So you’ve decided to hire a PR firm. Now what? It might seem as simple as filling them in on what you want to do and hitting the ground running! While there are definite tactical wins that can happen immediately after bringing a partner on, a longer strategy should be rooted in research. We’re here to tell you why.

Research informs your PR plan’s direction

Research should shape your plan. Without research, your PR plan will be less measurable and could take you in the wrong direction. 

The good news is that research isn’t a one-track path. There are a dozen ways your PR team can glean knowledge to develop an informed campaign. These could include:

• Send out a survey
• Perform a content analysis 
• Analyze news stories, ads and more
• Review competitor materials
• Host a focus group
• Hold an in-depth historical analysis session with the internal team

Each of these, or a combination of them, can be done by your partner firm or outside experts, depending on the nature of your campaign. Together, they create a holistic look of the marketplace that helps you see your path forward.

Research builds trust

When you start your PR plan with research, you bring everyone on the same page before charting a new course. It’s a great reputation builder for your firm and your team. When everyone agrees on what’s working, what isn’t and where you aspire to go, you can better align tactics and produce stronger results. 

Research tells your organization’s story

Research doesn’t just include external input – it’s also composed of your organization’s historical communication and operational outcomes. Meaningful PR research examines past business successes and challenges, and considers how communication supported each. 

Your PR team will ask your team: 

• What has gone well in the past?
• What hasn’t worked?
• What are we willing to try again with a new lens?
• What would success look like in six months, in a year?

All of these questions are research, and each answer builds an understanding that will shape an impactful PR partnership. 

Want to learn more about the way Obsidian dives in to help clients make impactful, measurable PR moves? Obsidian can help. Contact us today!