How Research is Used in PR Campaigns

Lindsey Cole, Assistant Director

Edited by: Victoria Reyes

Public Relations (PR) is a dynamic profession where campaigns help organizations or

individuals maintain a positive image in the media. The foundation of successful campaigns rests on effective research. This is crucial for PR professionals as it allows them to understand their audiences, competitors, the media landscape, and the messages they aim to convey. Additionally, tracking the effectiveness of PR campaigns through various metrics is essential throughout the campaign lifecycle.

One of the most valuable resources for research is the Insights page within Meta Business Suite. This platform provides analytics for connected Facebook and Instagram accounts. By analyzing engagement and reach, PR professionals can determine the optimal times to post specific content. Understanding audience demographics, also available in the Business Suite, helps in crafting tailored messages. Competitive benchmarking is another essential research method that involves comparing page likes, changes, and published content. These insights should be reviewed both in the planning phase and during the campaign to assess its effectiveness.

Another framework to consider is the PESO model, which encompasses Paid, Earned, Shared, and Owned media. Gini Dietrich discusses this concept in her Spin Sucks Podcast, where she introduces the idea of creating content hubs. These hubs organize content in a structured and interconnected manner, allowing PR professionals to see how different media types interact. For a deeper dive into creating these content hubs, refer to the episode titled "Are You Creating the Best Content on Earth for Your Topic?"

By understanding how an organization’s media is interrelated, PR professionals can identify content gaps and determine what needs to be developed further. As PR continues to evolve, leveraging research is crucial. It equips professionals with the insights necessary to adapt to changes within their organizations and the industry, ensuring they can deliver quality work consistently.