PR polls: Robust or rubbish?
Is it true that 33 per cent of Aussie drivers have a sexy name for their car? What about 47 per cent of women more interested in househunting than man hunting? Both statistics come from polls pushed out by public relations firms but are they accurate? In a feature that first appeared in Encore, Nic Christensen investigates the precision of the PR poll.
This Valentine’s Day, love might have been all around but it was so-called “earned media” that was in the air. At least that’s according to an Encore poll of Valentine’s Day-themed public relations surveys from February 14.
The strategy of using polls to generate editorial coverage is an old PR tactic but one which appears to be growing. At the heart of the issue is the quality of the data being used.
A sample of PR surveys sent to radio, newspaper and online journalists on February 14 alone shows how the strategy works. On the most romantic day of the year it wasn’t just our partners receiving dedications of love. Research by the World Society for the Protection of Animals suggested that 30 per cent of pet owners gave their furry friends a Valentine’s Day gift. The most spoiled pets? Birds, followed by dogs and cats.
I agree with Grants comments and also suggest referencing the source and methodology will go a long way in creating the credibility any survey requires for the data to be presented with any credibility.
I’ll throw in (i) the timing (ii) the method of interviewing (iii) the response rate. Just some top-line indicators of rigour and understanding. Or, utilise a professional.