PR works better with strategy, and the latter needs research

There’s a line in a famous movie that says: ”I’ have been poor and I’ve been rich. Rich is better!”. Now, when doing PR, this line can sound like this: ”I’ have been clueless and I’ve been aware. Being aware is better!”.

When engaging in PR, organizations must expect information and data inquiries from their communication experts: What’s your turnover? Who do you compete with? What business objectives do you have? What’s your demographic?

Strategic Planning

Research in PR typically takes place during the initial planning and preparation stage of a PR activity, and it is conducted before implementing any PR strategies or campaigns. Research serves as the foundation for developing an effective PR strategy as it helps to better understand the target audience, identifying key messages, and evaluating the overall communication landscape.

Segment, Cluster and Profile your Audience

Every individual has preferences, specific attitudes, behaviors, and opinions. Knowing all these ingredients means understanding the audience. This key knowledge enables PR professionals to tailor their messages and communication strategies to effectively reach and engage their intended audience.

Usually, this type of data is part of the marketing tool kit of a company. Some PR professionals also engage in this type of qualitative research, but only backed by strong data that an organization must provide.

Research also allows PR practitioners to gather information about the media landscape, current trends, and public sentiment. This knowledge helps them develop messages that resonate with the target audience and select the most appropriate communication channels to reach them.

Reputation Management

Research also enables reputation management, so an organization must share with the PR team its challenges or shortcomings, as well as its strengths or opportunities. This way, they can identify any existing misconceptions, or negative perceptions, and develop strategies to manage and enhance the organization's image. Through research, PR practitioners can see potential risks ahead and anticipate public reactions, allowing them to proactively address and mitigate any issues.

Business Brand Protection

Finally, research is crucial in crisis situations. It helps PR practitioners understand the nature and scope of the crisis, assess public sentiment, and develop appropriate crisis communication strategies.

By conducting research during a crisis, PR professionals can make informed decisions and respond effectively to minimize damage and maintain the organization's reputation.

Summary

In summary, research is indispensable in PR as it provides the foundation for understanding the audience, crafting effective communication, managing reputation, evaluating messages, monitoring and measuring outcomes, and responding to crises.

It enables PR professionals to make informed decisions, tailor their strategies, and achieve their communication objectives effectively. But research can only be done through the strong commitment and openness of an organization.