Free research-led PR guide
Generate better press coverage with original research
Download City Road Communications' practical guide to using quantitative research, survey data and data-led storytelling to create stories journalists want to cover.
- Create newsworthy stories backed by data
- Stand out in a crowded media landscape
- Drive credible coverage and brand visibility
Where our clients have featured
What you get
You’ll learn how to turn original research into credible media coverage
- How to generate national, trade and online media coverage from one survey
- How to create research journalists actually want to write about
- Common mistakes that stop research campaigns succeeding
- How to use research-led PR to support AI discoverability
250+pieces of national, trade and specialist media coverage generated for clients through research-led PR.
Bonus
Free AI Discoverability Audit
Everyone who downloads the guide can request a complimentary review of how visible their business is across ChatGPT, Gemini, Claude and other AI answer engines.
Book your free auditWhy it works
Why original research drives better coverage
Traditional press tactics are not enough anymore. Reporters are inundated with pitches, and stories backed by original data are more likely to break through.
Research angle
Find the topic, tension or audience behaviour that gives your campaign a credible news hook.
Survey design
Design survey questions that produce clear, meaningful and media-ready data points.
Media narrative
Turn your findings into sharp storylines, headlines and journalist-friendly pitches.
| Traditional PR | Research-led PR |
|---|---|
| Company opinion | Independent data |
| Easy for journalists to ignore | Creates something new to report |
| Often limited to one announcement | Can support multiple angles and campaigns |
| Short lifespan | Evergreen content asset |
| Limited authority signals | Supports search, credibility and AI discoverability |
What’s inside the guide
A practical framework, from first idea to published coverage
Finding your research angle
Discover how to identify topics with real media potential.
Designing your survey
How to ask questions that produce stronger headlines.
Analysing your results
Spot the data points journalists are most likely to use.
Telling your story to the media
Shape your findings into a compelling press narrative.
Example campaign in action
See how one research idea can become a repeatable media campaign.
Who this guide is for
Built for teams that need better stories, stronger authority and more credible visibility
- Marketing directors
- Communications managers
- PR managers
- Founders and CEOs
- Financial services firms
- Professional services firms
- Technology companies
- Property businesses
See quantitative research in action
Research-led campaigns we have run for clients
CRC has significantly improved our AI discoverability, increasing how often Inntelo AI appears on platforms like ChatGPT and Copilot. This has directly led to new business, with customers finding us through AI.
Asif AlidinaCo-Founder and CEO, Inntelo AIIt’s a joy to work with Hector and the CRC team, they bring expertise, creativity and positivity to every project, offload much of the complexity by planning ahead across multiple campaigns, and really understand what we need.
Freddi RoseCommunications & Marketing Director, LAVA Advisory PartnersResearch remains one of the most effective ways to generate trusted media coverage, build authority and improve how visible a business becomes in both search and AI-generated answers.
Marco CallegariFounder, City Road CommunicationsFree assessment
Request your AI Discoverability Audit
Find out how visible your business is across ChatGPT, Gemini, Claude and other AI answer engines. The assessment covers:
- Whether AI tools currently mention your company
- Whether your business is cited by authoritative media
- Whether you publish original research or proprietary data
- Whether recognised experts publish thought leadership for your brand
Find out more about our AI visibility and quantitative research services.
About this guide
What is quantitative research PR?
This page is about a free City Road Communications guide explaining how to use quantitative research to generate press coverage. Quantitative research PR involves using surveys, polling and data analysis to create original findings that can be shaped into news stories, thought leadership campaigns and media outreach.
The guide is intended for marketing directors, communications directors, PR managers, business leaders, founders and agencies that want to make their media campaigns more credible and newsworthy. It explains how to identify a research angle, design useful survey questions, analyse results, find the strongest statistics and turn those findings into stories journalists are more likely to cover.
Original research is valuable for PR because it gives journalists fresh evidence. Instead of relying only on opinion, a brand can use data to support a clear claim about a market, audience, sector or trend. This can help generate earned media coverage, build authority, support sales conversations and create content that can be reused across whitepapers, social media, newsletters, webinars and digital campaigns.
Ready to use original research to generate better press coverage?
Use original research to support thought leadership, strengthen brand authority and generate earned media across national, trade and online publications.
Download your free guideFrequently asked questions
What is quantitative research PR?
Quantitative research PR is the use of survey data, polling or structured market research to create original statistics and insights that can be used in press campaigns, thought leadership and media outreach.
How can survey research generate press coverage?
Survey research can generate press coverage by creating new, credible evidence that helps journalists explain a trend, challenge an assumption or report on a timely issue affecting a specific audience or market.
Does original research help AI discoverability?
Yes. Research-led content can help AI systems and search engines understand what an organisation knows, who it serves and what evidence supports its expertise. Well-structured data-led content is easier for AI tools to summarise and cite.
Can this work for financial services, property and technology firms?
Yes. Research-led PR is particularly effective for sectors where credibility, expertise and trust matter.
Can City Road Communications run the research for us?
Yes. CRC can help with strategy, survey design, analysis, media angles, press materials and outreach.
Is the guide really free?
Yes. The guide is free to download.
Who is this guide for?
It is designed for marketing directors, communications directors, PR managers, founders and senior leaders, including financial services firms, property businesses, B2B technology companies and professional services firms.
How long is the guide?
It is designed as a practical, quick-read guide that can be read in around 15 minutes.
Will someone contact me after I download it?
You may receive relevant follow-up from City Road Communications.