How to Leverage Original Research to Boost Your PR Results
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About this episode
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews Becky Lawlor of RedPoint Insights about using original research to support B2B PR and thought leadership.
Lawler defines original research (surveys, internal proprietary data, or unique analysis) versus third-party stats and explains how it builds authority by “owning the narrative.” She emphasizes upfront strategy, competitor analysis, and alignment with goals; choosing credible respondents via vetted B2B panel vendors rather than consumer tools; and planning sample size (often 100 minimum in B2B, ~500 robust, larger for segmentation).
The discussion covers budgeting ranges from boutique pilots around $10K to large consultancies costing $100K+; incentives and fraud risks; careful survey design to drive headlines, avoid excessive open-ended questions, and ensure clarity; deeper data analysis for benchmarks and contrasts; and PR execution via tailored pitching beyond press releases.
They also outline broader uses including lead gen, paid/organic social, sales enablement, speaking slots, SEO/backlinks, and LLM search, and note buyers may find brand-owned research as credible as third-party studies.
00:00 Welcome and Introductions
01:02 Becky Background and Focus
01:53 What Counts as Original Research
04:00 Why Research Builds Authority
05:26 Research Strategy and Angles
07:47 Finding the Right Respondents
10:06 Sample Size and Segmentation
13:38 Credibility and Media Scrutiny
16:02 Budget and Panel Costs
19:51 Incentives and Fraud Risks
21:26 Survey Design for Headlines
26:52 Avoiding Open Ended Pitfalls
27:26 Survey Fatigue Traps
27:47 Open Ended Limits
28:48 Deeper Data Analysis
30:46 Pitching the Right Stats
33:53 Bring PR In Early
37:14 Repurposing Research Everywhere
42:08 Measuring PR Impact
46:00 Budget-Friendly Pilot Surveys
49:02 Finding Industry Gaps
51:15 Own Your Research Credibility
54:02 Wrap Up and Resources
Show notes:
Redpoint Insights: https://redpointinsights.com/
Becky Lawlor on LinkedIn: https://www.linkedin.com/in/beckylawlor/
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book a no-obligation call to talk about your needs here.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
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