Are media more skeptical of paid research?
Richter: Media are skeptical by nature. You’re always pitching into that environment. Are they more skeptical? No. Some of the novelty of quirky survey questions have worn off. I think that as more PR folks use this tactic, and as products like the Omnibus have become more affordable, you’re pitching into a more saturated environment. Good ideas will always get coverage, but good ideas that are made credible with survey data is a much stronger pitch. [Editor’s note: An Omnibus is where several different companies come together on research, and share the costs.] PRNewser: The media is awash in data and polling. How do you get through the noise? Richter: That’s why transparency is so important. Work with experts who aren’t going to clean up your questions, but will think, ‘How will this question fare when tested by a fact checker?’ You can’t hide questions, you can’t hide demographic breakouts. You can’t hide the data from a reporter. In regards to using a company like Survey Monkey, I s
