How To Do A PR Campaign The Correct Way: Research
Any successful PR campaign must involve research at different levels. As a whole, this process allows professionals to understand their client, its publics, and any goals the organization may have.
image: https://leverageedu.com/blog/research-design/
For a profitable PR campaign that pleases both the PR professionals and their clients, research must be done before, during, and after the process as a whole. There is no creative, writing, or implementation of ideas until research is done on a client and their various publics. A message can be well thought out, creative, and well written, but without research, there is a large risk for it being unsuccessful.
Types of Research and Their Purpose
The most common type of research done when creating projects or campaigns is known as formative research, or "data on which you will build your communication program."
Inside this sector of formative research, there are two different types: strategic and tactical. Strategic research focuses more on the accumulation of information about affairs and audiences that could potentially affect an organization. On the flip side, tactical research "is information obtained to guide the production and dissemination of messages."
Why Is Situation Analysis Even Relevant Here?
Now that you understand more about the strategy-focused formative research process, the next step taken for a successful campaign/project is situational analysis. Situation analysis is the steps taken to observe the internal and external situations that an organization may be facing. Another way to think about this: solid situation analysis can give PR professionals a starting point for a planning process and can even prioritize actions. A public relations situation can be viewed as either an obstacle or an opportunity. Seems simple enough, right? This road becomes a little rocky when two members of a team may see the situation in two completely different lights. In order to stay on the straight and narrow, team members must work and reason together to approach any given situation from the same viewpoint.
Well, How Are The Two Actually Related?
Situational analysis is where all of your hard work comes to life. Essentially, it is a summary of everything a team learned during their research or discovery process.
It is not only a research summary, but more of an analysis of what the problems recognized and the situation mean.
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