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Research and data are powerful assets that can help drive media coverage, and ultimately, brand recognition.
Most often, our clients produce two types of research: surveys and data reports. Both are useful, and both are opportunities to showcase a firm’s expertise and differentiators. Here’s what we’ve learned that has helped research gain traction with reporters:
Focus on what’s happening now
Consider that reporters are looking to tell a story about what’s happening now in the ETF industry or another sector they cover.
Surveys are great for keeping a finger on the pulse of the industry – on priorities, pain points, and what’s top of mind. That’s exactly the kind of information that reporters need in order to add evidence and color to their stories.
Similarly, data reports provide reporters with data that tells a story. Metrics in data reports, like weekly best and worst-performing assets, fund flows, the most shorted stocks this month, or ETF launch/closure trends, can help reporters explain what’s happening now and back it up with hard facts.
We have seen findings from surveys and data reports alike published as standalone news, as well as in stories about industry events, serving as supporting evidence.
As the news cycle moves faster and faster, research can quickly become outdated. A survey released in July of 2025 showing investor sentiment in 2024 might already be considered stale and is less likely to be interesting to reporters. Reporters have to focus on what feels fresh in order to accurately cover the industry.
Treat the launch like a campaign
Getting into a regular rhythm with your research, whether it’s weekly, monthly, or yearly, makes a difference. It builds credibility over time, and it helps reporters know when to expect new insights. As they report on it regularly, say month after month, your research becomes indispensable to their reporting and how they understand the market. In some cases, regular research even leads to requests for custom data. This further solidifies the reporter relationship and keeps your company in the news.
When offering research to a reporter, it’s not enough to just send them the data. We find it works best to offer a seasoned spokesperson who can speak about what the research means, what’s surprising about it, and what’s worth paying attention to. Both the numbers and the interpretation should add something new to the conversation.
Good research should live beyond the day it’s published. Determine the key takeaways and draw out what’s surprising, new, or counterintuitive. Offering an early look to friendly and relevant reporters, particularly at top-tier outlets, enhances visibility. Ensure that your spokespeople are available for media interviews to speak with reporters and interpret the data. Outside of media relations, consider how you can leverage your research for a webinar, social media, or other marketing channels.
Research can be one of the most useful tools in a media strategy. When it’s thoughtfully planned and clearly communicated, research builds trust, strengthens relationships with reporters, and helps companies show up as credible sources in the conversations that matter most.