PR campaigns can play a critical role in helping brands build their reputation and increase their visibility amongst their target customers. Landing that all-important coverage in a national newspaper or broadcast outlet could help to turn a largely unknown brand into a trusted expert, or even a household name. But with the news agenda busier than ever, how can firms stand out from the noise?
One tool that organisations can leverage to create compelling news stories is the Freedom of Information (FOI) request. Whether it’s tapping into government departments or other public bodies, this powerful tactic can help to uncover important data or highlight a key issue within a sector that hasn’t yet been brought to light.
In this article, we’ll explore what FOI requests are, how they can benefit your PR strategy, and provide tips on how to craft impactful requests that capture media attention.
The power of information
To understand the potential of FOI requests, let’s first clarify what they are.
In the UK, public organisations are obligated to disclose certain information about their activities. Members of the public have the right to request this information through the Freedom of Information Act. The underlying goal is to promote transparency, foster trust, and encourage public debate regarding the government’s use of taxpayers’ money.
FOI requests can encompass a wide range of recorded information held by public authorities, including printed documents, digital files, correspondence, data and more. However, it’s important to note that there are limitations to the information public officials can provide, subject to the “public interest test”. So don’t expect to ask for ‘Top Secret’ information and get a positive response!
Unlocking the benefits of FOIs for PR campaigns
When used strategically, FOI requests can deliver a number of benefits to help you amplify your PR strategy.
For example, a well-crafted FOI request could enable you to get hold of data that wouldn’t ordinarily be accessible via a traditional survey or research. This data can serve as the foundation for thought leadership articles or give you unique insights on topical issues to position your business’ spokespeople as industry experts. That original data could just be what gives your PR campaigns the edge to land a key piece of coverage in a major newspaper.
What’s more, FOI requests are also free to submit – the only cost to you is the time it takes to put together a request that ensures you get the information you are seeking. Even if you are unsuccessful, you can rest assured that you haven’t spent anything from that critical PR budget.
Crafting impactful FOI requests: the art and the science
Writing an FOI request requires a delicate balance between process and creativity. It takes practice to draft requests that can yield the most impactful statistics for a PR campaign. Below, we’ve set out some key tips to consider:
1. Find the sweet spot
Avoid making requests that are either too narrow or too broad. If your request is too specific, government organisations may not have the capacity to answer it. On the other hand, overly broad requests may yield overwhelming amounts of data that are difficult to analyse effectively. Strike a balance by asking for specific subsets of data or incorporating relevant date ranges.
2. Tailor to the end result
Before finalising your FOI questions, consider what headline or angle would capture journalists’ interest. It may even be worth reaching out to friendly journalists to understand what kind of data they would find most interesting. Tailor your questions accordingly to align with potential media coverage -this approach increases the likelihood of generating compelling news stories.
3. Don’t give up
If your first FOI request isn’t successful, that doesn’t mean you should stop there. Read through the response carefully and consider what you could do differently. There could still be the chance that you could get the data you’re seeking, but you may need to think differently about how you ask for that information.
FOI success stories
At Rostrum, we have used FOI requests effectively to secure compelling media coverage for our clients. Just some of our past successes include:
Investigating MiFID II with Duff & Phelps: We worked with Duff & Phelps on an FOI request investigating MiFID II enforcement cases. The newly discovered and intriguing data from this request led to extensive media coverage across various platforms, including the Financial Times.
Kroll and the impact of regulation on pension transfers: In this campaign, Rostrum worked together with client Kroll to determine the impact recent changes by the regulator on the market for pension transfer advice. The FOI request revealed that Defined Benefit pension transfers had declined significantly following FCA regulatory action, and the story led to a write-up in the Financial Times with analysis from Kroll’s experts.
These examples demonstrate the value and potential impact of FOI requests, regardless of the topic they address. By uncovering newsworthy data, businesses can secure media coverage that elevates their brand and enhances their industry authority.
Amplify your PR strategy with Rostrum
If you’re a business looking to amplify your PR strategy and ensure your campaigns and news stories land in the media with maximum impact, Rostrum can provide the expertise and guidance you need. Our team is experienced in drafting powerful FOI requests, crafting impactful content, and securing media coverage that aligns with your goals. Get in touch with us today to take your PR campaigns to new heights.
