The power of owned media: Why polls still pack a punch

In a fast-moving media landscape where attention spans are shrinking and headlines are harder to land, it’s easy to assume you need flashy gimmicks or big budgets to make a splash.

But sometimes, the most effective PR strategy is the simplest.

At Satsuma, we’ve seen first-hand the power of owned media – particularly when it’s backed by well-thought-out research – to cut through the noise and deliver extraordinary results.

Will Aid: Polling with purpose

For Will Aid, a national will-writing charity campaign, we’ve commissioned annual polls to explore attitudes towards estate planning, legacy giving and end-of-life admin.

The results? Record-breaking coverage – smashing KPIs year-on-year across national, regional, trade and broadcast.

Last year alone we have achieved 565 pieces of coverage with reach of 310 million and an advertising value equivalent (AVE) of £5.5 million for print alone.

This didn’t even include the whopping 108 television mentions and 18 radio mentions.

How?

Well, the poll gave us the freedom to tell emotive, urgent, and sometimes surprising stories that drove real impact and awareness.

And what’s more, we were able to carve up the data to get regional-specific stats which allowed us to target local press across the UK to increase our reach.

SafeKeeping your documents

We are taking a similar approach currently with our client – the digital life admin platform SafeKeep.

A key part of our strategy is creating a national poll exploring how organised (or disorganised) people are when it comes to life’s essential documents.

Without giving the game away – the release isn’t out in the world yet – the findings are fascinating. And they are about to help us catapult SafeKeep into the pages of broadsheets and tabloids alike in time for the product launch.

Why it works

So what makes polling such a PR powerhouse?

• It creates news. Editors love fresh data, especially when it challenges assumptions or taps into a shared anxiety.
• It’s endlessly versatile. With just one survey, you can craft multiple stories tailored to different outlets, demographics and regions.
• It puts you in control. Owned media like polling allows you to shape the narrative – and bring it back to your brand’s message and mission.
• It delivers ROI. Compared to more complex or expensive tactics, polling is cost-effective and creates a high volume of usable, media-friendly content.

The Satsuma approach

Of course, we don’t just commission polls.

There’s a lot more to it than that. We craft the right questions to tell the right story – one that’s meaningful for audiences and irresistible to journalists. Then, we pair data with real-life case studies, expert quotes, and punchy headlines. Finally, we get it under the nose of the right journalists, with targeted pitching to maximise impact.

It’s owned media with purpose – and proof that, when done right, simplicity can be your strongest strategy.

Want to find out more? Give us a call.