Editor’s note: Lucy Davison is managing director at Keen as Mustard, a London marketing agency. She can be reached at lucy@mustardmarketing.com.

A quick scan of any publication – on- and offline, quality and tabloid – demonstrates the extent to which marketing research surveys are used to create news on a daily basis. The media cover everything from large-scale reports investigating the class structure in the U.K. to studies showing how many people take their smartphones to bed with them.

Marketing researchers are sitting on a media goldmine, as the press love statistics, so one way to gain some column inches is to do your own self-funded research. But getting your voice heard – and your company mentioned – is not as easy as it might seem. The best approach is to think like the journalists: What’s new? What’s original? How will this be of interest to readers?

Here are a few tips to increase your chances of gaining exposure in the media.

Be clear about your objectives

First, think about what you want to achieve. You need to think about who you want to read your story and find out about you and why. It might sound fantastic to be in The New York Times or The Economist but how many readers of these publications are likely to send marketing research business your way or become a client? On the other hand, if you are looking to raise the profile of your company because you want the interest of financial backers or potential buyers, then that may very well be the right audience. So before you start, think long and hard about your objectives and why you are doing the research.

Be realistic

If you are a small or medium-sized company with under 500 employees and you have not done media relations before, most of your time and energy will be spent just trying to get any journalist to engage with you. You are a very small fry. Why should a correspondent lend an ear to your pitch when they have stories pouring in from Apple or Google? In addition, most journalists outside the research trade publications have a very limited understanding of what marketing research is so your job is twofold: 1) educate them about the value of research and why they should mention your company and 2) sell them the story.

Imagine the headline

Before you start writing a questionnaire, imagine the headline. Perhaps it will highlight a new trend or it will provide an interesting comparison. The media look for conflict – something surprising that will make readers stop and look. So plan your study around the outcome and don’t just go on a fishing trip.

Give the media the numbers

Sample size is all-important. It is a standard requirement with the media that for a survey of the general population, the sample must be nationally representative. In addition, most journalists don’t really understand qualitative research. It’s numbers that matter to them and even if you, personally, would make an important business decision based on a sample of 500, a journalist won’t give that study the time of day.

Make it visual

Finally, the way you visually present a story makes a big difference. Providing charts, infographics and images will add impact. Consider making a short video about the study and putting it on your Web site. You can even use the video as a business tool for potential meetings after you’ve used it for media relations.