Not only does it help your business gain exposure, it places you directly in view of your target audience. It is important for any brand or business to get involved in for a number of reasons, starting with the significance of PR Research

What is PR research? 

Organisations work around the clock to attract new customers. Whilst it’s important to maintain a constant flow of interest, retaining them is just as important to secure success. There are four main types of research a public relations specialist may use to achieve these factors, including:

Applied research: Applied research simply relates to the type of research conducted to find the answer to a problem or question. 

Theoretical research: Otherwise known as basic research, theoretical research is based on curiosity.

Quantitative research: Quantitative research can be measured. 

Qualitative research: Unlike quantitative research, qualitative research is research that cannot be accurately measured, because it isn’t possible. Instead, qualitative research focuses on both the quality and opinion of something. 

The importance of PR research for your business

By the end of your PR research you should be able to identify your competition and why they are a threat, have a greater understanding of the industry you operate in, identify your customers’ expectations and needs and understand how what you say can affect their interest. 

There are a number of reasons why PR research is important for the success of your business. Not only does it increase customer awareness, PR research also guides your approach to potential and current customers based on what they react best to. With this information, you can tailor your approach to make sure they take action upon it. Well conducted research provides unbiased information. This paints a realistic picture of how members of the public recognise the organisation. If organisations only considered what areas of the business could be improved, they would risk not fully understanding the aspects that need considerate improvement which might result in loss of business. 

As one of the most credible methods of promotion, there’s no wonder audiences are more likely to trust and positively respond to messages from an unbiased source. Customer feedback provides marketers with the insight they need to improve their business accordingly to enhance the customer experience. This research helps the organisation shape its public relations messages on what matters most to the public, not to the business. Press releases that include interesting, unique information are available longer than those without the evidence to back them up. So not only does it get published and shared, providing your audience with hard facts heightens your authority in your industry, it lets customers know that you care and listen to their feedback. 

Despite the effectiveness of PR being difficult to measure and identifying the impact it has on your audience a challenge, businesses can take into account the number of press clippings that mention your brand, products or services by calculating the total amount of media impressions you obtain in a set period of time. You can look out for spikes in impressions, leads and sales that may occur after or during a major PR campaign or when a press release has been published to measure the return of investment to identify if it was worthwhile.