How to Utilize Research for PR and Communications

Description

No matter the PR initiative or marketing communications campaign, research can be the critical factor for success. Basing your communications strategy on the actual opinions, behaviors and/or market data relevant to your key stakeholders ensures a higher likelihood that your efforts, and your organizations’ or clients’ investment, produces the desired result.

This webinar will provide an introduction to various types of research that can be used to support communications campaigns, as well as specific case studies to demonstrate how organizations successfully turn those insights into action.

Key takeaways of this webinar will be:

• How research is used to support strategic message development
• Best practices for using surveys to support internal decision-making and strategic planning, as well as for external initiatives, including media relations
• Tools and resources to utilize behavioral data and media analytics in communication strategies
• The ins and outs of research specifically for the unique needs of public policy, government and political candidate campaigns, and more

About the Speakers:

Adam Probolsky: Adam Probolsky is president of Probolsky Research; a Latina- and woman-owned, market and opinion research firm working on behalf of corporate, election, government, labor, and other special interest clients. Adam is married with three children.

Andrew Rugg: Andrew Rugg is president of Certus Insights, a full-service research firm based in Washington, DC. He is an industry leader in integrating quantitative, qualitative, and analytics research methodologies to develop applied strategic insights for clients. He’s worked extensively for a diverse range of clients, including advocacy groups, health non-profits, consumer companies, healthcare companies, and defense contractors. Before founding Certus Insights, Mr. Rugg led the fully integrated research and analytics department for a public relations agency, and also worked as an analyst at The American Enterprise Institute.

Lisa Kiefer: Lisa Kiefer is president and CEO of Sightline Strategy, which offers survey, market research and other data-driven solutions to improve internal decision-making and increase the effectiveness of external communications initiatives. Lisa has conducted research for some of the largest companies in the world, and her work in organizational leadership, research and strategic communications has spanned nearly every industry vertical. Brands she has worked with include 3M, Anheuser-Busch, Capital One, Citi, E. & J. Gallo Wines, ESPN, McDonald’s, Netflix, Procter & Gamble, UnitedHealthCare and Verizon. In addition to her role with Sightline Strategy, Lisa is the current president of the PRSA National Capital Chapter.

Moderator:

Eric M. Winkfield, Public Affairs Manager, Pepco