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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.
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.