Tips n Using Marketing Research for Public Relations.docVIP

Tips on Using Marketing Research for Public Relations Prepared by: Gregory Kohs Vice President Public Relations Research“76% of American public relations practitioners recognize that ‘evaluation’ research of the market environment is necessary; but only 16% said they frequently undertake research aimed at evaluation.” For the marketing research professional, working with Public Relations firms is invigorating in several ways. PR clients are typically upbeat people, their end clients come from varied and diverse industries, the survey topics are often more “fun” than serious, and the market research practitioner can advise PR clients as the research “expert”, leaving the promotional and communication expertise to the client. Why Should PR Firms Use Research Generally, there are two classes of circumstances that would lead to strong recommendations for marketing research. (1) Research the environment. To be a successful PR firm, it’s crucially important to understand the economic, political, legal, regulatory, public opinion, social, cultural, technological, marketing, and financial components of the organization you’re working for. This type of research can take place before a big pitch to a prospective client, or in conjunction with a major repositioning with an existing client. In either case, it helps the PR team make better decisions about major or subtle directions, and frankly, makes the PR firm look like it knows about the client’s business problems and its marketplace. It’s interesting to note that a 1994 study by the International Public Relations Association showed that 76% of American public relations practitioners recognized that “evaluation” research of the market environment is necessary; but only 16% said that they frequently undertake research aimed at such evaluation. Your PR firm may be “talking the talk” about evaluating your clients’ and prospects’ business environment, but are you “walking the walk” b