PR research and its evaluation is considered to be one of the most important and necessary procedures in conducting a broad PR campaign. 

The criteria for evaluating PR campaign may differ from the type of activity and are determined taking into account the specifics of the market in which the client works, the scale, status and structure of the company, the history of media relations and the level of PR activity of the company.

PR studies can be used both in the development of complex PR-campaigns and current PR-activities.

The main objectives of the PR study are: determination of the optimal PR strategy of the company, formation of tactical tasks of the PR Department on work with different target groups

Tasks:

• Assessment of the level of reputation of the company
• Comparison of reputation with European standards and competitors
• Identification of groups that have a low reputation score in order to actively work with representatives of these groups
• Identification of aspects of the company’s activities that form positive reputation assessments
• Identification of weaknesses in the company’s operations that have a negative impact on its reputation
• Comparison of assessments of different target groups
• Identification of priorities for further work to improve the company’s reputation among target audiences

Target audiences of the study can involve:

• Dealers
• Media representatives
• Corporate clients
• Experts, market analysts
• Representatives of recruitment agencies
• Partners of the company (technical, advertising, marketing)
• Experts in the field of social responsibility
• PR specialists of other companies
• Public authorities
• Top management of the company
• Company employee

  Public relations research can be conducted by qualitative and quantitative types of research.