Survey Press Releases
97% of press releases fail to generate any earned media coverage whatsoever. They disappear into the digital void, creating zero impact for the businesses that spent time and money creating them.
But there’s one type of press release that breaks this dismal pattern. In our work with tens of thousands of clients, survey press releases have consistently generated media coverage for every client.
The media have picked up every single survey press release we’ve sent out.
The worst performance? Four articles for a biometrics company. The typical result? Six to twelve articles every single time.
Industry surveys represent the holy grail of press release success because they provide journalists with precisely what they’re desperately seeking: fresh, exclusive data that they can’t obtain anywhere else.
Why Survey Press Releases Work When Others Fail
Journalists act as gatekeepers for their audiences. They’re constantly asking themselves one critical question: “Will this information educate, entertain, or delight my readers?”
Most press releases fail this test miserably. They’re written from a selfish perspective: “We have something important to us, so we want lots of pickup.” This approach ignores what journalists actually need to craft compelling stories.
Survey press releases completely flip this dynamic. Instead of asking journalists to care about your announcement, you’re providing them with valuable data that makes their job easier. You become the expert source, the go-to authority in your industry.
When you conduct and publish survey results, you’re not just sending a press release; you’re also providing valuable insights. You’re positioning yourself as the person who understands industry trends, challenges, and insights better than anyone else.
The Client Success Story: From Link Farm to Industry Authority
One client discovered this strategy accidentally and transformed their entire business model around it. They started as what most people would consider a “link farm” website. You know the type – “Top 20 CRMs for Accountants” and “Best Graphics Software for Web Designers.”
Instead of continuing down that path, they pivoted to conducting industry surveys for every single vertical they covered. They committed to producing 30 to 40 surveys annually, which meant 30 to 40 survey press releases each year.
The results were staggering. Every single survey they released generated approximately 20 articles. That’s 600-800 pieces of media coverage annually, all positioning them as the definitive industry expert across multiple sectors.
The compound effect was even more powerful. After building this consistent track record, journalists started reaching out to them for quotes and commentary. They had elevated themselves from an unknown website to a recognized industry authority simply by becoming the reliable source of fresh data.
This wasn’t luck. This was a systematic approach to media attention that any business can replicate.
The Survey Press Release Method That Works
Creating effective survey press releases requires a structured approach. Here’s the exact methodology that consistently delivers results:
Setting Up Your Survey
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Use SurveyMonkey with 4 questions per page
This approach recognizes that some respondents will drop off before completing the entire survey. By structuring it this way, you still capture valuable data from partial responses.
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Plan for 12-16 total questions across 3-4 pages
Put your most important questions on the first two pages. If someone abandons the survey halfway through, you’ll still have their responses to your critical questions.
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Survey Question Strategy
Focus on timely, relevant industry issues
If businesses are struggling with remote work policies, ask about that. If there’s a supply chain crisis affecting your sector, explore that angle. -
Include variety, but add “wacky” questions at the end
Don’t be afraid to add one or two unexpected questions toward the end. Sometimes these off-the-wall questions generate the most interesting results and become the focal point of your press release.
Getting Quality Responses
Get participants by partnering with small, independent trade associations
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- These associations have incredibly loyal memberships. When the association asks members to complete a survey, response rates skyrocket compared to cold outreach. Partnering with an independent trade association also improves the credibility of your data, increasing the probability it will get media coverage and audience attention.
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Leverage the loyalty factor for better data
These associations want to provide value to their members, so they’re usually eager to collaborate on research that benefits the entire industry. The loyalty factor means you’ll receive higher-quality, more thoughtful responses.
Aim for a minimum of 100 responses
- If you fall short of getting 100 responses, circle back to your trade association partner and ask for additional promotion through social media or follow-up emails. They typically want to see the project succeed and will help you reach your target.
Crafting Survey Questions That Generate Stories
The key to successful industry surveys lies in asking questions that reveal surprising insights or confirm suspected trends with hard data.
Focus on the active challenges your industry is currently facing. If everyone’s talking about AI adoption, labor shortages, or changing customer expectations, dig into those topics with specific, measurable questions.
One biometrics client asked questions that seemed narrow and specialized. Even in that highly technical niche, they still generated four articles—the minimum any survey press release we’ve sent out has ever produced. The reason? They asked about real problems that biometrics professionals were actively discussing.
