Often unknowingly, recruitment agencies and their individual consultants will be sitting on stacks of data that is of interest to those outside of the industry, and particularly in the media. This information can be packaged up in various formats and utilised in press releases, webinars, physical events and more. But one of the most impactful ways for agencies to leverage the information at their fingertips is to develop data-driven reports to boost media coverage. While to many this might sound like an incredibly intimidating and onerous process, it doesn’t need to be, and there are simple and proven steps to developing these types of content that can grab the headlines and be utilised to secure more clients and candidates. Here’s how...
How to develop an industry-leading research report
There’s a reason that the media is constantly awash with stories about vacancies and job numbers, skills shortages and more, because it’s of interest to national audiences. Hiring data acts as a useful barometer for the state of the economy, and who is better placed to own this information than talent and people specialists?
While press releases, op-eds and other delivery methods all have their own purposes and serve their own goals, the benefits of producing research reports to promote the brand and its understanding of its specific vertical markets are also clear. Journalists appreciate data-driven reports because they are robust and based on authoritative data, rather than theories or speculation. And this collateral isn’t just a one-off output, but a platform that generates long-lasting coverage, starts conversations and opens follow-up opportunities if designed and developed correctly.
The development process for any specialist report starts with launching a survey or other method of securing data. Once collated, it should be analysed for trends or clear patterns, but with a narrative hook in mind. As the adage states, there are ‘lies, damned lies and statistics’ and ultimately most information can be leveraged in various ways to tell a specific story. Equally, even the most rigorous data benefits from supporting content that explains why the findings matter now, and which is tied to issues that are of wider public interest, such as current policy debates, economic cycles or sectoral shifts, so that journalists can utilise the information in their current output. The report can then be developed, incorporating a mixture of written and visual content, and drafted with a clear narrative arc. Substance definitely matters over style, but all information should be presented in a compelling, but easy-to-analyse way.
Using the report to boost media coverage
Once the content production has been completed, the hard work starts. Naturally, a major part of the challenge is securing relevant opportunities in the media. In fact, the effort and focus put into packaging and pitching findings are often as important as the data-gathering and report development stages. PR is relationship-based, but all journalists seek content that is transparent, factual, easy to use, and timely, whilst being aligned with their subjects of focus. Ultimately, organisations could produce the best and most insightful and impactful report going, but if they don’t find the right platform or journalist to promote it, then it will have limited impact.
Launching the report
Outreach should begin with building these journalist relationships, but if they are already in place, marketing teams should then develop a launch release or press brief that summarises the findings, supported by a concise, sharp and engaging headline, which will be picked up much more readily than the same numbers buried in a long report.
This content should be issued under embargo to relevant journalist contacts, but without spamming anyone and everyone, and supported with print and digital-friendly assets. Supplying journalists with ready-to-use material reduces their workload and subsequently increases the likelihood of accurate and timely coverage. Producing other supporting assets, such as a one-page summary, a press pack with infographics, or a spreadsheet with a clear methodology section, for example, will increase the chances of the story being covered. If regional audiences are a target, then specific sections highlighting the relevant data must be included, as local and trade journalists will use that information to make the story feel immediate and topical to their audiences.
Tone and timing
The way the report findings are presented to media targets, and the tone – and timing – of the initial outreach, is key. It should be remembered that journalists receive hundreds of emails every day, so either having the aforementioned relationship in place or finding a way to cut through the noise is pivotal to success.
Journalist outreach should also be supported by offering spokespeople who are suitable for engaging with the media. This can either take the form of pre-written quotes or phone or video interviews, but the human factor is always valued, particularly someone who can offer a more personal, rather than corporate, perspective, if pertinent to the subject in focus.
One of the key ways a research report can add value is its longevity. A single headline on launch day is valuable, but the real benefits come from sustained coverage over a long-term period. Subsequently, agencies are advised to develop a sequencing strategy that incorporates follow-up op-eds, interviews and sector-specific webinars that keep returning journalists to the issue with fresh angles, and which will therefore enable them to secure repeated media coverage.
Monitor, measure and adapt
Naturally, all media output should be evaluated and measured. Coverage is valuable, but rather than chasing the major, national targets, a more effective model can be to target leading sector press outlets that are read by decision-makers and whose content is valued by them when making decisions. After all, it’s far more effective to engage 100 target buyers than 1000 who aren’t relevant.
The most important elements to capture are how the content has changed perceptions, driven new client or candidate leads, prompted speaking invitations, or led to new relationships being formed. Agencies should not only track the volume and quality of the coverage, but also subsequent growth in other areas, such as increases in applications and their initial sources, invitations to expert panels, and other, more qualitative factors. This mix of metrics will help agency marketing leads to refine the research topics that most reliably generate both media coverage and practical outcomes for their organisation in the future.
A research report, when developed with the media in mind and supported by clear supporting content and a long-term communications plan, will shape the conversation. There is a reason that the most effective agencies treat data-driven reports as platforms to secure sustained media coverage to boost awareness, change perceptions, and drive business development activities, rather than just an asset that sits on their website.
If your agency is looking develop its next research report, get in touch with our specialist team today
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