A colleague recently sat in on a Vocus Webinar and shared her notes with the rest of us. The Vocus Webinar was called “Does Traditional Media Still Matter?” And of course in order to comment on this subject, I’m relying on new media. Irony. Discuss.

One of the themes presented was the relationship between research and public relations. Her notes on the presentation stated the speaker indicated: if research isn’t involved it is likely not public relations.

Are the two always linked?

I found I agree with the speaker from the Webinar. Research is involved with public relations. But it points to a different problem in my mind. Labels.

What is public relations? What is marketing? I used to tell people I worked in PR, but it sounded a bit flat to me. Then TVG started using the qualifier “strategic communications”, and that fit me much better. There isn’t anything we do for our clients that isn’t strategic. And to me, strategy includes asking questions – the very genesis of research.

So can you provide PR without research? Here comes the challenge with defining PR, and the other labels that exist in this more-art-than-science field I’ve chosen as a profession. To a point, you can provide PR without research. In my opinion what you can’t provide without research, is results. I’ll give you an example.

One definition of PR is PR = media relations.

I can respond to a client requesting media attention around a subject related to their industry. I can call the press identified in the media list, pitch them my content and see what happens. Then report back to the client. OR I can do research with the client:

1. What is the news value of this subject?
2. What features/benefits are potential talking points to the press?
3. Do we have testimonials?
4. Are there specific publications or reporters you’d like to have cover this story?
5. How does the media relations effort around this pitch drive your business objectives?

Next up is to go to the media list AND do more research.

1. Has this reporter covered this story angle/company recently?
2. Which reporter at this outlet is the best target?
3. Does the audience of this outlet match my target market?
4. Are there stringers in this field who could push this into a bigger media outlet?
5. Is there an audio opportunity? A video opportunity?
6. What are the social media activities of the media outlet or reporter that I can tie in with my pitch?

Then I get on the phone, tailor my pitch to that individual reporter, and conduct ongoing field research with the reporters I reach about level of interest, likelihood of this being something they would cover, and getting ideas for the next pitch where I might be calling them for this client. Then report back to the client.

Which option would you want? Would you agree that research adds a component to public relations? What do I like so much about the second option? Even if I come up short on the measurement side of this pitch with both options, the latter gives me content, relationships and access…and that research can eventually deliver results.