A cousin to this myth: many also believe it’s anchor guy or gal they see on tube each night that decides what stories appear on evening news. Wrong again!

That person may be most visible and highly-paid face at station, but he or she usually has little or nothing to do with process of deciding what stories get covered and who gets on air.

You don't have to hire a research company, you can just have clients or colleagues check a few boxes on a photocopied form.

You don't have to release a massive book of results, you can just send media people a press release highlighting most newsworthy responses.

The general media aren’t professional journals: they don’t insist on strict statistical methodology. They just want a good story.

That said, you should never make up a result or falsely represent your data. Media folks aren't likely to double check information you give them, but you want to be able to present accurate, truthful results if they do.