How Surveys and Fresh Data Can Be Gold for Creating Compelling News Stories

The news agenda shifts by the minute, so finding a hook that cuts through the noise is the main challenge and finding the PR golden nugget to make a journalist sit up and want to publish your story is every PR team’s goal. Journalists are under pressure to produce stories that are fresh, relevant and evidence-based. Brands, meanwhile, are constantly seeking ways to secure earned media coverage that positions them as thought leaders, raises awareness, drives engagement, and ultimately promotes their products or services.

One of the most effective — yet often underutilised — tactics for achieving this is commissioning surveys and creating new data. When done properly, PR surveys can be the golden ticket to a headline-grabbing campaign. Not only does original research provide a legitimate news hook, but it also adds authority and originality to your brand’s story.

We’ve shared our industry knowledge below on why data-driven PR works so well and how to approach survey-based campaigns strategically so you can turn your brand into tomorrow’s news.

Why data works so well in PR

There’s an old adage in journalism: “Show, don’t tell.” In PR, data allows us to do exactly that. Instead of a brand simply claiming to be experts in a field, they can prove it with numbers.

Here’s why surveys and original data resonate with the media:

1. They provide credibility
   Journalists are naturally sceptical of brand-led claims, but if you can point to independent research that supports your narrative, it gives the story substance and legitimacy.
2. They create headlines
   Statistics naturally lend themselves to punchy headlines: “One in three Brits admit they will BBQ whatever the weather” or “70% of office workers say they’re more productive at home.” Numbers grab attention, and they’re easy for journalists to build an article around.
3. They offer new angles
   Journalists constantly need fresh angles on recurring topics — whether that’s health, lifestyle, work, or consumer behaviour. Original data can help them put a new spin on well-trodden subjects.
4. They’re highly shareable
   On social media, infographics and bite-sized stats are easy to digest and spread. This increases the lifespan of your PR campaign beyond traditional media.
5. They position brands as thought leaders
   By producing data that adds something meaningful to the public conversation, a brand can establish itself as a credible authority in its sector.

Data-driven PR campaigns are consistently among the most shared and cited stories in the media. In short, surveys and data don’t just fill a journalist’s need for content — they also serve a brand’s need for visibility and authority.

What makes a survey newsworthy?

Not all data is created equal. Commissioning a survey doesn’t automatically guarantee media coverage. The secret lies in asking the right questions and packaging the results effectively.

When planning survey-based PR campaigns, remember:

Relevance to the news agenda. The best surveys tap into current debates or seasonal topics. For example, running research about rising heating costs during winter, or polling opinions on barbecuing in summer. It’s also good to work backwards when creating your survey. What headlines do you want to create? Work out those, then work backwards to ask questions which will help get you that data.

Emotional resonance. Data that provokes surprise, amusement, outrage, or empathy is more likely to secure coverage. Journalists are drawn to human-interest angles, so questions about behaviours, worries, or aspirations often land well. Try gaining data on human behaviours, real-life situations and relatable life aspects, such as how many men are worried about hair loss, or are people concerned about moving due to old age?

Clarity and simplicity. The best stats are easy to understand at a glance: “Half of parents admit to hiding snacks from their children” is much stronger than a long-winded breakdown of percentages.

National relevance. Localised data can be useful, but national media outlets typically want insights that apply to their whole readership. Always ensure the sample size and demographic spread are wide enough to make the findings robust. At Peppermint Soda, we always use a poll size of a minimum of 1000, as this is the minimum number which can be seen as a national representative figure. We often poll 2000 as a standard.

Credibility. Work with a reputable research provider and make sure your sample size is statistically significant (usually 1,000+ respondents for national surveys). Weak or misleading data can backfire and harm your reputation.

How to turn your survey findings into news

Once you’ve gathered the data, the next step is transforming it into a compelling news story. Here’s how:

1. Identify the headline stat
   Out of dozens of survey findings, only one or two will truly sing. Lead with the most surprising or relevant statistic and let the rest support your narrative.
2. Build a strong press release
   Journalists don’t have time to sift through raw data. Package the results into a concise, well-written release with a clear headline, key stats, and supporting commentary.
3. Provide expert insight
   Pair the findings with quotes from your brand’s experts. This gives journalists both the hard numbers and the human analysis to round out their story. If your data calls for an additional external expert, seek someone out to collaborate with you to make the data pack the best punch on impact.
4. Tailor for different outlets
   Lifestyle media, business press, and regional outlets may all be interested in different aspects of the research. Slice and dice the data so each outlet gets a relevant angle.
5. Think visually
   Infographics, charts, and social media visuals can make your stats more digestible and appealing for both journalists and audiences.

Beyond surveys: Creating fresh data

Surveys aren’t the only way to generate original insights. Brands can also mine their own datasets for stories. For example:

User behaviour trends. A streaming service analysing what genres people binge-watch during the winter months

E-commerce patterns. An online retailer reveals how early in the year people start Christmas shopping

App usage data. A fitness platform sharing which workout times are most popular across the UK

Owned data like this can be incredibly powerful, because it’s unique to your brand and impossible for competitors to replicate. The key is anonymising and aggregating the data so it’s both ethical and insightful.

The long-term benefits of data-led PR

Investing in surveys and data doesn’t just deliver one-off press coverage. It can also generate long-term value:

Evergreen content: Annual surveys can become fixtures in the media calendar — like “the cost of living index” or “the happiness survey.”

SEO value: Data-driven stories are often linked by multiple outlets, providing valuable backlinks for your website.

Thought leadership: Regularly producing original insights cements your reputation as a trusted authority in your field.

Repurpose assets: The same data can fuel blog posts, social media campaigns, white papers, and sales collateral.

In essence, surveys and data provide the raw material for a wide range of marketing activities — not just PR.

Our final thoughts

Journalists are hungry for fresh, reliable stories and brands that can supply original data in the form of surveys or research, and they are doing them a service. In return, these brands earn valuable column inches, credibility, and share of voice.

When conducted thoughtfully and tied to the brand’s message, survey-led PR campaigns truly are gold dust. They provide the evidence that underpins great storytelling, the hooks that grab headlines, and the insights that fuel thought leadership.

For brands looking to boost media visibility, investing in PR surveys and data-driven campaigns remains one of the smartest and most cost-effective strategies.

Want to talk more about getting the most out of your data? Contact us today – [email protected]