5 ways PR pros can become stellar researchers

From learning about a client’s industry to identifying the best reporter for a story pitch, research makes public relations efforts more effective. Here are some starting points.

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Research in the Internet Age is almost too easy.

You can do it any time of day from the comfort of your own office or home. Heck, you don’t even have to change out of your jammies. Doing your homework on a client or an industry isn’t about being nosy; it’s necessary if you want to be effective.

Here are five tactics that PR pros should use to become outstanding researchers:

1. Create a successful strategy. Every effective campaign plan needs objectives, audience information, a roadmap for how the plan will be executed and measurement tools. You gather all that important information through research.

“Extensive research can help you target the appropriate audiences, find the right influencers and even determine the most cost-effective budget,” says Chrystl Sanchez of Weber Shandwick.

2. Learn your clients’ industry, and identify their unique needs. Unless you work for an agency that focuses on a specific industry, you’ll eventually encounter a client whose business is uncharted territory to you.

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