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Ever wonder why some PR pitches get immediate attention while others languish in crowded inboxes? The secret might be in how you're using—or misusing—research data.
Nathan Richter of Wakefield Research pulls back the curtain on the powerful relationship between public relations and data research, revealing how these disciplines must work in concert rather than as separate functions. With experience on both sides of the equation, Richter speaks directly to the challenges PR professionals face when trying to make their stories stand out.
The conversation tackles a widespread problem in communications: the tendency to equate complexity with sophistication when presenting research. As Richter explains, "Many PR people, when they have data in hand, tend to be extremely excited and eager to publicize it... unfortunately, many equate complexity with sophistication or quality. Nothing could be further from the truth." In an environment where journalists face a barrage of pitches daily, clarity and credibility become your most valuable currency.
Perhaps most valuable is Richter's breakdown of the "broken process" most organizations use to develop research for public consumption. Rather than the common approach of brainstorming questions without clear intention, he advocates for a hypothesis-driven methodology that starts with desired outcomes. This approach triangulates what brands want to communicate, what media wants to hear, and what can actually be discovered through research—creating stories that truly resonate.
For PR professionals looking to elevate their media relations through research, this conversation offers practical guidance on building credibility, avoiding common pitfalls, and developing partnerships with research specialists who understand the unique demands of earned media. Whether you're pitching complex healthcare data or consumer trends, the principles remain the same: simplify, clarify, and validate your story with data that journalists can trust.
Take your PR strategy to the next level by understanding how research can transform from merely supporting content to becoming your strongest competitive advantage in a crowded media landscape.

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