Marketing Sense
PR Etc. is a full-service public relations/communications firm that provides its clients with a direct, customized service that meets their specific needs. We recognize that no two clients are exactly alike, and as such, each has varying priorities, objectives and business goals which they want to achieve through a strong marketing program. Our blog, MarketingSense, will provide you with expertise and insight on how to most effectively market your business, organization, products and/or services.

Archive for June 17th, 2008

The Red Flags of Research

Add comment June 17th, 2008

One of the greatest responsibilities you have as a PR professional is to provide the media and public with accurate and credible information. Disseminating false or inaccurate information is a quick and easy way to tarnish your reputation and lose the trust of the public and news editors. Research is one of the best ways to confirm and validate your information, but there are some red flags you should watch out for.

When determining the credibility of the research information, you want to be aware of the authority of the author. Does the person have expertise in the subject, and what is their reputation or qualifications? Also pay attention to the researcher’s coverage of certain topics. How in-depth is it? If the research is only one-sided, you may run into objectivity issues. Another objectivity red flag is if there are advertisements in the research publication.

For increased accuracy, verify your facts with multiple resources. Aside from being a tool to improve the accuracy of your information, research also helps you scan your environment and be proactive about issues and opportunities for your organization.