If your company is struggling to generate consistent media attention or establish real authority in your market, this conversation will change how you think about research and data. Sterling makes a compelling case for why proprietary surveys are one of the most underused and highest-return tools in a communications arsenal — not just for getting press, but for fueling sales conversations, keynote pitches, podcast bookings, social content, and AI search visibility all at once. We walk through how to build a survey that actually produces newsworthy headlines, why getting buy-in from sales, product, and the C-suite before you write a single question is non-negotiable, and why running a similar survey year over year is where the real authority-building magic happens. We also get into the practical stuff — how many respondents you actually need, how to structure questions for maximum PR value, how to protect against AI-generated responses polluting your data, and why this doesn’t have to cost a fortune to be effective.
Have you inherited a survey with nothing to pitch, or wonder how to create media opportunities when you have no product news? We’re here for you.