Most PR agencies claim to use market research as part of their service offering. For many agencies, however, research is only used narrowly, typically in opinion polls. Of course, opinion polls can be a highly effective tool in effective media relations. They get headlines, they are simple to implement and clients understand them. Redshift, as can many agencies, provide a fast and effective service for running opinion polls. But market research can do so much more to help PR companies define, steer, deliver and validate PR campaigns. Some PR agencies have embraced market research as an integral part of their offering, and as a result deliver more creative, effective PR for their clients. Here are a few alternatives to the trusted opinion poll.
Competitive Messaging
One of the more strategic uses of research is developing a rigorous understanding of the “messaging space” in which brands operate. There is little point in basing campaigns around topics and messages that (a) are not salient issues and (b) are already strongly associated with competitor brands. Redshift have developed a “messaging space” methodology which can be used as part of the strategic development of PR campaigns for existing clients. The methodology uses a combination of desk research and online sources, combined with original research to measure brand saliency and stakeholder opinion.
Message Testing
A basic rule of communications is that you cannot say everything to everybody. It is vital to choose an audience and limit the number of messages. Research can play a critical role in (a) understanding what messages are resonant and (b) refining the phrasing and delivery of messages to ensure they are most appealing, persuasive and understood.
Thought Leadership
Thought leadership is a term used increasingly widely, and loosely to describe people or companies who demonstrate innovation and ideas. In the world of PR, thought leadership has a more practical application of being seen to understand current and emerging challenges in the market, and responding (and ultimately leading the market) by developing innovative ideas and products in response. Technology-oriented companies, or professional service providers of complex services, have typically pursued thought leadership as a means of promoting their services and expertise. It helps to build credibility in a market as well as awareness. Market research is fundamental to thought leadership, principally, because it provides actual market intelligence on what the salient market issues are. Researchers can design and conduct market surveys from which thought leadership ideas can be shaped. This includes preparing authoritative “White Papers” based on rigorous market studies, and attending press events.
Measuring PR Effectiveness
When the PR campaign is designed to create awareness and influence perceptions, research provides clear evidence of the success of the campaign, and therefore, the return on investment of PR budgets. Targeted research at the outset of the campaign, and at the end of the campaign provides evidence of whether or how perceptions have shifted. Although original research can be expensive, it is scalable and there are different methodological approaches which can be adopted to ensure the research element is proportionate to the total size of the PR campaign.