FAZ Institute on the PR tool Studies: when are surveys successful? {Trend! study}

Readers love studies - they give them security. Companys love studies too - because they are good for reputation and PR. The FAZ Institute has examined the interaction between studies, public and public.

Not a week without studies

Not a week goes by that I don't get a study on the table. In the meantime, however, I no longer react to many inquiries: many so-called studies are only Online-Surveys with hardly reliable data material. In addition, we now give own studies in cooperation with Universum Communications whose methodology has been explained in detail here.

It was precisely for this reason that I was interested in a study that the FAZ Institute recently published. “Studies in corporate communication” is the name of the plant, for which a total of 2013 communication decision-makers from all economic sectors were interviewed in December 165.

Success factors of studies

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Now the topic of studies as a PR instrument could have been an exciting topic if, for example, the credibility of such studies had been asked. But presumably one would have had to ask editorial offices. In addition, the data base with decision-makers questioned by 165 is quite thin.

For me, the only really interesting thing about the study was the question of the success factors: The reliable database (1%) ranked first, ahead of the high quality of the content (89%). Far behind were the representativeness of the survey data collected (87%), renowned and independent partners for data work and market research (66%). The Choice of the medium, i.e. the experience and professional competence of the editors, were only a success criterion for 41% of those questioned. However, the question arises: How exactly do companies measure this Success?

Company as a leader of opinion?

What else came out of the study does not surprise me: a majority of large and medium-sized companies publish studies in order to position themselves as experts and opinion leaders in the respective product and subject area. The main target groups of the studies are the media and specialist public as well as potential customers.

As the survey by the FAZ Institute shows, 78 percent of communication decision-makers consider studies to be a promising tool. 61 percent of the companies surveyed have already published studies, most of them to plan this also for them Future.

With studies, the companies want above all Expertise show up and position themselves as opinion leaders in their respective subject area (85 percent of those surveyed). The companies also associate this with the intention of generating media resonance (71 percent) as well as their reputation and Brand to strengthen (61 percent).

Target group and dissemination

Discounts for your success (advertising)!

The most important target groups for studies are journalists (91 percent), the specialized public (76 percent) and potential customers (66 percent). The data and facts should be interesting and provide added value to journalists, media users and customers. One of the main sources of such information is studies published by companies alone or in cooperation with market research institutes.

For distribution, the companies use different forms of presentation. The most common are press releases (90 percent), PDF files (84 percent) and press conferences (73 percent). The printed edition of the study is intended primarily to reach (potential) customers, politicians and other decision-makers (69 percent). Digital formats are trendy.

How are the results presented?

Respondents consider microsites to be particularly useful for presenting the study useful, these are lean websites that present the study results in multimedia form (73 percent). Ultimately, they worry Combination from digital and printed formats as well as press conferences, workshops or roundtables for the largest Resonance in the desired target groups.

The publication “Studies in Corporate Communication” can be obtained under ISBN 978-3-89981-381-4 for 25 euros from the FAZ Institute for Management, Market and Media Information.

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