Why professional research is crucial to a successful PR campaign
Good PR is built on fact-finding and it is only by knowing your client and their field of interest thoroughly that you can inform and engage a target audience and manage any challenges.
As public relations research and measurement specialist Walter K. Lindenmann said:
“Without research, those who administer public relations, public affairs, promotional, and related communications programs and activities would be operating in the dark, without any guidance or clear sense of direction.”
What types of research are used in PR?
There are two main research methods employed by PR professionals.
Formal research generates data, numbers and statistics that can be used to target communications. It allows for a deeper understanding of the subject matter. It is also used at the start and end of a project to determine the success of a PR campaign and its effect on a client.
Informal research, however, is ongoing and incorporates both internal and external sources. This can range from exploring employee satisfaction to analysing what customers think/have posted about a client on social media.
It encourages an open exchange of ideas and concerns, allowing PR professionals to keep informed about any potential issues with the organisation or public opinion, changes in an industry, trends in the marketplace and the latest developments by competitors.
Understanding a client and objectives
Professional PR outfits will compile a dossier on clients and what they do, their industry and – most importantly – what they want to achieve.
At Curzon PR, we conduct a comprehensive look at our clients and devise a strategic value proposition aimed at achieving all of the objectives our clients have specified. We then further support that with sentiment analysis, to discover if existing media or social media coverage is positive, negative or neutral towards our client and provide further supporting evidence.
From this, we can then convey an expectation of time and resources needed to deliver on the chosen objectives.
Competitor analysis
After researching the hiring organisation, PR firms should then actively look towards the client’s competitors.
Competitor analysis establishes the strongest competitors, ascertains their strategies and anticipates both their own actions and any reactions to the client’s work as well. Again, at Curzon PR, we will analyse media coverage to see what exposure their competitors are receiving and infer what advantages can be gained from the findings.
By knowing a competitor’s strengths and weaknesses, you can emphasise what makes your client unique in their industry and gain valuable knowledge that gives them a distinct advantage in the market.
Evaluating the effectiveness of your PR strategy
A good deal of research is needed if a firm is to establish whether a PR campaign has been a success. It’s not just about how many people have read a piece of media coverage for instance, but what sort of people they were (such as potential customers). How many key messages were included in coverage? What was the domain authority of people that shared a blog? Has the online reputation of a brand improved?
A good PR agency will use all of the above and more, accessing several digital tools, to determine what impact their work has had.
Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com
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