Undertaking research to support PR activity
Commissioning and promoting research to provide unique PR angles has become popular, but we are particularly skilled in teasing powerful stories from the most detailed surveys, and specifying research that gives PR messages rigor, relevance and authority.
For the Energy Saving Trust, we commissioned research into the driving habits of company car drivers and then developed stories that illustrated a ‘green gap’ between the intention and actions of drivers. These stories highlighted differences between the genders, age groups and business sectors, and so provided unique angles to appeal to vertical and specialist media.
We worked with a psychologist to provide an interpretation of the research findings and secured widespread print and broadcast coverage for the story, driving traffic to a dedicated microsite where viewers could test their green credentials and download eco-driving tips.