THE RESEARCH AND DEVELOPMENT TEAM

When thinking about PR campaigns, what is the first thing that comes to mind? Suits? Celebrities? News headlines? Journalists running around frantically trying to get a scoop? Your boss owning Michael Scott's 'World's Best Boss' mug?

Well, for all of those answers, none are truly wrong.

PR campaigns combine a whole team of unique individuals, it's like the Avengers of the media - when a plan falls through, a PR team will always be there to save the day!

But what truly makes a PR campaign hit a home run is the team behind the campaign, the research and development team. Who are the research and development team? Well, they're a mix of sorts but they all have one common goal; brainstorm the best campaign ideas and put them into action to generate the most beneficial outcome!

What goes into the research for a PR campaign? I mean, you want it to be genuine, factual and memorable...right?

Allow me to lay out the why's, how's and what's of

researching and developing a successful PR campaign

WHY?

A crucial question to ask yourself when creating a PR campaign; Why are you making this campaign? Why is it important that the world knows of the cause?

HOW?

When researching for a PR campaign, you've got to look at the bigger picture; How are you going to convey your message in a way that is engaging but will affect the overall outcome of this campaign?

WHAT?

The most critical question of all; What is your campaign about? What are the inputs necessary to generate the appropriate output into the media and gain the desired outcome? What research needs to be done? What resources will you use?

JEM'S TIP OF THE DAY

Set clear goals; write out each question you plan to answer, in detail, so you don't obtain more information than what is needed. There's a fine line between acquiring enough useful information and too much to use - which ultimately would waste your time and money, nobody wants that!

And there you have it! One campaign. Three big questions.

The mission is yours...will you choose to accept it?