That's primarily because of its surveys conducted by its Polling Institute. The aura created by those heavily cited surveys extends to that whole institution of higher education.
So, it probably has occurred to you to do your own survey. Its results would be news you could broadcast in press releases, on your website, in an video you download on YouTube and discuss on your blog, in a chat room on Google+, on Facebook, and Twitter.
You have several weeks to investigate this tactic for 2013. If you are only interested in putting one toe in the water, you can check out the free surveys you can do on Survey Monkey.
Should that move the dial on your or your clients' objectives, then you can invest in Survey Monkey's more sophisticated paid options. Another way to approach this is to partner. That game is all about identifying exactly the right partner. Alliances fail primarily because this "due diligence" isn't done at the front end.
A mutually beneficial alliance could be, for example, for a public relations firm to join together a plus-size women's apparel ecommerce company and a national spa regarding attitudes about full-figured females. Both could pool their knowledge base, research know-how, budgets, and contact lists for constituencies ranging from media to regulators.
With the recovery seemingly on-track - economists predict 2% to 3% growth for 2013 - there is money to be made again. That's why clients are demanding again the return of documentation in communications. Statistics from surveys fit right in.