Survey press releases are effective because they address the “so what?” question that often kills other press releases. The data itself provides the “so what” – it reveals trends, surprises, or confirms suspicions that industry professionals want to understand.
Writing Survey Results That Journalists Love
Once you have your survey data, focus on the biggest “aha moment” in your results. What finding surprised you most? What trend stands out as particularly significant or concerning?
Lead your press release with that shocking or surprising result. You might have room for one secondary finding, but resist the temptation to cram every interesting data point into a single release.
Include your expert analysis explaining why you think the results turned out this way. As the survey author, you’re positioned as the authority who can interpret what this data means for the industry.
Craft a compelling quote that offers insight beyond simply restating the numbers. Journalists gravitate toward strong, succinct quotes that would require multiple sentences to replace if removed.
Remember, you’re not just reporting data – you’re telling the story behind the numbers. Why did these results occur? What do they mean for businesses in your industry? What should people do with this information?
Maximizing Your Survey Media Impact
- Treat articles like gold – download and screenshot everything
When your survey press releases generate 8-14 articles, save every single one. News organizations frequently update their content management systems, and old articles can be deleted permanently. - Integrate these articles into your website
Put these articles prominently on your website. Share the links across social media. Include them in your newsletter. Take the logos from these publications and create an “As Seen In” section. - Build your “brag book” for client interactions
One carpet company in New Jersey created a collection of 30 clippings from trade publications and local media. During in-home consultations, they’d flip through these articles while giving quotes, explaining they might not be the cheapest option, but they’re nationally recognized experts. - Leverage credibility indicators for conversion
These become powerful tools that influence both prospects and existing customers. When potential clients see that you’ve been featured in multiple industry publications, it positions you as the expert choice rather than just another vendor.This simple addition increased their conversion rate by 17% on all in-home consultations. The authority demonstrated through media coverage practically eliminated price objections.
Real Results: Converting Authority Into Business
Survey press releases don’t just generate articles – they transform how prospects perceive your expertise. Leads who see coverage of your survey research convert at significantly higher rates than those who haven’t been exposed to your earned media.
Typical conversion rates improve from 8% to 14-17% when prospects encounter articles about your surveys before making buying decisions. They’re not just choosing between vendors anymore – they’re choosing between the recognized industry expert and everyone else.
Existing customers who see your survey coverage develop stronger loyalty and lower churn rates. When they read articles positioning you as the industry authority, they’re less likely to shop around or consider other vendors.
The authority building extends beyond immediate business results. You become the go-to source for journalists seeking expert commentary on industry trends. This creates a virtuous cycle where earned media leads to more earned media opportunities.
Frequently Asked Questions (FAQs) About Survey Press Releases
The most successful clients conduct surveys quarterly or biannually, focusing on different aspects of their industry each time. Consistency builds recognition as the reliable data source.
Circle back to your trade association partners for additional promotion. Most associations want to see research projects succeed and will help push for more responses through social media or follow-up communications.
Every industry benefits from fresh data, but B2B sectors with active trade associations tend to generate the most media coverage. Even highly specialized niches, like biometrics, still produce multiple articles.
Most surveys generate articles within 2-4 weeks of distribution. The authority-building effects on conversion rates typically become apparent within 30-60 days of publication.
Absolutely. Size doesn’t matter when you’re providing exclusive industry data. Small businesses often have advantages in conducting more targeted, niche surveys that larger companies overlook.
Start Building Your Industry Authority Today
Survey press releases represent the most reliable path to consistent media coverage available to businesses today. Unlike other press release strategies that depend on luck or timing, surveys virtually guarantee results because they provide journalists with exactly what they need: exclusive, newsworthy data.
The compound effects extend far beyond individual articles. You’re building long-term authority that influences every aspect of your business, from lead conversion to customer retention to media relationships.
Ready to become the recognized expert in your industry? eReleases press release distribution services can help you reach the journalists who cover your sector with your survey results. The infrastructure exists – you just need to provide the exclusive data that makes journalists want to write about you.
Your first industry survey could be the catalyst that transforms how your market perceives your expertise. The question isn’t whether survey press releases will work for your business. The question is: what valuable insights about your industry are you waiting to uncover?