PR research is a communication instrument that is focused on strengthening an organisation’s reputation. This is done by linking the organisation’s name to a specific theme. Based on the research results, the organisation can link the selected theme to itself in a relevant context in the media.
Our approach used for PR research is somewhat different from standard market research. Whereas standard market research has us looking for answers to questions, the principle of PR research is the exact opposite. We have the information we want and tailor the questions accordingly. We always begin a PR study with a kick-off session during which we look for headlines. During the kick-off, we basically determine what we want the results of the research to be. We prefer dividing the questionnaire into several brief themes. This makes it possible to earn publicity with the acquired information several times over.