By: Dan Brew, Jargon Group Cardiff
The use of research can help to elevate a PR campaign by leveraging insights to engage an audience. Insights can take a campaign from good to great by making it resonate with the intended reader. Without insights, content can lack the ability to truly convince readers, especially in an age where the use of data is viewed as essential.
Planning for success
Not all research is good research and it must be well defined from the outset. The ultimate objectives should be clear, whether that’s to raise awareness or assess opinion on a certain topic. When it comes to the audience, the demographics can be segmented based on age, location and job title, for example. Key decision-makers and C-suite executives can be targeted as part of a B2B research campaign to gauge their views on the issues affecting them and their organisations, to then be shared with other industry decision-makers.
There are multiple ways in which research can be carried out. It can be split into qualitative and quantitative, qualitative can capture insights whereas quantitative can be used to collect data using methods such as questionnaires. Deciding on the research method can help to uncover the right information and insights to successfully underpin a media campaign.
A winning formula
One of our clients in the IT channel recently partnered with leading research firm Censuswide to survey 250 respondents working in UK-headquartered Channel businesses to uncover insights into current market trends. Numerous publications have covered the research, with multiple interview and thought leadership opportunities coming to fruition, proving it is a winner with the press.
Even during the most challenging of times, research can give a campaign that cutting edge. The economy today both in the UK and abroad is facing real headwinds, but organisations mustn't miss the opportunities to stand out and strengthen their positions in the marketplace to boost commercial growth. Why not get in contact with us to see how research can make a difference to your business?