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Most people reading this article understand the importance of research. They know that they should be researching many aspects of their business, especially when it is related to public relations, but not everybody knows all aspects of their business or campaign. This article covers all the aspects of research that you need to consider:

• Policy/ Belief/ Objectives- The first thing you need to look at, whether you are working for yourself or on a campaign for someone else, is to research policies, beliefs and objectives. What do you believe and what do you want to achieve?
• Background Information- What information, around your basic belief or objective is relevant? Have you done enough research to find out what is relevant and are you able to pass this message on to other people in an easy to understand manner.
• Target Publics- Have you done enough research on who your publics are and what they believe and feel? Is there more than one public you can target? What is different about each of them?
• Message Options- How do you tailor your message? There are a variety of persuasion techniques you can use. Do you need to use more than one persuasion technique?
• Media and Medium Choices- Do you approach mainstream media organisations such as newspapers, TV and radio stations? Or do you go straight to your audiences yourself with a website or blog? How about a combination of both?
• Campaign Evaluation- If you forget any of the above, make sure you do not forget to evaluate everything you do. This is the most important research you can do for your business- by far! Campaign evaluation enables you to understand what has worked, what hasn’t and hence improve your message moving on.

You do need to research, and if you are smart enough to realise you need to do research, then you need to ensure that you include all the above areas in any research that you do to be most effective.

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