RESEARCH: Creating PR Project Value and Success

When racking my brain recently to replenish PROFIT's depleted supply of PR Bonus Points to share with our online readers, an article on the value of integrating research into communication projects surfaced. It took a split second to make the decision to simply devote this web page to a two-part series on the importance of RESEARCH…the key to strategic public relations and marketing communications.

Part II.
Let's take a closer look at some of the key research terminology involving the methodology that often seems to create confusion. There are two general types of research:

• Quantitative research - yields numbers and statistics. The results can usually be extrapolated to the general population. One of the most common forms of quantitative research is a survey. Surveys can provide important insight into attitudes, opinions, motivations and self-reported behavior.
• Qualitative research is exploratory. It helps to identify the variables, such as opinions, attitudes and behaviors that are contributing to an issue.
• Data can be obtained through both primary research (research that you conduct yourself) and secondary research (information from other sources).

Getting Management On-board with Research.
Research needs to be built into the project plan of action and the budget. And convincing management about the value of and the need for conducting public relations research might be the single most important component in the overall public relations plan of action from a return on investment (ROI) standpoint.

Considerations for Internet Research.
The Internet is rapidly becoming a popular cost-and-time efficient research tool. Many affordable do-it-yourself survey tools are readily available including: Constant Contact, iContact, Zoomerang and Survey Monkey, just to name a few. All provide tremendous cumulative reporting and tracking features and benefits as well.

Remember…research is the key to strategic public relations and marketing communications. It informs strategy, establishes benchmarks for improvement and speaks the language of management, which is primarily numbers. The trick is in knowing what to measure and finding the best tools to gain insight and demonstrate impact.

PROFIT Communications Research Expertise Combined with Information from Article from PRSA Tactics -- RESEARCH: The Cornerstone of Value Creation
October 2008