It used to be that a report hot off the press, complete with proprietary survey data, polished charts, and a trend-forward headline, was a sure way to get media coverage. In HR and Workplace tech, this was especially true. Run a survey on hybrid work, productivity, or AI fears, package it up in a PDF, and wait for headlines to roll in.
Lately, those headlines haven’t been coming so easily. PR teams and comms leaders are feeling the shift, and the once-reliable “data drop” isn’t landing like it used to.
Why the Change?
The biggest factor is volume. Every company, startup, and enterprise alike is putting out data reports. Some commission original surveys, others lean on third-party providers, and many pull from their platforms. But the net effect is the same: a crowded content landscape where everyone is claiming to have “insights” and “new findings” on the same few topics [*Insert Company’s NEW Data Reveals subject line here*].
Workplace flexibility, AI at work, employee sentiment, and burnout have become well-worn territories. Unless your data offers a genuinely new take, your report risks sounding like a remix of everything already out there.
What’s Not Landing Anymore
Here’s what’s falling flat in reporter inboxes:
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Unvalidated survey results: Reporters know the difference between a rigorous research methodology and a quick survey blasted out to a consumer panel. Data that isn’t grounded in a legitimate, third-party approach often gets dismissed out of hand. Forget about it if it’s not paired with a unique insight or story angle.
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Redundant angles: "Employees are stressed." "AI is changing jobs." "Gen Z wants more flexibility." These aren't headlines anymore, they’re buzzwords creating background noise. If your report tells the same story as everyone else’s, it’s not news.
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Lack of narrative: Data on its own doesn’t do much. Reports that don’t offer interpretation, context, or actionable implications rarely land. A good stat is only as useful as the story it helps to tell.
What Is Landing
Despite the challenges, some reports are still getting attention and even sparking headlines. The ones that do have:
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A niche angle no one else is talking about: It’s not enough to say “AI is affecting the workplace.” But what about how AI is changing the way companies onboard new hires? Or how frontline workers feel about AI tools being introduced into their day-to-day tasks? Finding that specific, underexplored wedge into a broader conversation is key.
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Unexpected contradictions: Data that challenges assumptions tends to land well. For example, if everyone thinks employees want fewer meetings, but your data shows they’re actually craving more face-to-face time with managers, you’ve got something worth pitching.
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Relevant piggyback off of current headlines: Reports that piggyback on existing news stories perform better. Think: policy updates such as the return-to-office pushback, new AI hiring regulations, the Supreme Court’s stance on DEI, rising labor union momentum, and global economic uncertainty. The key is timing and relevance.
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Credible methodology: If you’re working with a respected research firm, academic partner, or third-party validator, make that front and center. Reporters want to know your data is trustworthy before they invest time. Include the methodology at the bottom of your pitch.
Where Do We Go From Here?
The shift we’re seeing is a sign of growing sophistication in both media and audiences. Data for data’s sake is no longer enough. Companies need to be smarter, not just in how they collect data, but also in how they frame it. The most successful reports today are not broad, general surveys. They are focused, insightful, and rooted in something real and differentiated.
As we move into a new era of thought leadership, comms teams would be wise to remember that it’s not about how much data you have—it’s about what you do with it and whether you’re saying something no one else is saying yet.
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