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Experienced PR professionals understand that having trusted data is often a good way to give your story credibility with the media. On the other hand, media are often skeptical of surveys and market research funded by corporations.
Just yesterday, The New York Times ran what it called “an unscientific study” by public relations firm Euro RSCG Worldwide. Social offerings and free services like Survey Monkey have made it easier than ever for one to conduct and release market research.