I have had to do research for papers and presentations since middle school, they started out simple and evolved to be loner in length, more in depth, and contain more details. I have learned over the years the best practices for researching topics or ideas. These included not relying on Google as your only place of research, how to find and use trade journals and research databases, and how to narrow my searches so they produce the results I am looking for.
Not only have we been taught how to research for classes we also research everyday in our own lives. According to internetlivestats there are over 40,000 Google searches done every second. Whenever you search for something or investigate a product you are doing research. We all Google things before we buy them or look for reviews on an item. We Google restaurants, stores, parks, directions, our lives are basically filled with different research all day every day.
There are two types of research that can be preformed secondary and primary. Specifically, primary research in PR is research performed by you, a client, or your firm. This type of research can come in a variety of ways including surveys and focus groups. Secondary research is research that has already been performed by a third party, this research can be found online, in trade journals, or scholarly articles.
Research allows for people working in PR to learn about a client or potential client. The person is then able to present the best possible solutions to the client while sticking to the company’s brand. Research can also help you come up with a strategy for a client, starting with the campaign but also including creating a good budget for the campaign. Research also allows for people in PR to evaluate why past campaigns for clients have failed or why their service or product isn’t performing as it should. This then allows for them to correct and give advice on what is needed to fix the problem they are having.
Another aspect of PR that can be helped with research is media relations. Research can help with telling a story and creating content for a project. Not only this must research can show you where your client has been active in social media and what outlets they are using to express their ideas and products. After a campaign has been put into place research will be used to investigate how it is performing and its overall success.
Research also allows for PR professionals to prepare for change and follow industry trends. Through this they are able to best represent their clients and adjust to what is working best currently, in an industry that is ever changing.
When starting out in my journey to obtaining my degree in Advertising and Public Relations I was not aware of the amount of research that is needed to have a successful career in the field. I now know the importance and look forward to being able to use the many skills I have learned over the many years of schooling.
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