The power of statistics in your PR
August 6, 2008
Last week I went to one of my favourite networking events, Last Thursday Club, and heard Valerie Khoo talk about getting a journalist’s attention in your media release. Valerie reinforced the value of doing your own research well. Here are three key quotes from the night:
“Statistics are your friend”
“Use quotes from your customers”
“Use your own database”
She provided an example for getting the press’ attention, where an accounting firm calculated the proportion of their clients that needed adjustments to their tax return – adjustments that the firm were able to make to maximise their client’s return. Because the media release included a statistic, the media were drawn to the release and able to create a news story from it. Even though the firm didn’t mention how many people they included in their research and didn’t hide that it was their database that they were reporting on.
Conducting a well designed survey on your own database can give you powerful statistics that you can then use in your own media release to gain exposure for your business.
Why not start now?!
