While intuition and instinct will always remain desirable characteristics in any communications career, preliminary research is becoming a standard and quite necessary public relations procedure. Before investing money, business owners will want more than a vague promise of outcomes. PR professionals can deliver that certainty IF research is conducted first.

In order to secure a client’s trust, PR specialists need to provide management with statistical research that indicates a communications window of opportunity. That will give you confidence in your strategy and allow you to win the confidence of your potential client as well.

There are three main types of public relations research: strategic research, theoretical research and secondary research.

Strategic research: This type of research is primarily used to help you design your communications program. It answers simple who, what, when, why, and how questions. Who is the client? Who is the audience? What is the client’s desired outcome? When do they want that outcome achieved? Why is this outcome important to the client? How can we achieve this outcome? Strategic research is expended to develop program objectives and message strategies through measurement of current statistics or attitudes in a particular market.

Theoretical Research: This type of research is used to determine why people communicate, how and why public opinion is formed, and how an audience is created. This kind of research is used to dig deeper into the complexities of the audience. It is more abstract than other forms of PR research because it has to do with why people think or react to certain stimulus in a particular way.

Secondary Research: This research, also called “desk research,” involves learning from someone else’s primary research. When given a project, there will always be information online about a given topic or cause. PR professionals need to gather as much outside information as possible in order to be prepared to jump into a communications project.

Taking the time to utilize these researching methods will make all of the difference in the end. Research will help you produce real results and real results attract more clients!


Here at Tricom, we write every minute of every day. We’re constantly creating more content for blogs, social media accounts and other projects. According to StudyMode.com, though, 65% of people are visual learners, which means they learn through visual content like graphics, images, videos or audio.

Videos have long established themselves as powerful visual tools. They combine the emotive strength of photos with the power of the narrative to inspire, influence or motivate the viewer.

The video below was produced by GetUp! Action for Australia, an independent movement to build a progressive Australia and bring participation back into our democracy. They advocate for social justice, economic fairness and environmental sustainability. The video specifically promote gay rights and the message that “love is love.”


PR agencies can create their own videos that advocate for their clients and their clients’ issues, or they can promote videos that have already been produced. If your client is a union, you could create an information video describing the importance of unions and the impact they have had on the political landscape. If your client is an environmental protection agency, you could create a video that demonstrates the changes they have made in the local or national community to preserve or improve the environment.

Video content has a huge potential to influence viewers’ values, beliefs and behaviors – which is the ultimate goal of public relations.


Being a newbie in PR can be a bit overwhelming and intimating, to say the least. After 3 weeks at my new PR internship, I am quickly learning just how different learning about PR in a classroom setting is from actually practicing PR professionally. The difference is stupendous!

 I’ve literally gone from the highest-ranking student at my university to bottom of the barrel employee at my internship. But guess what? That’s ok! Don’t shy away from the things you don’t know. Embrace them and research them! Going the extra mile to educate yourself about things that you’re unfamiliar with will determine your success in field of public relations. And if you’re anything like me, everything is something you don’t know.

 Here are several tactics that I use to keep my head and maintain my confidence while making the transition:

1)   Become best friends with Google. Google any- and everything that you are even the slightest bit confused about. Gaining a deeper understanding of things that confuse you will make you that much more prepared to dive into the assignment at hand. Learning things on your own also shows your supervisor(s) you take initiative in the office.

2)   Look at criticism in a positive light. Any time someone above you talks to you about something you’re doing wrong, embrace it. Every bit of a criticism you receive is an opportunity to improve. Meet criticism with open arms and smile.

3)   Don’t take it personally. Anything that you are assigned to write in PR will likely be sent to an editor, whose job is to rip your work to pieces. And trust me, they will do just that. Editors have a tendency to be blunt and completely insensitive to the writer’s feelings. That’s their job! Internalize the fact that even the highest-ranking authority figures in any PR business have their work edited and ripped to shreds as well.

 Whether you enter the PR field with a significant amount of background information or none at all, like myself, conducting research about PR skills, PR tips, current events, or anything else you don’t know will always be vital to your progression in the field.


No need to be alarmed! Collateral material is just a swankier way of referring to information that is documented and distributed to the public in a paper format. Here we’ll discuss why collateral materials are useful in PR as well as take a closer look at some of the more common types of collateral materials. Let’s get to it!

 If you have ever been walking own a busy street and been handed a brochure or flyer, than you have just been handed a type of collateral material. Collateral materials are another medium that PR professionals can utilize to reach target audiences. They are beneficial because they help to explain aspects of an organization, company, event, or situation in a simple and strait forward way.

 Use collateral materials for two main purposes: to inform and to inspire. They should provide key messages directly and succinctly, but with some pizazz. The idea is to format the message in a way that will grab the reader’s attention, causing them to read the provided information and then for that information to inspire them to conduct further researcher.

 Types of collateral materials:

  • Brochure: A small booklet that contains information and pictures about your organization and its services
  • Flyer: A piece of paper with an advertisement or            announcement on it
  • Fact Sheet: A piece of paper, typically used for publicity purposes that has bulleted information about a particular issue on it
  • PDF document: Forms that can be downloaded and/or printed from the computer
  • Direct mail: Unsolicited advertising sent to prospective participants through the mail
  • Door hanger: Plastic or cardboard signs that are made to fit around a door knob and used for advertising purposes
  • Leaflet: A piece of paper, usually folded, with information or advertising on it.