Journalists are more likely to open press releases if they contain research, as YouGov research cited by PRmoment shows. Teresa Horscroft, owner of PR consultancy Eureka Communications, has research firm clients and appreciates how research is great for getting you noticed: "There is no doubt that research can give marketing and PR content an edge that is appreciated by media looking for a news hook or something relevant to validate a key point in their article."

However, research isn't just a tool for getting coverage, it is vital for proving the value of PR. Nigel Middlemiss, knowledge director at research firm Echo. says that as such large budgets are invested in PR campaigns, there is pressure to produce research evidence showing their effectiveness. But, Middlemiss says, the research used must be reliable: "Our experience shows only one thing poses nearly as great a risk as doing no research at all; the client does their own or gets their PR agency to do it. Bias then often distorts the results."

Horscroft adds that the research must also be planned and targeted well: "Research has most value when it has a business objective - perhaps to inform business or marketing strategy, product development or customer relations, or to validate a business idea."

Read the full article on the PR Moment website