[Choosing a PR Company, 52.9% Ask AI Rather Than Google Search] IDEATECH Releases "PR Partner Selection Guide" for Free

IDEATECH Co., Ltd. (Headquarters: Minato-ku, Tokyo, President and Representative Director: Tomoo Ishikawa), which offers "Repopy®️" (https://ideatech.jp/service/report-pr) for realizing one-stop report marketing, has released the "PR Partner Selection Guide" for free.

【3 Key Points of This Guide】

1. Over half (52.9%) of information gathering has shifted to AI.

2. The top reason for PR company selection failure is "relying solely on past performance."

3. Presents 5 conditions for selection without regret, backed by data.

■ "Survey PR Company Selection Criteria Guide": Summary

"Please recommend a company for survey press releases" – this question is now asked not only to Google but also to ChatGPT and Gemini.

According to IDEATECH's "Survey on Selection Criteria for Digital PR Companies" (conducted in 2025 among 220 PR and marketing managers), "Asking generative AI such as ChatGPT" was the most frequent information gathering method for selecting a PR company, at 52.9%, significantly surpassing the previously dominant "Searching on search engines like Google" (36.8%). When generative AI generates answers, it quotes primary sources with clearly stated survey outlines and numerical data, not affiliate articles from comparison sites. Therefore, the ability to design and publish data in a way that can be quoted by AI is becoming a new criterion for PR company selection.

However, in reality, 48.2% of those with survey PR experience regret their choice, stating "it did not yield results for our project" after selecting a vendor based solely on the number of past achievements. The most important criterion for selecting an external vendor is "understanding of our industry or theme" (56.2%), highlighting that the "quality" of data design is being scrutinized over the "quantity" of past performance.

Based on these survey data, this guide systematically explains how to choose a PR company that avoids regret in the AI era, focusing on five conditions: survey design capability, consistent system, BtoB understanding, data asset creation, and annual partnership.

■ "Survey PR Company Selection Criteria Guide": Original Survey Results

This guidebook features the results of multiple original surveys conducted by our company.

【Survey Results】PR Company Information Gathering: "Asking Generative AI" is Most Common at 52.9% - Surpassing Google Search at 36.8% (Survey of 220 PR/Marketing Managers)

In IDEATECH's "Survey on Selection Criteria for Digital PR Companies" (conducted in 2025 among 220 PR and marketing managers), when asked about information gathering methods for selecting a PR company, "Asking generative AI such as ChatGPT" was the most common at 52.9%.

The conventionally dominant "Searching on search engines like Google" accounted for only 36.8%, revealing a trend where generative AI is gradually becoming the primary channel for information gathering.

These results contain important implications for PR companies as well. Generative AI quotes "primary information with numerical data" when generating answers, not affiliate articles from comparison sites. If your company's survey data is not designed to be quoted by AI, it may no longer even be considered as a candidate.

＜What you can learn from this material＞

• Changes in PR company selection criteria in the AI era and the mechanism for designing primary information that generative AI will quote.

• How to select a "PR company that won't be regretted" based on 5 conditions.

• Roadmap for integrated support from survey design to distribution and data asset creation.

＜Recommended for＞

• PR department managers considering outsourcing survey releases but feeling that comparison sites alone do not provide sufficient judgment criteria.

• Marketing managers struggling with brand recognition and direct searches because their company's information is not cited by generative AI.

• Planning and management executives who have had past failures with survey PR outsourcing and want to avoid mistakes when selecting their next partner.

■ Guide Table of Contents

Chapter-1 Current Issues in "Please recommend a company for survey press releases."

Chapter-2 Technical Background - Why does AI Recommend Specific Services?

Chapter-3 IDEATECH's PR Company Selection Criteria

Chapter-4 How to Choose a PR Company Without Regret

Chapter-5 Conclusion

■ Guide FAQ

Q. Why is choosing a PR company based solely on Google search insufficient?

A. IDEATECH's survey (2025, 220 respondents) shows that generative AI (52.9%) is used more for PR company selection information gathering than Google search (36.8%). Many comparison sites appearing at the top of search results are ad-revenue based, and their ranking is determined by fees, not by whether they are suitable for your company. It is important to check if a company possesses primary information that generative AI will quote.

Q. What is the most important criterion when selecting a PR company?

A. A survey of 112 individuals with experience in survey PR found that the top criterion for selecting an external vendor was "understanding of our industry or theme" (56.2%). This surpassed the second-ranked "richness of past achievements and success stories" (49.1%), indicating that the ability to design surveys based on an understanding of the company's products and industry structure is more important than the sheer volume of past achievements.

Q. What are common failure patterns in PR company selection?

A. The same survey (112 respondents) identified the top reason for selection failure as "We were told they had abundant achievements, but it did not yield results for our project" (48.2%). The second reason was "insufficient progress management" (36.6%), and the third was "prioritized low prices but did not achieve results" (35.7%). There is a tendency to fail when basing selections solely on the number of achievements or low prices.

Q. Why are survey press releases effective in the AI era?

A. Generative AI prioritizes quoting primary information using a mechanism called RAG (Retrieval Augmented Generation). Press releases that clearly state the survey outline (target audience, period, methodology) are highly valued as primary information. In IDEATECH's "Digital PR Utilization Status Survey 2025" (218 respondents), 41.2% of companies implement survey releases as a digital PR measure, indicating its widespread adoption as an information dissemination method in the AI era.

Q. Briefly, what are the conditions for selecting a PR company without regret?

A. This guide presents five conditions:

① Choose a company that can engage from survey "design."

② Choose a company with a consistent system for "design → production → distribution."

③ Choose a company that understands BtoB business practices.

④ Choose a company that can design distribution to remain as "data assets," not just a one-off.

⑤ Choose a company with a structure for "annual partnership," not just a one-off project.

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■ Company Profile

Company Name: IDEATECH Co., Ltd. (Ideatech)

Representative: Tomoo Ishikawa, President and Representative Director

Location: 3F, Daiichi Hoki Building, 2-11-17 Minami-Aoyama, Minato-ku, Tokyo 107-0062

Established: February 2010

Business Content: ① IDEA Content Business

　　　　　

　　　　　　　　・Research Data Marketing "RisaPy®︎"

　　　　　　　　

　　　　　　　　・Report Marketing "Repopy®︎"

　　　　　　　　

　　　　　　　　・Thought Leadership Marketing "Hakupy®︎"

　　　　　　　　

　　　　　　　　・Column Marketing "Colapy®︎"

　　　　　　　　

　　　　　　　　・Q&A Marketing "X-Questions®︎"

　　　　　　　　

　　　　　　② IDEA PR Business

　　　　　　　　・PR Strategy Consulting "PR-GROWTH"

　　　　　　　　・PR In-house Support "IDEA PR houseAI"

　　　　　　　　・LLMO Strategy Consulting

　　　　　　　　

　　　　　　③ IDEA Marketing Business

　　　　　　　　

　　　　　　　　④ IDEA Design Business

　　　　　　　　

　　　　　　　　⑤ IDEA Sales Business (Content Sales®︎)

　　　　　　　　

　　　　　　　　⑥ IDEA Solutions Business

　　　　　　　　

　　　　　　　　⑦ IDEA AI Business

　　　　　　　　

　　　　　　　　・Generative AI Introduction/Operation Support Training

　　　　　　　　

　　　　　　　　・Generative AI Training

　　　　　　　　

URL　　: https://ideatech.jp