Journalists frequently criticise public relations people for using ‘bogus’ surveys and research in order to secure media coverage. Quite right to in many cases as many of these so called surveys and research projects are constructed on very weak foundations.
The problem is that they work. Despite the criticisms the media has an insatiable appetite for this type of material. Jack Shafer has an excellent analysis of a bogus survey that secured coverage in dozens of prestigious US daily newspapers and news broadcasts including the Washington Post, San Jose Mercury News, CBS Evening News, New York Times and Boston Globe.
I for one will keep producing them for as long as journalists keep running them!
Via the Holmes Report blog.