As public relations continues to expand, it is becoming increasingly important for credible research to be done. Research provides direction for public relations as well as credibility. It can help improve public relation practice know the client, find the market, and choose the media, and ultimately, well-done research will deliver successful campaigns (PR Friend).
Research can help public relations learn more about the client. When you develop a public relations plan, it is important that you are able to justify your ideas (PR Friend). Clients want to be sure that your campaign will be successful. Research provides credibility to the campaign.
In addition to improving credibility, research helps public relations find the target market. One of the first things you want to know when promoting a product or service is who your market is (PR Friend). Research provides demographic, psychographic, geographic, and behavioral segmentation (Segmentation). By segmenting the market, you will be able to target your campaign towards an audience that will be interested. Targeting campaigns towards specific segments is extremely important in public relations because it allows you to design your message in a way that your target audience can understand and appreciate (PR Friend).
Research also assists public relations in choosing a media that will effectively distribute your message. You will have to find out which media your client can afford, and which ones will have the highest returns (PR Friend). With technology growing exponentially, it is important to research new methods of communication that are being used by your target audience.
Research is developed as two different parts. The first part of research is referred to as informal, or secondary research. In this stage, existing research is found about the subject. Secondary research can save time and money in public relations. By using research that has already been done you are able to focus primary research on unanswered questions (Market Research Methods). After secondary research has been done primary research is performed to gather original information that is directly related to meeting the objectives of your project. It includes surveys, direct observations, interviews and focus groups. Primary research gives you more control about the information that is gathered. It can be extremely valuable, however it is also more expensive and time consuming than secondary research (Market Research Methods).
There are two types of secondary and primary research, quantitative and qualitative. Quantitative research gathers numerical data. It can be used to identify the size and value of the target audience, and find areas for growth project. Qualitative research gathers opinions and attitudes. It provides a better understanding of the target audience’s interests, needs, habits, and find areas for improving customer relationships (Market Research Methods).
Research is time consuming, and sometimes difficult, but it is well worth it when done right.
“The importance of research in public relations: How research can help you promote your business.” PR Friend. Research in public Relations, n.d. Web. 10 Oct. 2003
“Market research methods.” Queensland Government. Business & Industry Portal, n.d. Web. 10 Oct 2013
Expositioncreat [Tim Parker]. “What Is Market Segmentation and How Can It Increase Sales?” Intuit. Intuit, 12 Jul. 2013. Web. 10 Oct. 2013.
Taylor cameron 