This is a technique that can gain publicity for your organisation in a three pronged approach.
Firstly, conduct a survey within your oganisation. This is a great way to discover what your people are thinking - get their opinions and maybe even their ideas. (You might even be able to harvest some testimonials - with permission, of course) But word it carefully and it can also be a very effective way of doing internal publicity as well. Word it so that the respondents are reminded of just how valuable their organisation is, what it does, and its brand. You are also then giving them fodder for their own PR activities.
Secondly conduct a survey about your organisation. This, too, may bring in opinions about your organisation and ideas for improvement. But, very basically, this is another way of bringing your organisation's name and brand to people's attention.
Thirdly conduct a survey on a particular subject. Choose something that is timely, or outrageous, or newsworthy, but preferably close to your own area of operations. Survey as wide a range of people and as large a population as you can, and voila you have a news item. Report that your organisation conducted this survey and report the outrageous or timely or newsworthy results of that survey and it is sure to make the news in your area.