Flynn Wright: Why Research Should Be Step One in Your PR Strategy
Research is an often underutilized component of public relations work. Despite this, it remains the single most important part of a comprehensive PR plan, allowing public relations professionals to identify and understand our audiences, develop key messaging and determine accurate goals upon which to set objectives, strategies and tactics. Because without research, how do we really know we’re targeting the right audience or sharing the right message? You might as well throw your plan (and money) out the window.
At Flynn Wright, research is step one in the strategy we develop for our clients. In fact, research is so important to our work that we have our own department dedicated to it. Having an in-house research team brings a myriad of benefits. From certified focus-group moderators, survey designers and data analysts, research touches everything we do at Flynn Wright, and nearly all our clients take advantage. Our full research offerings include:
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Audience segmentation and prioritization
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In-depth interviews (for example, with county/community leaders/influencers)
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Online and in-person focus groups
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Consumer surveys (more than 30,000 annually) deployed through participant panels, email/online, telephone and mail (whatever is most efficient)
The public relations and research teams work closely together at Flynn Wright, using the data and insights from surveys, focus groups or interviews to inform the strategic plan for a client. It sets RPIE into motion, and with client understanding and approval, we’re able to move forward with implementing engaging campaigns that effectively meet the goals because our measurable objectives are rooted in relevant, timely research. This complete evaluation process is then presented to the client, providing a holistic view of how services complement each other to better the campaign as a whole.
Interested in working with the Flynn Wright research team? Contact Jeff White, Senior Vice President & Associate Partner at Flynn Wright.
