5 Research in Public Relations
Introduction
Research is the backbone of every successful public relations (PR) campaign. Without it, PR strategies risk missing the mark, targeting the wrong audience, or failing to deliver measurable results. This chapter explores the types of research PR professionals use, how to analyze an audience, and how research supports the RACE model of PR planning.
Why Research Matters in PR
Strategic PR begins with solid research. It helps practitioners:
– Define goals and target audiences
– Inform message strategies and tactics
– Evaluate success and refine efforts over time
In short, no research means no reliable results. PR professionals rely on data to support decision-making and demonstrate effectiveness.
Types of PR Research
There are two main categories of research in PR:
– **Primary Research**: Original data collected directly by the PR team, such as:
– Surveys
– Interviews
– Focus groups
– **Secondary Research**: Existing data gathered from outside sources, such as:
– Industry reports
– Academic articles
– Public databases
– News coverage
Qualitative vs. Quantitative Research
Research methods are often classified as qualitative or quantitative:
– **Qualitative Research**: Explores motivations, opinions, and experiences through open-ended methods such as interviews and focus groups.
– **Quantitative Research**: Measures patterns and behaviors using statistical methods such as surveys, polls, and web analytics.
Each approach provides different insights, and the best campaigns often combine both.
Audience Analysis
Audience analysis is a core task in PR research. It helps practitioners answer key questions:
– Who is our audience (demographics, values, interests)?
– What do they care about?
– What motivates them to act?
– Where do they get their information?
– How can we best reach and persuade them?
Effective audience research leads to smarter messaging and better outcomes.
Connecting Research to the RACE Model
The RACE model (Research, Action, Communication, Evaluation) places research at the beginning of any PR effort. Here’s how it fits:
– **Research**: Understand the issue, audience, and context.
– **Action**: Use that insight to plan strategies and set objectives.
– **Communication**: Craft messages that resonate with your target audience.
– **Evaluation**: Measure the results using the same baseline research tools.
Research isn’t just a first step—it’s a continuous process that informs every phase of a PR campaign.
Case Example: Research for a Nonprofit Campaign
Imagine your team is creating a PR campaign for a local animal rescue nonprofit. Your first task is to research the audience. You might:
– Identify key supporters (e.g., pet owners, donors, volunteers)
– Research their values and motivations
– Use surveys, social media analysis, and website traffic data to learn more
This foundational research helps shape everything from messaging to media channels to the call to action.
Conclusion
PR research is not optional—it’s essential. By collecting data and asking the right questions, public relations professionals can target the right audiences, craft persuasive messages, and prove the value of their work. In a fast-changing media landscape, data-driven decision-making sets successful campaigns apart.
