Posted by Sherman Whipple on November 02, 2001 at 09:12:49:
In Reply to: Research on Press Releases posted by Bill on November 01, 2001 at 16:46:08:
This is not a easy question since it varies considerably. From my experinece when an advertising agency develops a campaign using research, the discipline is normally market research. Usually, based upon client input or open ended ideation, market benchmark studies and factor studies are fielded to quantify incidence and distribution of the various attribues in the context of the audience or market. This includes both RPI of products/brands and P&E of the various media type and outlets.
This data is then used to develop the campaign, specifically the creative, mix and media selection and may be applied as well to packaging, distribution and other forms of promotion. Rarely, however, does this have much impact on publicity and PR. The reason for this is twofold - first, PR is not their primary business and second, editors.
Unlike paid space for advertising, were you can work in a spin or particular emphasis, for PR and publicity you are at the mercy of the editor. If it is too self-serving, it will be edited out, or simply not run. A good ad agency PR writer knows this, so typically the agenda is built around very simple, and common rules based upon what editors will accept.
A dedicated PR firm or publicist, on the other hand, may use some qualitative or focused methods, but most simply follow the agenda commissioned by their client. They, however, will work harder to get some spin or special agenda past the editors and into print, because this is their primary service. They really don't need to know which is the most effective message or target so much as what their client expects of them.