Use market research to create meaningful PR plans
Do you want the CMO or CEO to pay attention when you share the results of your PR efforts? Would you like to increase the chances that your work is seen as a critical part of moving the business forward?
If yes, then I have a single, four-letter word that will help you do just that. It’s a word that is left out of most PR plans and certainly out of most PR results reports. The word is “data.”
I’m not talking about evaluating total impressions, number of placements or an increase in online mentions. I’m talking about planning your efforts against actual market research and tying your results back to that.
The bad news: Most PR and corporate communications budgets don’t provide enough money to do adequate market research.
The good news: Within most companies’ marketing departments is a rich reservoir of market research that you can use. You just have to ask for it.
Here are two ways you can use existing market research to create more meaningful PR plans by next week.