Using Research to Drive Client Using Research to Drive Client Communications ProjectsCommunications Projects

Forrest W. AndersonForrest W. AndersonIndependent ConsultantIndependent ConsultantStakeholder Relationship Stakeholder Relationship Research, Insight and StrategyResearch, Insight and StrategyFounding Member of IPRFounding Member of IPRCommission on PR Measurement and EvaluationCommission on PR Measurement and Evaluation

Research and CommunicationsResearch and Communications

Thinking about what might be useful to Thinking about what might be useful to youyou

My backgroundMy background MBA and BM – writing programs with no MBA and BM – writing programs with no

informationinformation RD at GH – how research could add value, RD at GH – how research could add value,

make agency more competitivemake agency more competitiveDeveloped strategic planning processDeveloped strategic planning process

Based on research and insightBased on research and insight

Research PerspectiveResearch Perspective

Bring something client doesn’t know Bring something client doesn’t know (discovery)(discovery)

Organize something client knows in a new, Organize something client knows in a new, useful way (integration and insight)useful way (integration and insight)

What I’ll Talk AboutWhat I’ll Talk About

What’s useful to knowWhat’s useful to know

How it can fit togetherHow it can fit together

How to find itHow to find it

What’s Useful to KnowWhat’s Useful to Know

ClientTarget

Audience

BusinessEnvironment

The ClientThe Client

What should we know?What should we know?

The ClientThe ClientWhat should we know?What should we know? Business goals, strategiesBusiness goals, strategies Business opportunities, threatsBusiness opportunities, threats Client strengths and weaknessesClient strengths and weaknesses Communications goals, strategiesCommunications goals, strategies Target audiencesTarget audiences

Behavior client seeks from target audienceBehavior client seeks from target audience Insight into business environmentInsight into business environment Why they called Why they called

The Target AudienceThe Target Audience

What should we know?What should we know?

The Target AudienceThe Target AudienceWhat should we know?What should we know?

How develop messages and communications tactics?How develop messages and communications tactics?

InterestsInterests

ActivitiesActivities

BeliefsBeliefs

Lifestyle, life-stageLifestyle, life-stage

LanguageLanguage How determine media channels?How determine media channels?

How they gather informationHow they gather information

What sources most credibleWhat sources most credible

The Business EnvironmentThe Business Environment

What should we know?What should we know?

The Business EnvironmentThe Business EnvironmentWhat should we know?What should we know? Physical environmentPhysical environment Economic environmentEconomic environment

MacroMacro

CompetitionCompetition Regulatory/legislative environmentRegulatory/legislative environment Technological environmentTechnological environment Socio-cultural environmentSocio-cultural environment

Trends and issuesTrends and issues

How It Can Fit TogetherHow It Can Fit Together

Communications ModelCommunications Model

ClientTarget

Audience

Business Environment

Why Do I Need All This Stuff?Why Do I Need All This Stuff?

Can we really communicate what the client wants to say to the target audience?– Believable?– Persuasive?– Intelligible? (In audience language?)

Should the message be what the audience wants to hear?– Express client offering or position?– Carry client message?

Why Do I Need All This Stuff?Why Do I Need All This Stuff?

What’s the most credible and effective medium?– Newspaper?– Radio?– Word of mouth?– Presentation?– Internet

–Website–Blog

Why Do I Need All This Stuff?Why Do I Need All This Stuff?

Is there anything happening in the world that I can use to my client’s advantage– Social issues?– Technological trends?– Strength or weakness of economy?

Why Do I Need All This Stuff?Why Do I Need All This Stuff?

Is there anything happening that poses a challenge?– Competitive entries?– Reg/leg initiatives?– Green environmental issues?

What Does What Does Research-Based Thinking Research-Based Thinking

Do?Do?

Support Client Support Client Business ObjectivesBusiness Objectives

Demonstrate you understand business objectives

Demonstrate you have identified the right target audience – Understand what’s in their heads– Understand best ways to reach them

Demonstrate you understand the client-internal and external trends and issues likely to affect communication

Develop the Develop the Most Effective MessageMost Effective Message

Carry client message/point of view Use arguments and language believable

and appealing to target audience Target media that reaches audience and

is credible

Engage the Engage the Business EnvironmentBusiness Environment

Identify trends and issues that can carry your client’s message Obamacare Federal government gridlock Gun regulation MOOCs

Engage the Engage the Business EnvironmentBusiness Environment

Identify and prepare for trends and issues that might have a negative effect

How To Find ItHow To Find It(Research Techniques)(Research Techniques)

Research TechniquesResearch Techniques

SecondarySecondary LibraryLibrary OnlineOnline Client/employerClient/employer

PrimaryPrimary Qualitative (focus groups, dyads, triads, one-Qualitative (focus groups, dyads, triads, one-

on-one interviews)on-one interviews) Quantitative (surveys)Quantitative (surveys)

Some Secondary ResourcesSome Secondary Resources

The libraryThe library Investment analyst reports on industry and Investment analyst reports on industry and

competitorscompetitorsValue LineValue Line

MorningstarMorningstar Industry analyst reportsIndustry analyst reports Online data bases (San Francisco PL)Online data bases (San Francisco PL)

Some Secondary Resources Some Secondary Resources

SEC filings (EDGAR)SEC filings (EDGAR) Annual reportAnnual report

Management discussionManagement discussion

Accountant’s notesAccountant’s notes

CEO/Management message to shareholdersCEO/Management message to shareholders Client and competitor websitesClient and competitor websites

Corporate descriptions/positioningCorporate descriptions/positioning

Product/service descriptions/positioningsProduct/service descriptions/positionings

Some Secondary ResourcesSome Secondary Resources

The clientThe client Market ResearchMarket Research Data basesData bases Investor and industry analyst reportsInvestor and industry analyst reports Business planBusiness plan Marketing planMarketing plan Competitive analysesCompetitive analyses Stakeholder surveysStakeholder surveys

Some Secondary ResourcesSome Secondary Resources

General news coverageGeneral news coverage GoogleGoogle BingBing

News servicesNews services LexisNexisLexisNexis Dow Jones FactivaDow Jones Factiva

Things to RememberThings to Remember

DiscoveryDiscoveryIntegrationIntegrationPlanning informationPlanning information Client/EmployerClient/Employer Target audienceTarget audience Business environmentBusiness environment

Questions?Questions?