How to create fresh research or data within your own business

We've talked about how research and data can act as a great news hook for your pitches to the media. But what can make those pitches even hotter is when that data comes from your own business. Why? Well, not only does this show you off as the badass thought leader you are, it also means every time that data is cited, you'll get a link back to your website.

As I said last week, fresh, reliable data is always in demand and journalists are always on the lookout for new research or stats that can provide context and evidence for the points they make in their articles. 

To help you get started, here are five tips on how to conduct research or data:

Define your objectives

Before you begin any research, you need to define what you hope to achieve from it. Identify the key questions that you want to answer and what insights you hope to gain. This will help you to stay focused and ensure that you collect the data that is most relevant to your pitch.

Choose your poison

 Whether you're using data automatically generated within your business or creating a survey for people to fill in, you need to choose the easiest and most subject-appropriate way to actually collect the data or research you're after.

Use visuals

Data visuals are a powerful way to convey complex information in an engaging and easily digestible way. Use charts, graphs, and other visual aids to highlight the key trends and insights that you've uncovered. Not only will it make your pitch more compelling and memorable, but the journalist might include some of the pictures in their piece.

Focus on the story

Data can be dry and uninteresting if presented in isolation. To make your pitch stand out, use your findings to tell a compelling story. Focus on how your data is relevant to your audience and what insights they can gain from it. This will help to create an emotional connection and make your pitch more engaging.

Practice, practice, practice

Finally, edit your pitch until you can deliver it confidently and convincingly. Use your research and data to back up your claims and make sure you can explain the insights in a way that is easy to understand. This will help to build your credibility and increase your chances of success.