You can’t beat good regional info when rolling out a story. National media like it as it makes good comparisons and gives a national story some proximity to the reader. Regional media like it for obvious reasons and that gives quantity to your media outputs.

The key though is to abandon the idea that regional data translates as wide govt/TV region definition e.g. North West, South East. The only valuable way of doing it is to break down into town based data. But doesn’t this make your omnibus survey really expensive? Yes, but relying on those kinds of omnibuses really is a bit lightweight.

If you think a bit more about it you can always overlay town-based info from official sources such as ONS or polling people online and asking them which is their nearest town from a drop down list.

Mind you, it can get confusing when in the space of two days you find out that Powys is one of the worst hit towns for falls in disposable income, (full disclosure: this is one of ours!) but one of the happiest. Manchester is the second happiest, although its the capital of self-harm!

Tags: , manchester self-harm capital, powys, regional pr, using regional data successfully, uswitch

This entry was posted on Thursday, August 28th, 2008 at 10:07 am and is filed under General PR, Press. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.