Recently I was the master of ceremonies at an industry conference on measuring public relations effectiveness. It is a topic that has been discussed for years with only some modest progress. With most major shifts in how an industry or discipline operates, it takes a crisis to create permanent change. One big change that can happen in an instant is for research to be used consistently to inform and guide our thinking and strategic planning. I know this sounds like a motherhood statement, but I have witnessed strong resistance over the years to dedicate scarce dollars to research in public relations.
The pressure on the consulting side of the industry to invest in research has been modest, with marketers accepting measurements such as ad equivalencies and media relations rating points (MRPs) to provide a benchmark for effectiveness. These are worthwhile ways of providing quantitative post hoc understanding. These tools are not designed, however, to test our assumptions in advance or to inform strategic options prior to execution. Research, it seems to me, is best done at the beginning (and middle) of a program, not just at the end.
Oftentimes clients are hesitant to do “more research” and consultants are happy to concur if it means re-directing monies away from tactics. Doing more of what is not working or resonating benefits no one. We owe it to ourselves and to our clients to seek understanding. That way we will elevate our practice to a higher level of professionalism, based on demonstrable insights and business results.
It is worth noting that our partners in other marketing disciplines use research consistently to craft campaigns, not just to rationalize them. We can learn from them that the best campaigns are informed by research. I know our discipline adds value, but I am not so presumptuous to suggest that everything we do, as public relations professionals, adds value every time. Only research can help us separate the good from the bad or mediocre.
Public relations professionals need to embrace research so we can do better work for clients, not fear that it might devalue our services. We don’t need a crisis to promote change; we need the courage to demonstrate that research is good for public relations and good for business.
