How to Succeed in Public Relations Via the Scientific Method

Public relations is not typically viewed as methodical profession but that couldn't be further from the truth. We create strategic PR plans, identify execution tactics and report results - all of which is a well thought-out process. As a result, this self-proclaimed creative, left-brained publicist has compiled a six-step nerd’s guide for how to succeed in public relations using the scientific method. You can thank me later - preferably in the form of delicious “pi”!

Step One: Ask a Question

To obtain a correct answer you must start by asking the right questions. Public relations is no different. We are the masters at asking questions (usually the tough ones) to achieve an end result for both our clients and journalists.

Step Two: Conduct Research

Research is perhaps the most important step to succeeding in public relations. From actually visiting the places you represent to following news headlines and the topics individual journalists are covering, conducting solid research will validate your credibility and further position you as an expert in the field.

Step Three: Construct a Hypothesis

Public relations professionals always think 10 steps ahead to pinpoint what the outcome COULD be and what they desire it TO be. After conducting extensive research, analyzing all your options and identifying potential outcomes you are now ready to make an educated hypothesis on what a particular course of action will result in.

Step Four: Experiment

While it may seem like most of the hard work is already completed, execution is one of the most unpredictable and critical steps to success. Whether executing a press conference, hosting an event or pitching a journalist you should always identify the control and variable(s) in the situation to ensure things go as smooth as possible. Variables, the unpredictable component, can often be tweaked if desired results are not achieved immediately.

Step Five: Analyze Data to Draw a Conclusion

After all is said and done, it’s time to analyze the results to determine if your hypothesis was correct, goals were met and the desired results were achieved. For us die-hard publicists, receiving a magazine each month or watching the news is equivalent to turning a wheel on a prize machine –if you don’t receive the prize you were hoping for, you try again until you do.

Step Six: Report Results

If no one knows and understands the results, including potential impact, how do we justify our value? It comes as no surprise that reporting results is just as important in public relations as any other field – after all, we are communicators by nature.