Proprietary Research
Original data, surveys, or studies produced by an organization to generate media coverage and establish authority.
Definition
Proprietary research refers to original studies, surveys, data analysis, or reports produced by an organization and released publicly as a PR and content strategy. By generating unique data that no competitor possesses, organizations create newsworthy stories that journalists are eager to cover because the information is exclusive and original.
Common forms include consumer surveys, industry benchmarks, trend reports, salary studies, and data-driven analyses. The research is designed to produce headline-worthy statistics that align with the organization's positioning and expertise.
Why It Matters
Proprietary research is one of the most effective PR strategies because it provides journalists with something they cannot get elsewhere: original data. In an era where media outlets are hungry for unique stories, exclusive data earns premium coverage in top-tier publications.
Beyond PR, proprietary research establishes thought leadership, generates content for months, and creates backlink opportunities as other publications cite your data. A single well-designed study can generate more coverage than dozens of press releases.
Examples in Practice
A marketing firm releases an annual "State of Content Marketing" report that becomes the industry's most-cited benchmark, generating 200 media mentions and 500 backlinks each year.
A real estate platform publishes quarterly housing affordability data by city, which national media outlets routinely cite in their coverage, positioning the brand as the authoritative source for housing market information.
A cybersecurity company surveys 1,000 IT professionals about security practices, and the finding that "60% of companies still use default passwords" becomes a viral headline covered by every major tech publication.