Use market research to create meaningful PR plans
Do you want the CMO or CEO to pay attention when you share the results of your PR efforts? Would you like to increase the chances that your work is seen as a critical part of moving the business forward?
If yes, then I have a single, four-letter word that will help you do just that. It’s a word that is left out of most PR plans and certainly out of most PR results reports. The word is “data.”
I’m not talking about evaluating total impressions, number of placements or an increase in online mentions. I’m talking about planning your efforts against actual market research and tying your results back to that.
The bad news: Most PR and corporate communications budgets don’t provide enough money to do adequate market research.
1. Better targeted geographies. Too many PR professionals have a knee-jerk reaction when it comes to planning, especially within media relations. They say things like, “We’ll target the top 50 markets, as well as online media and bloggers.”