Editorial SurveyAn Editorial Survey is a survey of selected editors (or other influencers such as industry analysts) to determine their awareness and perception of your company, product or service. How You Do ItFirst you write a questionnaire. Then, you mail or email the questionnaire to the editors, or interview them by telephone, or both. Then you summarize the responses.StrengthsThis is a useful analytical tool. It's a generally accurate method of determining what editors know and think. And the survey process can produce beneficial by-products such as improved visibility, clarification of misunderstandings, and opportunities for additional press coverage.This is strictly a navigational tool. It can help you steer your program toward higher profitability, but it can't help you measure your profitability. For that, you need evaluative tools. WeaknessesThis tool doesn't necessarily measure the attitudes of your target audience – unless your product or service is specifically for editors.Also remember that editors' knowledge levels may be significantly higher than their readers' knowledge levels. Don't make the mistake of extrapolating from the editors to the readers. Another weakness is the danger of irritating editors. In some industries, PR people tend to overuse this technique, and editors become tired of it. Therefore: tread lightly, be empathetic, and keep it brief.
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