Remember when a good survey was the golden ticket to blockbuster nationwide headlines? Armed with a few thought-provoking stats, a decent PR team could generate ink at will in virtually every major media outlet. Alas, the days of easy survey-based PR campaigns disappeared once everyone with a blog could crank out a statistically spurious survey at zero cost, and with no formal training.
Thankfully, there is a contemporary replacement for the survey that carries the same promise of big headline potential, even in today’s fragmented media environment. It’s called Big Data, and it’s the most powerful PR tool you’re not using.