When your business faces a major challenge or opportunity, knowing where to start can be overwhelming.
Research is a critical first step.
Before you can develop a strategic public relations program, you must understand what is known – and what is not – to minimize assumptions and develop a clear picture of the situation. This helps you set realistic expectations for goals and objectives, as well as decide with increased certainty which strategies and tactics to pursue for the greatest return on investment.
Most importantly, research gathers insights about the target publics of your campaign to help you communicate with them effectively.
Over time, five simple questions have emerged as the foundation for our research:
- Who do you want to reach?
- What do they already know about you?
- What do you want them to know?
- How are you going to reach them?
- What do you want them to do?
Asked at the start of a client relationship or campaign, these questions help us conduct the research essential to achieving your opportunity for commercial gain or overcoming your challenge. Time and again, they have successfully guided our strategic planning process.