Why surveys can be the perfect Trojan Horse for securing media coverage

Earlier this year, we commissioned a study on behalf of our clients, to find out how lockdown changes behaviour. 

It’s not just because we were nosey and interested to see the results (which we were) but it was to generate real impactful coverage for our clients. 

We’ve found huge success for clients through conducting surveys – this post-pandemic campaign alone achieved more than 100m Opportunities To See and generated 60 pieces of coverage, while also forming the basis of ad campaigns for our clients Kelvinside Academy and Glasgow Kelvin College. 

The data we unearth demonstrates the problems our clients are trying to solve, while providing the perfect opportunity for them to provide their insight and expertise. 

We talk internally a lot about our role to find the “Trojan Horse” for our clients; simply going to the media with updates from a client has a short shelf life. To create real, lasting impact, we focus on finding ways to create real news, with our clients very much at the forefront. 

Among the inherently newsworthy findings generated by the survey, we found more than a quarter of us wished we were back in lockdown – the perfect opportunity for Euan Cameron from remote video interviewing platform Willo and  Cairngorm Coffee’s Robi Lambie to add their expert insight. 

Willo’s founder Euan was also able to help readers understand why more than 50 per cent of Scots would rather quit our jobs than work from home

Meanwhile, thought leadership opportunities were created for Kelvinside Academy and Glasgow Kelvin College as the survey showed that attitudes to education changed significantly during the pandemic with  71% of parents are scared of how schools are equipping children to deal with emerging technologies and a third of Scots are now considering a career change.  

Also weighing in were Vault City, the sour beer experts who were able to provide analysis across the media now that  a third (31%) of UK consumers now likely to be ‘more experimental’ when it comes to choosing drinks.  

In our most recent release from the survey, we found 24% of people are more likely to start a business with their other half since covid. The Huffington Post spoke to Story Shop’s founders Scarlett and Gregor, and our clients Andrew and Eilidh from POTR and Andrew and Beth from Coed Mawr Hall to find out why. 

You can read Huffpost lifestyle editor Dayna Mcalpine’s great article here

To find out more about working with Story Shop, email scarlett@wearestoryshop.com

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