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Research is an extremely important tool to use because it shows validity to your campaign and your posts as a public relations official. After you have found your target market that your company is appealing to, keep in mind to configure a research plan in order to correctly target your audience. There are multiple ways to do this, but the two to consider are primary and secondary research.
One of the best ways to do this is by doing primary research. Most companies have access to online survey tools like Qualtrics and other data based websites for secondary research like MRI+. It is important to know what your target market is thinking about your product or the competitive brand. In order to do so, by interviewing and having a focus group based off the common answers you have received from an online survey. The great thing about having an online survey from Qualtrics or SurveyMonkey is that they both allow the consumer to answer honestly without feeling judged. Some people in group settings won't answer honestly or there will be a certain person who speaks their mind and doesn't allow anyone else to speak. Once you have collected your primary research from online surveys and one-on-one interviews and focus groups, you can learn more about how to reach your target audience as well as sell your brand to them.
Secondary research is available throughout your organization's resources of books, scholar articles as well as online searches. It is good to know what the public thinks about you by searching your organizations name as well as the different brands that you are working for. This way you know how to approach your target market as well as make improvements for the brand and interacting with it.
Research is crucial for public relations professionals to strategize on what is best to do next for the company or brand. Without it, PR would not be efficient or doing its job. In order to reach advancement in your followings on social media and loyal customers you need to have strong brand engagement leading to customer satisfaction and profit increase for the brand. It is important to stay loyal and open with your target market, but first know how to reach them.
Sources Cited
PR Friend. (2016). The importance of research in public relations - PR Friend. Retrieved from http://www.prfriend.com/research-in-public-relations/
Sanchez, C. (2013, September 24). 3 Reasons Why Research Is Crucial to Effective Public Relations | Weber Shandwick Seattle - Public Relations and Digital Marketing. Retrieved from http://www.webershandwickseattle.com/2013/09/3-reasons-why-research-is-crucial-to-effective-public-relations/
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