Crafting a research campaign that delivers impactful PR results hinges on one crucial element: a robust brief.

But, despite its importance, many PRs will hit a briefing blind spot when commissioning research for their clients or brand. This isn't because of lacking effort, but rather the inherent complexity of translating PR objectives into actionable research questions.

Having navigated both PR and research, I've seen firsthand how a well-structured brief can transform a campaign. So, here are five steps to cut through the complexity and help you develop a research brief that sets your PR campaign up for success

1. Clarify your objectives: research vs. comms

The primary challenge is distinguishing between your research objectives/hypothesis —what you aim to discover — and your communication objectives, i.e your desired campaign outcomes. And yes, your communications objectives are important; they guide our research approach. It’s important to consider what media impact are you seeking, and why. Is it to generate news, reposition your brand, enhance credibility or elevate your client’s profile? Understanding these goals enables researchers to provide the most effective strategy, tailored to you.

2. Pinpoint your audience

A research campaign targets two distinct audiences: the survey sample and the campaign’s intended audience who will be reading the eventual press release, report, whitepaper or social content. Here at Opinium, we always remind our clients that it's important to put yourself in the shoes of that second group, while still keeping your survey sample in mind.

For example, CSOs might prioritise staff security viewpoints over broader CSO opinions, especially if the communications objective of the research is more about news generation than enhancing credibility. Perhaps issues that affect women, for example, are more interesting when compared to how the same issues affect men. Considerations like these guide sample recommendations, question framing and will help you get the most interesting, honest answers.

3. Visualise the outcome

Imagine your ideal headlines; what do they look like, and where do you envision them being featured? We love seeing your imagined results, no matter how wacky or out-of-touch you think they may be. This will allow researchers to tailor the methodology and survey design to align with your goals. And don’t forget to explain where you imagine seeing those results, as a survey designed for a feature in the Daily Mail will differ significantly from one aimed at the Financial Times.

4. Background is great

Giving background on your client and their market really helps get to the heart of what you need. Sure, researchers can work with minimal information, but the more they know about your client and their playing field, the more our questions and recommendations will truly reflect their brand narrative and value proposition.

In summary, good research tells a story, reveals surprising facts, and delivers insights that hit home with the media and your audience.