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The Why of Public Relations Research

Share the goods.

Reporter conducing an interview

This has to be our one gazillionth blog on the topic of public relations research, but it’s worth repeating and we really like to be heard. You don’t have to take our word for it, but we were named a Top 200 PR Agency by Forbes…so we may know a thing or two.

When you’re first entering your career or are busy learning about PR in college, research is kind of skimmed over. What we really want to drive home is research is how you will stand out in a sea of pitches. According to SpinSucks only 3.27% of all PR pitches sent are ever responded to by the reporters being targeted; even less convert into coverage. This means that, on average, it takes about 31 media pitches to journalists to get a response to any one of the pitches you send. 

Holy Sh*t.

The research component isn’t hard, but it is most definitely time-consuming. You will spend the majority of your time as PR pro, Googling, stalking, calling around, reading and writing. 

The Sitch

You have a new client and they want to launch a new STEM toy in the U.S. and will be competing with brands like Fisher Price, Osmo, LeapFrog Goldieblox and more. Where do you start?

  • Gather all the information on the client product and review market research the company conducted.
  • Review competitor coverage (see Diagram A). Depending on the media program you use (we use Muck Rack), you can run reports over a certain time period per competitor company.
  • Review industry articles (See Diagram B). We also recommend doing a deep dive into how the media has covered STEM toys in the past, run a keyword search to get a feel for how you will need to pitch the client’s product.

Through our research we were able to ascertain that in terms of revenue, North America accounted for over 33% market share in the STEM toys market in 2019. The region has historically represented a prominent level of enthusiasm toward toys and games, whereas the landscape for learning toys is rising. The toys market in North America is expected to witness traction and high demand, owing to the impact of COVID-19 post-2020. Moreover, an increase in annual savings of end-users and their enhanced spending sentiments due to the economic recovery have increased the demand for sophisticated and high-end toys in US households.

Diagram A

Diagram B

Only after you’ve done EXTENSIVE research, do you begin building a launch strategy which will include timing, media targets, storylines and more.

It’s a whole lot more than pulling a media list, writing a pitch and sending a mass email to,  more than likely, the wrong reporters.

Words of Wisdom

Less than authentic professionals taking shortcuts make our jobs much harder when it comes to garnering earned media for our clients. It’s a spray and play mentality.

You will hustle harder than anyone else. Is it hard as hell? Yes. Is it rewarding? Hell yeah. If you are drawn to a 9 to 5 job, this ain’t the right field for you.

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FUN FACT FRIDAY: It’s only fitting for us to own a building where a trailblazing female operated her businesses in 1906. The Phillips family represented one of the longest-running retail tenures in Grand Rapids history; L.E. Phillips Jewelry in the 1365 Plainfield Ave. building from 1906 until 1973.
Dr. Eva Phillips, a certified and licensed optometrist ran her practice out of the jewelry store’s secondary parlor and was an equal partner in the jewelry store.

Together, they offered a unique one-stop shot which expanded to include appliances, record players, and more. The couple operated the shop through two World Wars and the Great Depression, acting as the neighborhood matriarch and patriarch.

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FUN FACT FRIDAY: It’s only fitting for us to own a building where a trailblazing female operated her businesses in 1906. The Phillips family represented one of the longest-running retail tenures in Grand Rapids history; L.E. Phillips Jewelry in the 1365 Plainfield Ave. building from 1906 until 1973. Dr. Eva Phillips, a certified and licensed optometrist ran her practice out of the jewelry store’s secondary parlor and was an equal partner in the jewelry store. Together, they offered a unique one-stop shot which expanded to include appliances, record players, and more. The couple operated the shop through two World Wars and the Great Depression, acting as the neighborhood matriarch and patriarch. @crestongr @crestoncorridor @crestongrandrapids @citygrandrapids @grandrapidspubliclibrary

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If not, a) you’re missing out and b) you need to follow immediately. Hosted by @bodespeaks, episodes drop every other week, and feature some pretty bada$$ guests if we do say so ourselves.

This week, Kim sits down with @kelsey_orchard , VP of Marketing and Communications at @fifthwheelfreight to chat building a personal brand, Gen Z entering the workforce, misconceptions about logistics, spotting fake LinkedIn profiles – oh and why your GPA doesn’t matter anymore.

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Have you tuned into The Happy Hour Hustle Podcast yet? If not, a) you’re missing out and b) you need to follow immediately. Hosted by @bodespeaks, episodes drop every other week, and feature some pretty bada$$ guests if we do say so ourselves. This week, Kim sits down with @kelsey_orchard , VP of Marketing and Communications at @fifthwheelfreight to chat building a personal brand, Gen Z entering the workforce, misconceptions about logistics, spotting fake LinkedIn profiles – oh and why your GPA doesn’t matter anymore. Grab a watermelon margarita, sit back and enjoy for lots of laughs and real talk. Listen now at the link in bio.

National Perimenopause Month starts today. We have a LOT to say, and we’re not going to be quiet about it, especially this month, so buckle up.

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When we normalize perimenopause and the conversation around it, we stop isolating, and we’re all more prepared.
Join us for Uncomfortable Conversations: The Pause on September 24th — a powerful conversation hosted alongside the @smallbusinessassocofmichigan
Women’s Business Council, featuring some kicka$$ experts who will give you the real talk on perimenopause (more to come on them later).

Register at the link in bio.

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National Perimenopause Month starts today. We have a LOT to say, and we’re not going to be quiet about it, especially this month, so buckle up. We were not prepared for perimenopause, much like our periods, sex, or anything else to do with our bodies. God forbid we talk about it openly. We were taught to be ashamed, keep quiet, and to accept that it is just part of being a woman. We reject that narrative. In fact, like @bodespeaks, we want to bring it up in every conversation. When we normalize perimenopause and the conversation around it, we stop isolating, and we’re all more prepared. Join us for Uncomfortable Conversations: The Pause on September 24th — a powerful conversation hosted alongside the @smallbusinessassocofmichigan Women’s Business Council, featuring some kicka$$ experts who will give you the real talk on perimenopause (more to come on them later). Register at the link in bio.

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Open post by 8thirtyfour with ID 18089775152664042
You asked, we delivered. Introducing the Women's Owners Network - a new program built for what comes first, joining our proven Fellowship model to support Michigan women at every stage of business ownership. Whether you've got a team of 10 or it's just you and your laptop, you deserve a room full of women who get it. Six months of leadership, finance, operations, capital access, paired with real support for the isolation, emotional volatility, and decision fatigue that come with owning your own business. You'll have your own board of directors in your corner, including @bodespeaks plus a group of mentors, instructors, and coaches who've been exactly where you are. Applications due October 1. Apply now at the link in bio.
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