 Surveys can generate an impressive stream of coverage for our clients, but how do you position research to achieve maximum results? Recently, MSL Group reached out to 13 business and tech reporters to gain their insight. Of those we talked to, 11 reporters still write about research, so the first hurdle, interest, is cleared. Of the 11 reporters who cover research, 9 want to receive data in more than one format. Take an executive summary, press release, and the full survey available. 8 of the 11 reporters who write about surveys would consider in-house research, however, direct relevance to readership and absolute vendor neutrality are musts. And finally, 9 of the 11 reporters who cover surveys are interested in additional forms of content, such as infographics, videos, ebooks, and white papers. Surveys are more important than ever. They can verify the right reporters, deliver data in their preferred format, and make sure it's relevant to their readership. It could be the difference between just a couple of hits and really moving the meter.