Throughout my internship experiences, I have learned that research is always the first step before doing anything. You always need to have reasoning as to why you are doing what you’re doing, and facts and figures to work with. Your credibility is crucial in the business world, and without it no one will trust your judgement.
Why should PR firms use research?
This article states that there are generally two type of circumstances that strongly recommend marketing research.
1. Research the environment. For a PR firm to be successful, it is very important to understand the economic, political, legal, public opinion, social, cultural, technological, marketing, and financial components of your organization. This kind of research can take place before a pitch, or in conjunction with a major repositioning with an existing client.
In both cases, it helps the PR team make better decisions about major or subtle directions, and makes the PR firm look like it knows about the client’s business problems and its marketplace.
Your PR firm may be “talking the talk” about evaluating your clients’ and prospects’ business environment, but are you “walking the walk” by actually budgeting and conducting the necessary research?
2. Research for ink. The most successful PR firms are the ones that get the most out of media support and favorable exposure to their clients. A creative and effective way to capture the media’s attention and “get out the good news” is to feed the media with your message through public opinion polling.
Newspaper, radio, and television content editors are on constant prowl for targeted, incisive information that not only defines some of their subscribers, but is also interesting to a broader audience. What better win-win solution than a market survey that reveals the consumer or business sector’s opinion about what’s important to them about the products or services that your client just so happens to provide?
This article makes some great points. The only way to know what a target market wants is by asking them. Hearing their perspective on products might be totally different than your ideas, and going through with these studies will ensure your product’s effectiveness. Wouldn’t you want to gather as much information as possible so you won’t make a huge mistake and risk your job?
This post is a series of my thoughts, and a summarization of “Tips on Using Marketing Research for Public Relations,” by Gregory Kohs