Need to generate publicity for your agency or a client, but you don’t have a news hook?
Try doing a survey. CareerBuilder and Dunkin’ Donuts recently surveyed 4,700 U.S. employees to see which jobs had workers consuming the most coffee. Not exactly a hard-news story, but it’s an entertaining and interesting one that got a lot of attention for both companies.
The release of the study coincided with International Coffee Day.
It turns out that marketing/public relations professionals rank number two in overall coffee use, just behind scientists/lab technicians.
Other major coffee consumers include education administrators, editors/writers, healthcare administrators, physicians, food preparers, professors, social workers and financial professionals.
Not surprisingly—at least to us coffee drinkers—nearly half of all U.S. workers claim that they are less productive without coffee. (On second thought, that actually sounds low to me.)
Surveys can be great attention-getters, and you don’t have to spend a lot of money to conduct one and publicize the results. Nor do you have to be with a big company to get noticed.
My friend and colleague Michael Gass, who specializes in helping ad agencies with new business development through social media, often conducts online surveys and polls through his Fuel Lines blog, where he reports and comments on results.
In addition to gathering opinions and data through your blog or Facebook, Survey Monkey is a cost-effective, easy-to-use polling tool.
Once the results are in, you can then share them:
• On a company or agency blog
• Through an article
• Via news release distribution sites such as Business Wire, PR Newswire or PRWeb
• By pitching them directly to reporters and bloggers as a trend story
Try timing the release of your results to tie into a relevant holiday or observance for added news value.
Chases Calendar of Events has a wealth of information about events, holidays, festivals, observances, famous birthdays and anniversaries taking place each day throughout the world. During certain times of the year you can even submit suggestions to Chases for new events or special days, weeks and months.
So, if you don’t find a special day to coincide with the trend you want to feature, make up you own and celebrate it!
Don Beehler provides public relations consulting services to advertising agencies and businesses.