Thread by @BDavisBriz

Looking forward to what should be an insightful webinar on how to use research to make impactful communications campaigns #BreakingBarriers

https://twitter.com/PRCA_HQ/status/1625103024795398144

First, @essity's Gareth Lucy speaks about the value of research led communications. Gives a potted history of Essity, its brands and products #BreakingBarriers

Lucy argues that there are a number of reasons to use research to drive communications & campaigns, including:
- relevancy
- credibility
- justification
- leadership
- news
Done well, research can also be a "gateway to content generation"
#BreakingBarriers

Lucy stresses it is important to distinguish between research-led comms & "survey stories". Says the former provides genuine insights for internal & external use, can build corporate reputation & potentially have wider societal relevancy #BreakingBarriers

However, Lucy notes that survey stories can be useful for generating a quick press release and provoke conversations/debate #BreakingBarriers

On achieving credibility, Lucy stresses that it is important to work with established & trusted research partner, which will help shape questions & thoroughly interpret the data #BreakingBarriers

Lucy also proposes publishing findings in a formal report, and inviting subject experts to provide independent and unbiased commentary on the findings for inclusion in the report and press releases #BreakingBarriers

Lucy gives a potted overview of Essity's commissioning of the largest ever study on menopause, where they collaborated with OnePoll and Dr Naomi Potter, which surveyed over 5000 women #BreakingBarriers

Lucy says this helped to launch a new menopause product brand, as well as drive the company's internal DE&I objectives. The comms were phased across two stages - first education; secondly to challenge misconceptions #BreakingBarriers

In conclusion, Lucy summarises by stressing the need for clarity on objectives; building credibility and building a multifaceted comms campaign to disseminate the results #BreakingBarriers

Next, @OnePoll's Harry Gove discusses how polling companies work to ensure that research helps to achieve client objectivies. Gives a potted history of OnePoll's collaboration with Essity on breaking barriers to wellbeing, including the menopause research #BreakingBarriers

Gove stresses that, regardless of the theme of the research, the need to understand the subject is a vital first step - ensuring that the research provides valuable insights both for the media, but also for the organisation to use after the campaign is over #BreakingBarriers

In particular, Gove says that it is important to be aware of gaps in knowledge & unconscious biases - for example, the researchers in the menopause study were all 🚹, so questions were co-produced with 🚺 to ensure their lived experience & knowledge was included #BreakingBarriers

Gove then stresses the need to ensure that quality controls are in place to ensure that the data is useful and representative #BreakingBarriers

Using the menopause survey as a case study, highlighting how the findings were used to shape the media campaign & follow up activities (e.g. lack of awareness leading to a campaign on encouraging women to talk about the menopause) #BreakingBarriers

Gove then discusses how Essity took the UK survey global. Describes how when doing so, it was important to take into account local laws, ethics & cultural differences to ensure questions were sensitive to local needs, while offering valuable, comparable insights #BreakingBarriers

Gove concludes by discussing the difference between "a study and a piece of research". Argues that the former can provoke "short conversations", but the latter can provide invaluable & lasting insights for clients and the wider stakeholder community #BreakingBarriers

Next, @72Point's @Earlesque discusses how to create a research-led communications campaign. Says organisations need to be comfortable speaking on an issue, ideally one that is brand-relevant, of interest to the media, but largely underexplored #BreakingBarriers

Looking at deliverables, Earlham says that a report is an ideal launch pad on the subject matter - giving something tangible to share with stakeholders, but also provide something that can be compared with later research #BreakingBarriers

Turning to expertise, Earlam says that insights are superior, so it is vital to hire the right experts. This provides a human angle, but also can add longevity to research - particularly if engaging academics who can continuously cite research in studies #BreakingBarriers

Earlam then talks about how to "bring the stories to life". For example, one of the findings of the menopause study showed lack of intergenerational conversations between mother & daughter on menopause, so targeted women's magazines of mixed demographics #BreakingBarriers

Looking on how to make the research go as far as possible, Earlam talks about how using multimedia campaigns can create different assets which will have multiple internal & external audiences - such as education packs, videos & branded op-eds #BreakingBarriers

Looking at the impact of the menopause campaign, Earlam says that the multifaceted campaign has allowed Essity to become a trusted source of information on menopause research, with requests from media for deep dives or new areas of research #BreakingBarriers

Earlam concludes stressing the importance of identifying the right media & talent for your campaign, to "slice and dice" content for different audiences to ensure longevity of research & finally to have fun with your ideas #BreakingBarriers

The webinar now moves on to a Q&A session #BreakingBarriers

On what barriers there are to using research-based comms, Lucy notes that there is a growing understanding of the internal value of research (eg PR teams, sales teams & customer support can all use it in different ways) #BreakingBarriers

However, Lucy says many companies still focus on PR campaigns being to mostly launch new products & services. While this is important, Lucy says research should be seen as providing platforms for wider conversations outside of brand awareness #BreakingBarriers

Lucy also stresses the importance of authenticity - research should be on issues where there is a long-term interest in improving understandings, rather than being a short-term way of generating media content #BreakingBarriers

On how to use the impact of research on ROI, Lucy notes that the menopause campaign specifically drove customers to their new product, so it was easy to quantify where traffic was being generated. Increase in sales still needs to be estimated #BreakingBarriers

When asked on key considerations taken into developing research, Gove stresses the importance of "correct & inclusive language", transparency over what is being asked & why, & giving people the opportunity to opt out of potentially sensitive questions #BreakingBarriers

On the importance of cultural intelligence, Gove argued such insights are vital - particularly in the menopause study, which would factor in taboos about discussing health, as well as differing employment laws #BreakingBarriers

On how to measure success, Earlam says that campaign reach, social media engagement, and brand perception were all metrics for success. Says the benefit of using research is that further research can be commissioned to understand brand awareness #BreakingBarriers

Lucy agrees. Says that, while converting media coverage to sales is a "long term measurement", it is much easier to measure short-term engagement with digital and print media #BreakingBarriers

On the importance of celebrity endorsement, Earlam says that, while a celebrity allowed an individual to humanise & be vocal about the research, the strong findings of the research gave cut-through in the first phase in its own right #BreakingBarriers

Earlman notes that, while hiring the right talent is important, she notes that the research underpinned both phases of the communication campaign, so it is the most vital part #BreakingBarriers

Final question is on how long it took from conception to going live, Earlam says that the entire process took about six months from start to finish. Also stresses the importance of pre-planning, especially when getting journalists lined up #BreakingBarriers

Really interesting case study on the importance of robust research & the benefits of research-led campaigns. Thanks to Gareth Lucy, Harry Gove & @Earlesque for your insights, to @Sudha1404 for chairing & @PRCA_HQ for chairing! #BreakingBarriers