
Supported by
30 November 2017
London
#charityPR