The Value of Research

I am fortunate enough to teach several classes in communication. Specifically, they revolve around public relations, including its process, the importance of measuring its success, and steps to take to maintain that success. All of these are important, of course, as they demonstrate any public relations effort requires multiple steps. Contrary to the views of some, PR is not simply a matter of sending out a press release, getting a client's name in the newspaper, or buying an ad in a magazine. It involves planning. But as important as is each of the steps that comprise a comprehensive public relations campaign, perhaps the most important is research.

Research serves as the foundation from which a campaign is built. Further, solid research greatly improves the chances of campaign success. Generally, many campaigns begin with a concept or outline of goals. Sometimes a client will do little else than present their communicators with a wish list of things they would like to see happen. Research allows those communicators to take those goals or concepts and begin gaining a full understanding and awareness of what has been done in the past to turn similar thoughts into reality. What steps were taken? Which ones were successful? Which ones were not? Why did they succeed or fail? How much money was spent? What publics were targeted? These are a few of the key questions that are addressed in the research phase.

Once data has been collected and analyzed in the research phase, then the communicators can begin devising promotional and/or outreach strategies based upon facts, not mere conjecture, gut feelings or shallow instinct. The more hard data a communicator has, the better is their ability to come up with viable strategies that can be justified and managed. Particularly in these times of tight budgets, communicators need solid information on which to base their own ideas. Good research does that. Good research can often be the foundation from which road maps to communication success.