The Secret Science Behind the Snapshot
Wakefield Brings Science to the Art of PR
Our Editorial Panel combines former journalists with public opinion experts who specialize in driving media coverage through newsworthy research. We not only understand how to turn surveys into stories, but how to tailor research to specific media targets.
An example is USA Today’s “Snapshots.” Through a scientific analysis involving thousands of Snapshots, we’ve found the formula for the optimal question phrasing, question lengths, number of responses, and subject matter likely to get the attention of USA Today’s editors.
Which audiences are most likely to get covered? Moms? Business owners? CEOs?
What is the ideal sample size for each audience? You may be conducting more interviews than you need, or not conducting enough.
What gets covered more – silly or serious data?
Do phone surveys get covered more than online surveys?
Which types of answers are best? Yes/no responses? Lists?
How long does data remain newsworthy after it’s conducted Days? Months? Years? The answer will change how you plan your tactics.
What’s the best question phrasing? Are there words that will increase your chances of getting coverage?
Which type of graph (bar, line, pie, etc.) is most likely to be picked up by Snapshot editors?
Is there a limit to the number of answer choices you should include?
Do editors prefer timely data or stats that are evergreen?
For the full results of the study, “The Secret Science Behind the Snapshot,” contact Wakefield to request a presentation.