Hello again! Welcome to my last blog post for a while. *tear*. Fear not, my farewell post is on the super interesting topic of PR research and goal setting. Please hold the applause until the end.
It is safe to say research is an important part of most areas in life, especially for brands and organisations. Research allows us to know what our customers want, like and dislike. From this research, decision can be made with some knowledge on how the customers or audience will react. It is important we actually research and collect the correct data for what we need.
An example of misuse of research data was when Arnott’s released the new shapes flavour and their customer base went into meltdown.
Clearly this guy is hating life.
Although they had conducted research with the new flavour which came back positive, the participants were not asked which flavour they preferred. The obvious answer to this question is the original flavour, and if you think otherwise I would get your taste buds checked out immediately.
- Generates publicity
- Helps formulate strategies
- Monitor competitors
- Monitors issues
I would be lying if I didn’t admit any form of statistics or proven facts makes me 100% more likely to support or buy something. Therefore, anything with sufficient research attached is more likely to generate publicity. ALSO with research you can ensure it reaches the correct publics/target audience.
Now things get a bit more technical. There are two types of research methodologies used in PR. These are quantitative and qualitative. Before you exit because those words sound like maths is involved, hold on, they are actually quite simple.
Quantitative research is expressed in numbers. These can be used to verify situations which we already know kind of exist. This data can be collected through surveys and questionnaires. These results usually determine how many people share an attitude or belief. So it studies more on HOW many people feel this not WHY they feel this.
Qualitative research is worded data, which explores feelings, attitudes and emotions. These are considered discovery based methods. This is usually collected through focus groups or in-depth interviews. These results give an insight into actually why people hold their attitudes or opinions.
Neither of the data is better than the other but Quantitative is considered more objective and qualitative subjective.
So once all the research has been completed, it is time to plan your goals and objectives. Goals and objectives are made by evaluating the data collected and asking “where do we need to go?”. It is important the goals relate to the research and reflect the needs of the publics and the organisation.
S.M.A.R.T goals is an acronym which assists in ensuring the goals and objective set are relevant and are likely to be achieved. There is no point setting a goal or objective which is near impossible to achieve. I’m all for big goals but when it comes to running an organisation, goals need to be smart.
This cute video describes smart goals in 75 seconds.
My goal to one day be star of The Bachelorette is probably not S.M.A.R.T, as I am not a model, I don’t have boys flocking to date me, I am only 19 and generally am horrible in front of a camera, although I will not give up hope. But anywaysssss…
An example of a (and generic) smart goals is “I currently weight 70kgs, I will lose 5 kgs by the 2nd of January by going to the gym three times a week and limiting the amount of sugar I eat”. I don’t recommend setting this goal as you may bore yourself to death.
Caio for now, this has been fun. Romy out.