How to Use Omnibus Surveys For PR

Omnibus surveys often serve as a cost-effective "Pulse Poll" option for companies looking to gather a quick, representative read on issues, events, or brands. However, many PR professionals use them for public relations outreach. Below are answers to frequently asked questions about using omnibus polls for public relations outreach.

What is an omnibus survey?

Omnibus surveys are shared-cost surveys, which makes them a cost-effective way to conduct research. They are usually priced on a per-question basis, and must be nationally representative to be considered credible by the media.

What does it mean for a survey to be "nationally representative" and why is it important?

Simply put, a nationally representative US survey is one that accurately illustrates what Americans think, as a whole. In order to assert fairly that "a major of Americans agree that X is true." your survey results must be scientific and representative of US public opinion. Quotas must be set for vital demographics such as age, gender, region, ethnicity, income and others to ensure that our survey population scientifically mirrors the demographic make-up of the country. This is absolutely crucial for having credible, scientific, and newsworthy results that the media will accept. Unfortunately, this is a step that many research firms skip in order to cut costs. Studies intended for release to the media should NEVER skip this vital step

Which is better - online or telephone omnibus surveys?

Each are good options, however for many projects, it makes sense to maximize your budget dollars by fielding your questions online. Every media organization covers online polls so long as they are nationally representative. Unless the survey audience or the subject matter lends itself to one methodology over another (for example, it often doesn't make sense to interview college students by telephone or seniors online) then you should consider the most cost effective methodology.

Can I use an omnibus survey to study specific audiences, such as moms or small business owners?

Yes. Since omnibus surveys interview the general population, it is often an effective way to interview certain targeted audiences, assuming they make up a large segment of the overall population.

How many interviews do I need to conduct to have a survey that the media will find credible?

General population omnibus studies must typically be conducted among 1,000 nationally representative Americans over the age of 18. This is the sample size regularly used by The New York Times, The Wall Street Journal, CNN and every other top-tier media organization. For more targeted audiences, you can often field fewer than 1,000 respondents since you are representing the opinions of a smaller universe. For example, the media will typically accept research findings about the opinions of US women that are based on a survey sample of 500.

How can I make sure the media will find my survey credible?

Credible, media worthy PR polling stems from how a survey is conducted - specifically the technical aspects of the poll. However, many public relations executives incorrectly assume that a large sample size is all that's required to produce credible poll results. While sample size is an important factor, quality polling for PR is based on many other factors too. Top-tier editors and producers need to know that the survey questions are written in a way that does not lead respondents to one answer over another. They need to know that demographic quotas were established and that a decision-grade survey sample was used. They also need to know that the recruitment and interviewing methodology was appropriate given the survey audience.

How can I make sure the media will find my survey compelling?

It is not enough simply to have quirky or creative survey questions. While these types of tactics can make for great newshooks, they must be combined with more substantial data-points in order to garner the message-rich media impressions that brands expect. The proper combination of these different question types is often what makes difference between a quick brand mention and a feature story.

Just like a newsworthy pitch, the most compelling surveys are those that organically connect your brand to the news. In some cases, this means bridging through current events, or to calendar events. In other situations, it involves identifying lifestyle trends and leveraging those angles.

Nathan Richter

Nathan is one of the country's premier PR pollsters. As managing director at Wakefield Research, he specializes in helping marketing professionals use research to drive media coverage for their brands. As an experienced brand steward, he has developed successful consumer product and consumer lifestyle campaigns for companies as diverse as Procter & Gamble, Bank of America, and E & J Gallo Winery. Richter has been interviewed on Fox News, NPR, CBS Radio and many other media outlets, and his stories have appeared in the country's largest media including ABC's Good Morning America, The New York Times, USA Today, and The Wall Street Journal. For more information, go to http://www.wakefieldresearch.com.