The value of market research

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For many years now I have believed that PR is at the wrong end of the communications spectrum. Time after time we take a brief, rush around, providing a solution based upon the client’s information that may or may not be based on sound market research.

Perhaps we should now be comfortable enough in our own professionalism to challenge these briefs, insist upon more in-depth market insight, supported by primary research that is steeped in market analytics. Public relations is far too often the ‘poor relation’ of the marketing disciplines and this really has to change. It will only change, however if we can convince clients that we are providing communications solutions that are based in ‘understanding’.

Perhaps we should ask why a legal clerk can charge a higher hourly rate than most PR managers? Is it because we have no choice when tied in by lawyers or is it because what we do is simply not highly valued? Large brands spend millions on market research and advertising and tiny amounts on public relations….and therein lies the challenge. To be worth more per hour than a legal clerk we need to change the way that we are perceived by delivering creative communication that is measured, is based on deeply imbedded market knowledge and which leads to improved profitability for the client.

Watch this space for the next installment…it gets better!