How Do We Know? The Value of a Data-driven public Affairs Strategy

By David Iannelli

How do we know? It’s a simple question that consultants and trusted advisors should ask ourselves whenever we propose a course of action to a client. How do we know we are recommending the right strategy, communications theme, message or other tactic?

What proof can we point to now or six months from now when someone asks why we pursued a particular strategic path?

We shouldn’t hesitate to ask our clients the same question as it can compel them to pause and consider whether their chosen strategy is the correct one. Just asking the question also helps position us as that trusted advisor.

The answer may be simple. We may already have evidence, ­either proprietary research conducted on behalf of our client or even public data ­ that supports the proposed approach.

On the other hand, if we don’t have an answer or support for the recommendation, the approach can only be based on groupthink, anecdote or someone’s best guess, and we run the risk of wasting resources or alienating audiences.

Without a foundation of data-driven insights to support our recommendations, we are only as good as our next brilliant idea. That’s not to minimize the importance of great ideas, but they are much more likely to achieve desired outcomes when built upon objective research.

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Research offers far more than a means to track a political horse race or generate an attention-grabbing headline. It leads to the development of insights — a core feature of our point of view.

The research process begins with systematic collection of data. Analysis of that data reveals findings, and then evaluation of those findings, through the lens of expertise and experience, provides insight into the best strategies and tactics for our clients.

Research can benefit every stage of a client engagement. We can identify:

• What is the opinion environment in which the client is operating

• Who we need to engage to achieve the client’s business goals

• What those audiences currently think of our client and the issues they face

• Which messages and creative concepts are most effective in closing any knowledge gap, shifting opinions and fostering engagement

• What are the most efficient channels for reaching the audiences

We also can track the nature of discussions about our clients on social media or in the news, evaluate the penetration of our messages among the groups that matter and optimize communications based on the feedback we receive.

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This is an exciting time in the research field. The tools available to us have grown in sophistication, and the sheer volume of data available for study increases daily. Taken together, these trends allow us to reach more audiences with greater accuracy than ever before.

As is often the case, many of today’s greatest opportunities also pose the greatest challenges. With so much data available, it becomes increasingly difficult to focus on what really matters and prevent insights from getting lost in the noise, and emerging tools and techniques need to be validated to ensure that they deliver as promised.

Accurate, actionable insights and recommendations depend on a rigorous research design, high quality data and thoughtful analysis. To be sure, there is a cost associated with superior research, but the cost of cutting corners can be far greater if a communications strategy doesn’t achieve its intended results.

When conducted with care, research provides objective support for our recommendations. An objective perspective is also invaluable to clients who, unlike the public and most stakeholders, think about their brand every day.

Additionally, data-driven insights provide a common reference point that gets everyone on the same page when developing strategy and keeps everyone on track when executing campaigns. Finally, it allows clients to validate communications decisions within their own organizations.
Which brings us back to the original question. How do we know?

Relying on anecdotal evidence or intuition puts us at risk of acting out the story of the blind men and an elephant, where each man touches a different part of the same elephant and describes a completely different animal. Research is what allows us to not only understand the complex dynamics at play in today’s faced-paced world, but to turn this understanding into real insights for our clients.