A substantive report developed based on the client’s own analyses is undoubtedly one of the most valuable materials to present to the media as part of PR activities. Proper communication enables not only expert positioning of the client but also the publication of results in major titles. If the data is additionally sufficiently unique and valuable, the media use it repeatedly, which gives the material several lives. How can you fully leverage the promotional potential of a report? How do the biggest brands do it?
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A clear, interesting, and accessible presentation of data encourages engagement with the content of the proprietary report.
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The report’s topic should fit into important and current areas in the media or industry.
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Media appearances and commentary combined with widespread report distribution increase promotional potential.
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After proper placement of the material in the media, the report operates independently and, thanks to repeated citations of data by journalists and other companies, gains more than one life.
For a company, promoting an industry report means broader positioning as an expert in a chosen field, the opportunity to increase recognition, and build valuable relationships with major nationwide media outlets. Unique research often contributes valuable insights into understanding a given area, updates existing knowledge, and provides substantive content for journalists. Good One PR agency routinely conducts promotion of industry reports across various fields. Publishing studies and reports has been used, among others, in communications for Kearney, which enabled building lasting relationships with titles like “MIT Sloan Management Review Polska”, “Rzeczpospolita”, “Dziennik Gazeta Prawna”, and Biznes24 television, as well as hundreds of publications stemming from even a single release. Meanwhile, the agency’s efforts related to Kearney’s report “Global Services Location Index”, presenting countries’ attractiveness in terms of attracting investments in modern business services, resulted in over 130 publications, nearly 8 million reach, and almost 2 million advertising value equivalent (AVE) within two months of communication.
1st life of a proprietary report – data presentation
The proper selection and presentation of data are crucial in promoting an industry report. It is important to identify topics currently significant for the media or industry, where new perspectives and data can be contributed. A PR agency can assist with this, leveraging its experience to identify the themes with the greatest publication potential in the media. However, besides a well-chosen topic, the presentation of data is equally important. A raw report, even with groundbreaking results, may fail to capture the attention of readers or journalists. On the other hand, a press release that is well edited highlights key results and themes. This allows the company to stand out with its activities, opinions, and data.
2nd life of a proprietary report – seizing the opportunity
It also happens that a report has the potential for several communications. This occurs when it touches on many significant topics. It can also, at a given moment, fit into current industry discussions, which gives an additional advantage in communication. This is exactly the opportunity that the Good One PR agency noticed in the Kearney report “Europe’s urgent need to invest in a leading-edge semiconductor ecosystem” about the European semiconductor market. The agency split the communication into two parts. In the first, it informed about the client’s own report and the difficulties related to semiconductor production in the European Union. The second part was connected with the then-important industry topic of the EU regulations European Chips Act. This significantly improved the promotion of the industry report, generating over 90 publications and about one million reach from two press releases during their distribution period. Mentions of the report appeared in the largest Polish opinion-forming media such as: “Dziennik Gazeta Prawna,” “Rzeczpospolita,” “Parkiet,” forsal.pl, polskieradio24.pl, and tvn24.pl, as well as industry media like: crn.pl, isbtech.pl, and “Production Manager.”
3rd life of the own report – expert presentations and comments
Promotional activities for the industry report can also be continued through arranging expert statements. Editorial offices and media suitably interested in the data may themselves request additional statements or exclusive comments. The PR agency, based on established relationships, can also propose statements to journalists on a given topic. The own report can also be repeatedly cited in the context of current events and changes on the subject, leading to further arrangements of expert presentations over a long period. Good One PR, in the context of the Kearney semiconductor report, arranged publication, among others, on Biznes24 TV and “Puls Biznesu,” using the topic at the time of the announcement of Intel’s semiconductor factory construction near Wroclaw.
4th life of the own report – media returning to the data
A well-promoted proprietary report can continue to function in the media long after its publication. Journalists have easier access to the data, which means they readily use it when creating new materials, referring back to the company’s research sometimes even months or years later. As a result, the report begins to operate independently within the media circulation. Other brands also use it, incorporating the data into their own press releases. An example is referencing Kearney’s proprietary report “European Retail Banking Radar” in W.Kruk’s communication when the brand decided to introduce deferred payments Mokka. At that time, Kearney’s data showed that 62% of Poles had used deferred payment at least once. The W.Kruk brand used this information to support the announcement of the introduced changes. Meanwhile, Kearney’s semiconductor report was utilized almost a year after the initial publication. The print edition of “Strefa Biznesu” in an article about semiconductor manufacturing potential in Pomerania used data indicating that the rebuilding of the semiconductor ecosystem in Europe could result in a GDP increase of 77-85 billion euros.
Summary
Effective promotion of an industry report can translate into strong brand interest. The material can also have the potential to sustain attention over a longer period. For the company, this primarily means increased recognition in a specific topic area and emphasis on the in-depth knowledge the organization possesses. If you are planning to promote an industry report, are thinking about building an expert brand image, or would like to carry out more activities related to proprietary reports, contact us!
