Research Driven PR
We all know that good research provides an organization with very clear marketing direction. It can show us who our target audience is, what to say to people to get them to engage with a brand and the relationship between product sales and specific marketing messages. And, of course, it can show us much more than that.
As an individual who is always wrapped up in marketing and data driven research strategies I love it when other industries sing research-related praises.
PR Daily has a great article today about how carefully placed research can be a "grand slam" for organizations.
The article summarizes how publishing research results while clearly aligning and linking them to your organization's marketing strategy can be an extremely persuasive PR tool. We're not talking about just a single snippet of information - but an article with substance which promotes the organization involved as an authority on the subject.
It doesn't even have to be proprietary research - an interpretation of publically available data can work as well. It's not about being a data source. It's about story generation and positioning.
Recently we blogged about Google's new research driven portal, Think Insights with Google. Google has actually upped the ante and produced an entire site dedicated to research facts and findings. Notice how the majority of the articles and facts are related to Google's core business of internet marketing? That's exactly what we're talking about - but on a much exaggerated basis! The published results clearly have a marketing and PR purpose.