It’s one thing to say your company has a life-changing solution that helps cure a pernicious health problem. It’s another thing to show with data how the use of your technology or solution results in the remediation of the problem.
Do you believe in what you’re doing? Do you have dramatic stories of customer success when using your products?
If you do, then turn these anecdotes into powerful data using research methods. Data illustrative of the results experienced by your clients and patients will increase the credibility of your claims to have a life-altering solution or a cure for the common cold.
Why is data helpful?
Journalists cannot simply take your word for something. If you’re wrong, the outlet’s credibility is called into question.
If you called the New York Times health reporter with a claim of having the cure for the common cold, and all you have are your own words, would they believe you? Not likely. However, if you have well-researched, credible findings from a documented process that quantifies results, then you might be interesting. Of course in the case of medical miracles, you will need third party review to improve credibility and confirm sound research methods.
We were recently invited to assist a potential new client with media relations to gain earned media placement for their firm. We recommended an in-depth study and analysis of the statistical results to document positive outcomes from using the client’s services. Gaining this data would allow for the development of a factually based story focused on how the client’s services led to a cessation of symptoms, curing a specific, long-term health problem. This story would have been compelling and distinctive and of help to millions.
Show, don’t tell. Use facts. Use data, graphs, charts
Journalists need charts, graphs, and data. You must go further – giving journalists a full array of materials to complete their story. You can provide snippets of interviews in video format as well as an executive summary and detailed report of the methodology of the study and the analysis of the findings.
Over the last years, media outlets have fractured and morphed. New channels and leaders have emerged. Consumers have found new places to turn their attention to journalists who are now going direct to audiences through outlets such as Substack newsletters.
We have written in the past of how you can develop a fully fleshed out story that gives journalists all the materials necessary to write a complete story. These maxims still apply today more than ever.
CEOs are not always aware of the amount of work which leads to a successful media placement. It is not uncommon for us to hear from a potential client about unsupported claims of being “the best”. Anyone can say they are the best. But can they prove it? That’s the key to creating news. To making news. Or as your grandmother may have said, the proof is in the pudding.
Getting the data
Ask your clients to take a survey to gain insights that can be analyzed and presented in a manner to quantify the results they have had from your products. Create the survey in conjunction with someone experienced in marketing research and use valid statistical methods to compose and then analyze the survey items.
You can also use focus groups, many of which are conducted online. Again, use valid research and interview techniques to elicit findings which will be credible.
And finally, call on professionals like the team at Charleston PR & Design to help you gather the insights and present them with supportive materials.
