PR Survey Research
Strong PR research is the backbone of many successful campaigns.
Done well, it generates stories that journalists actively want to cover and provides brands with the credibility, authority, and audience impact they need. At the heart of every effective broadcast campaign lies research that is both relevant and newsworthy, giving PR teams the insights they need to create stories that resonate across television, radio, and digital channels.
Whether you are targeting national broadcasters, regional stations, or niche digital outlets, high-quality PR research ensures your story is editorial-ready and compelling, maximising coverage and audience engagement.
Watch our video to learn more
About
Why Work With Us
Shout! Communications and our preferred partners understand both data and the media landscape. We guide brands in:
- Designing surveys that produce broadcast-quality stories
- Identifying angles that capture audience attention
- Tailoring research to maximise national and regional coverage
- Turning insight into editorial-ready content for radio, TV, and digital
With our experience, we help you craft campaigns that deliver measurable coverage and engagement. From initial consultation to post-campaign reporting, our approach ensures your PR research is both strategic and impactful.
Get in touch today to discuss how we can turn your next survey into a story that captures the attention of broadcasters and audiences across the UK.
Defining PR Research
What Is PR Research?
PR research is designed to create media-friendly insights. It typically involves surveying the general public or a specific demographic to identify trends, opinions, or behaviours that can be transformed into a story journalists want to run.
Unlike traditional market research, which focuses primarily on customer preferences, PR research is driven by media impact—its purpose is to generate news rather than purely commercial insight.
Broadcasters, in particular, are drawn to stories that reflect patterns or trends within society. For example:
- “Three in five people plan a UK holiday this year” might capture interest if this contrasts with behaviour in previous years.
- “One in two adults are unsure how much alcohol it takes to reach the drink-drive limit” offers societal relevance and engages radio listeners, especially during commuting hours.
The key to success is relevance. A story that resonates with audiences—whether it sparks conversation, highlights a societal trend, or provokes debate—is far more likely to be picked up by regional and national broadcasters alike.
Radio, with its localised focus and highly engaged listeners, is particularly suited to research-led stories. If you want to target TV as well, then you need research that can be illustrated by moving pictures. Case studies can sometimes be the key to this.
Some of the most effective campaigns see the survey results broadcast in full, followed by listener participation, such as call-ins or social media discussions. The more a story connects with audiences, the greater its stickiness, and the longer it remains relevant on air.
What Good Looks Like
Examples of Effective PR Research
Most PR research polls the general population, but the methodology can be refined to suit your campaign and target outlets:
- Women’s health: Survey women only or narrow by age for topics like menopause.
- Holiday behaviour: Include respondents across all regions to reflect travel trends accurately.
- Drink-drive awareness: Poll drivers across the UK, with regional splits to appeal to local radio audiences.
By creating research that is relevant, topical, and actionable, PR teams increase their chances of coverage across national and regional television, radio, and digital platforms. Radio, in particular, benefits from research-driven stories, as regional stations have many more outlets than national networks, providing multiple opportunities for story placement.
Alternative Ideas
Other Forms of PR Research
Survey research is only one method to generate media-ready stories. Other approaches include:
- Freedom of Information (FOI) requests: Official data that adds authority to your campaign, although response times can be lengthy.
- Industry statistics: Leveraging company or sector-specific data to provide insight that journalists value.
- Academic research partnerships: Collaborating with universities or research institutions adds credibility and a strong editorial hook.
Each method can produce insights that are newsworthy, credible, and broadcast-ready, supporting PR campaigns that aim to reach both broad and niche audiences.
Testimonial
What our clients say
Andrew McKay
Senior PR Manager, Seven Consultancy
I wanted to say a MASSIVE thank you for all your work this week and keeping everything so smooth this morning. The client is thrilled, as are we.
Steve Sherran
Managing Director, HROC
I just wanted to say a massive thank you once again for all your help and support with the Project SHOUT campaign this year. You guys are the absolute best.
A Trusted Partner
Some of the brands we’ve supported
