Good research is still an essential underpinning of an effective public relations campaign. The current landscape is saturated with “studies” and not all of them credible. Plus, technology and consumer behavior continue to impact how research gets done.
Yet as much as the world around us changes, some things stay the same. It’s still about thoughtfully executed research, applied to client challenges in the most strategic possible way. We recently welcomed a representative from Harris Interactive, a global market research firm, to our boardroom to explore how today’s multi-screen world is changing the research industry—and got a few good tips on how to utilize research effectively in PR. Here are a few things we learned.