Once, a wise man said when you travel remember that a foreign country is not designed to make you comfortable. It is designed to make its people comfortable. following this principle, when you devise a public relations campaign, especially targeting a diverse public, you must find a way to make your campaign comfortable and effective for the target public; your campaign may or may not be comfortable for you because your comfort is irrelevant. You must able to conduct research to determine what will make the campaign comfortable and effective for its intended public.
Research in public relations serves several functions and therefore is conducted at many stages of a public relations campaign. Generally, consider research as a tool for building client relationships before you even begin planning a campaign. Then, use research as a major resource to plan, monitor and evaluate the effectiveness of the campaign.
In part two, I will highlight the effectiveness of campaign planning.
Ahmed Malik is Account Manager at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me