PR professionals today are increasingly embarking on international campaigns, armed with the insight of strong local market research. Traditionally, market research has been reserved for the final stage of a campaign – monitoring and evaluation of the campaign’s effectiveness. But this is changing because of the availability, granularity and quality of international research available today. Now, market research is incorporated into all phases of an effective international campaign from strategic planning to implementation to evaluation to strategic adjustment.The following are eight recommendations for successful integration of market research in an international PR campaign.
