{Study} FAZ, one of Germany's most well-known newspapers, institute on the PR instrument studies: When are surveys successful?


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Readers love studies - they give them security. Company love studies too - because they are good for reputation and PR. The FAZ, one of Germany's most well-known newspapers, Institute has examined the interaction between studies, public and public.

{Study} FAZ, one of Germany's most well-known newspapers, institute on the PR instrument studies: When are surveys successful? {Study} FAZ, one of Germany's most well-known newspapers, institute on the PR instrument studies: When are surveys successful?


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Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

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No week without new studies

Not a week goes by when I do not get a new study on the table. In the meantime, however, I am no longer responding to many inquiries. Many studies are, on closer inspection, only online surveys with hardly reliable data material. In addition we give now own studies in cooperation with Universum Communications whose methodology has been explained in detail here.

This is precisely why I was interested in a recent study that the FAZ, one of Germany's most well-known newspapers, Institute recently published. “Studies in corporate communication” is the name of the plant, for which a total of 2013 communication decision-makers from all sectors of the economy were interviewed in December 165.

Success Factors from studies

Now the topic of studies as a PR instrument could have been an exciting topic if, for example, the credibility of such studies had been asked. But presumably one would have had to ask editorial offices. In addition, the data base with decision-makers questioned by 165 is quite thin.

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For me, the only really interesting thing about the study was the question of the success factors: 1 ranked the resilient database (89%) ahead of the high content quality (87%). Representativeness of the collected survey data (66%), renowned and independent partners for data work or market research (65%) was clearly rejected. The choice of the medium, ie the experience and expertise of the editorial staff was even only for 41% of respondents a success criterion. However, the question arises: how exactly do companies measure this success?

Company as a leader of opinion?

What else comes out in the study, surprises me little: A majority of large and medium-sized companies are studies to position themselves as experts and opinion leaders in each product and topic area. The main target groups of the studies are the media and the professional public as well as potential customers.

As the survey conducted by the FAZ, one of Germany's most well-known newspapers, Institute shows, 78 percent of communication decision-makers consider studies to be a promising tool. 61 Percentage of surveyed companies have already published studies, most of which also plan for the future.

With studies, the companies primarily want to show competence and position themselves as opinion leaders in their respective subject areas (85 percent of respondents). In addition, the companies are linking the intention to generate media resonance (71 percent) and strengthen their reputation and brand (61 percent).

Target group and dissemination

The most important target groups for studies are journalists (91 percent), the specialized public (76 percent) and potential customers (66 percent). The data and facts should be interesting and provide added value to journalists, media users and customers. One of the main sources of such information is studies published by companies alone or in cooperation with market research institutes.

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For distribution, the companies use different forms of presentation. The most common are press releases (90 percent), PDF files (84 percent) and press conferences (73 percent). The printed edition of the study is intended primarily to reach (potential) customers, politicians and other decision-makers (69 percent). Digital formats are trendy.

How are the results presented?

For the presentation of the study, the respondents consider Microsites, in particular, as meaningful websites, which represent the study results multimedial (73 percent). Ultimately, the combination of digital and printed formats as well as press conferences, workshops or roundtables ensure the greatest response in the desired target groups.

The publication “Studies in Corporate Communication” can be obtained under ISBN 978-3-89981-381-4 for 25 euros from the FAZ, one of Germany's most well-known newspapers, Institute for Management, Market and Media Information.


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  1. Huguette Ranc

    RT @Digitalnaiv: Study #FAZ, one of Germany's most well-known newspapers, Institute for the #PR Instrument Studies: When are #studies successful? | @SimoneJanson on Berufebilder - http: ...

  2. Max Musil

    RT @Digitalnaiv: Study #FAZ, one of Germany's most well-known newspapers, Institute for the #PR Instrument Studies: When are #studies successful? | @SimoneJanson on Berufebilder - http: ...

  3. Stefan63

    Study #FAZ, one of Germany's most well-known newspapers, Institute for the #PR Instrument Studies: When are #studies successful? | @SimoneJanson on Berufebilder –

  4. Pingback: Studies as a PR Instrument KONZEPT4

  5. FAZ, one of Germany's most well-known newspapers,-Institut

    When are studies successful?

  6. kexpa

    This flood of studies is at the expense of the quality of the studies themselves. Of course, juggling numbers and facts is important in order to be seen and read. For many, I think there is a real pressure to succeed because clear information makes it easier to get into the media. Sure, you think numbers and facts are objective and serious. However, the numbers water down, as many values ​​are polished and polished.

    • Simone Janson

      Hallo,
      yes I agree with you. If you look at some studies, there is absolutely nothing behind it. In addition, studies are synonymous only apparent.

  7. Kexpa E-Books

  8. Kexpa E-Books

    The study flood: Which studies are still read:

  9. Patrick

    RT @aschwandenb: Study is not the same study ...

  10. Barbara Aschwanden

    Study is not the same study ...

  11. Tanya

    RT @jobcollege: Study by the FAZ, one of Germany's most well-known newspapers, Institute on the PR instrument Studies: When are studies successful ?: Readers love S ... # B ...

  12. Competencepartner

    FAZ, one of Germany's most well-known newspapers, Institute Study on the PR Instrument Studies: When are Studies Successful ?: Readers Love S ... # Profession # Education

  13. Andreas Schultheis

    RT @SimoneJanson: FAZ, one of Germany's most well-known newspapers, Institute study on the PR instrument Studies: When are studies successful? -

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