Journalists like case-studies, in fact, they like them so much, sometimes it’s the only thing they’re interested in!

But what exactly is a case-study, and why do magazines want to use them?

What is a case-study?

It’s like an article, but it outlines how an individual or an organisation is using a particular product a service. Needless to say, they are almost always ‘good news’ stories. So for example, the user of a software product will outline how they have installed a new system with great success and how it has made them more efficient and saved them loads of money.

Or, it might be an individual person who has used a service, like a personal shopper, and found that it made their life easier or improved their image.

Case-studies are not testimonials – they are much more than that. They should explain a whole scenario and how and why it’s been a success.

Why do journalists like them?

Magazines and newspapers are not put on this planet to plug your products – they are there to impart newsworthy and interesting information to their target readers. You may notice if you look through virtually any consumer or trade magazine, that only the very largest companies are talked about. So, you may find BT mentioned, or Barclays Bank or Boots. Smaller companies that are not known to the readers are not generally news. But what they do can be news.

Journalists don’t necessarily want to hear you telling them that your product/service is the best thing since sliced bread. But if you have a good customer who is prepared to say that, then it’s a different matter. Again, look at all types of publications, and you will see that case-studies are used extensively. In fact, some of the generic IT titles only use case-study information.

How do you write a case-study?

The first thing is to approach a customer that you would like to be associated with your company. The customer may be a household name who in monetary terms might only be a small customer, but it’s worth linking that well-known brand with yours. Or it might be an unknown company, but they’re using your products extensively and with great success. You might want to illustrate your international expertise, or show how you can work in a particular vertical market.

You need to get permission in principle from your customer, and then get the necessary information. It’s often easier to construct a short, simple questionnaire which you can email to them – ask questions like, what did you do before you used our product/service? Why did you choose us? What benefits are you getting? Do you have plans to expand the project? Gaps in the information can be filled in with a phone call. Few companies have time for meetings on this kind of thing any more, although if you do get a chance to discuss it face-to-face, then do it.

Getting fact and figures to back up the story is always good – for example, getting a customer to say that they made 20% more sales since using your product etc. Also, getting images that can accompany the story are always good – the more interesting the picture the better (try to avoid pictures of dull offices on an industrial estate, or an unflattering ‘mug shot’ of a manager).

Almost always, you will need to gain the permission of the customer before you send the information out to the press. Failing to get approval, in writing, can prove disastrous. A company years ago went public with a project that they were doing with Tesco before they had permission, and Tesco cancelled the contract (ouch!)

Where will my case-study appear?

When writing a case-study it’s always best to have some idea where it’s actually going to be published. Think of your target media and pick one title in each vertical market (those in the same area, so IT for example). Generally speaking you cannot use a big feature case-study in publications in the same market (there are some exceptions to this, but not many!). So if you have a case-study about a beauty treatment, pick one of the women’s magazines and speak to somebody on the editorial team. Often, you can do a big spread with one magazine as an exclusive, and then send out a shorter ‘press release’ style version to a wider audience.

And don’t forget to put them on your website as well!

Contributed by PR goddess - Helen Moore, our resident PR specialist