Deck 5: Managing PR Research, Data-Driven Media Relations

Question 1

Write a brief essay describing a potential research project you might undertake as a PR professional working for a client. Be sure to identify the key elements of the project that you need to explain to a research supplier in an RFQ.

Answer 1

Such an essay should include:
$\bullet$ A brief description of the project, including any previous efforts and available research that could be helpful.
$\bullet$ If available, a summary of the project brief and anticipated creative.
$\bullet$ A description of the PR program or project as it currently is envisioned.
$\bullet$ Information that the PR professional would find valuable in creating messages, branding approach (in keeping with current strategy), addressing needs and information desires of target audiences.
$\bullet$ Estimated budget for the project.
$\bullet$ Timeline for developing the research, launching the program, receiving results and creating a presentation of the outcome with suggested actions.

Question 2

Write a letter to a potential research supplier asking for a meeting to discuss a project. Be sure to include what you would like to discuss and what the supplier should be prepared to demonstrate or discuss in the meeting.

Answer 2

An invitation to bid on a project should include:
$\bullet$ A brief summary of the project, without naming specific topics that will be promoted.
$\bullet$ A generalized timeline - to make sure the supplier does not have conflicts with other work.
$\bullet$ A general description of the work expected, with the disclaimer that it could change and that creative and innovative ideas from the chosen supplier will be welcome and expected.
$\bullet$ Requests that the supplier present a summary of work in the same industry and an overview of the firm (if new to the hiring company) and work processes.

Question 3

Look up research suppliers in your area on the Internet. By reviewing the web?
sites of two suppliers, make a list of what you see as strengths and weaknesses and then write a letter to your boss recommending one, both or neither for a PR research project.

Answer 3

This project will be subjective and depend on the project being envisioned by the student. It might be valuable to invite one or more research suppliers to speak to a class.

Question 4

Look for advertising or PR claims that seem too good to be true. Try to find the source of the information, especially statistical claims. Look for the "methodol?
ogy" explanation and write an essay as to why the claims may or may not hold up.

Question 5

Write an essay examining why numbers are so potent in pitching stories to jour?
nalistic outlets. How can data be more powerful than a good narrative?
What kind of news is best illustrated with data?

Question 6

Think about your desired career field and how data might be used to promote it to news outlets. Go beyond sales or financial results and think about other areas such as research and development or real estate as they relate to your desired field. Do some research on companies in the field and write an essay about whether you find them using data and what you conclude.