Most comms professionals have their bag of tricks whenever they're asked to come up with some ideas. Media lunch, customer story and research are probably in most peoples' top three. Most of us enjoy a good lunch, but outcomes can be tougher to pinpoint; and if customer stories were that easy to come by, you'd see more of them. Research, though, is a bit easier (if you have some budget)...but does it still pack the same punch?
The world needs data. That means relevant research will always have a place. But you have to find your sweet spot. The McKinseys and Accentures of the world will spend eye-popping amounts on research...and for good reason, they're at the apex of the industry and you could argue have a responsibility to be thorough in what they put out because so many people pay attention to it.
But what about the rest of us?
I like a meaty piece of research as much as the next verbose writer...it's fuel for paragraph after paragraph of laser-focused insight. However, what purpose do my ramblings really serve? Anything that's too long isn't going to help with customer journeys if we're using it as a web asset. How many journalists have the time to dig into in-depth stuff nowadays? (I know many would love to, but the pressures of modern media are what they are.)
So what about the headlines? People still want to read stories...and every good one has proof points. So how about a couple of insightful data points that bring a bit more punch to your messaging? For example, it's easy enough to say that your software helps banks to comply with the Digital Operational Resilience Act (DORA)...and many do. But why should someone care about you saying that? But what if you can draw people in: 67% of organisations have opaque processes, which create an operational chaos that makes X% of banks think compliance is is jeopardy.
Or find a story that isn't being told. For example, how many people are using Shadow AI? And is it dangerous for businesses, in a tangible way. I did some research that suggests that around half of employees would fly in the face of specific bans to keep using unsanctioned AI. That's a story that can get some clicks - including for the BBC.
Context for your problem
I think the days are numbered for the in-depth white papers. However, data helps to tell a story in a more visual way that words alone can do. So maybe let's think more about spending a couple of thousand pounds getting a few killer stats, instead of hundreds of thousands on a tome that is destined to gather digital dust.
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