Best practice 'churnalism'

In the wake of the ‘churnalism’ row, spawned from Nick Davies’ Flat Earth News, PR Week has advised PR specialists on the best market research methods for producing a “genuine news hook that can be associated with a brand”.

Jan Walsh, former consumer editor on the Daily Mirror and now MD of market research company Consumer Analysis told PR Week that journalists wont use research-based stories if the research is taken from a low-cost small sample of between 100 and 250 people. She said: “These days journalists don’t see that as a robust enough sample, and PR people have stopped using them to avoid wasting valuable media contacts’ time with non-credible stories.”

PR Week explained four techniques “that help grab headlines” – Tickbox ‘combo’ survey, Consumer Analysis Hybrid Survey, YouGov’s Brand Index and Kadence insight generation.

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