The historic Blount Mansion hosted PRSA Volunteer Chapter's event on June 21, 2023. Cole Pawlaczyk presented and shared exclusive data and tactics of current Designsensory projects, with explorations of potential AI tools.
Pawlaczyk is a recent University of Tennessee, Knoxville graduate and a current employee of Designsensory as a Research & Public Relations Strategist. His role entails many duties, but shortly put by himself as “50% public relations, and 50% research.”
Many of Designsensory's clients may sound familiar: Rather + Kittrell, Knox County Health Department, and the state of South Dakota.
Left to right: Grant Mitchell, Dr. Christina Najera, Cole Pawlaczyk
The first campaign report Pawlaczyk presented highlighted the importance of audience segmentation. Designsensory was tasked with finding the best channels to target a specific audience for a client. There are more characteristics than income when deciding how to market. Pawlaczyk describes a situation where you can have two households with similar income ranges, but drastically different lifestyles based on the number of children. Using mosaic charts, we were shown the difference between the “power elite” and “flourishing families.”
Given this specific case and client objectives, the research indicated that direct mail was the best option. The research conclusion was contrary to the client's assumptions. After some convincing, the client took on the tactics and implemented their campaign. Pawlaczyk later received word from the client that the campaign was “wildly successful.”
The use of research in public relations can save time and money!
Another case presented was a quick survey showing the necessity of research-driven implementations, even in creative initiatives.
Pawlacyzyk displayed a slide showing potential graphics for a client’s campaign. The presentation attendees were asked to pick which one we thought would best suit the client’s messaging. Of the three, we the audience picked option #3. Pawlaczyk then revealed that #3 was the HIGHEST received graphic when externally surveyed. Graphic #2 was highly favored by the client but was favored LEAST through the same process. Interesting to say the least, but proves the value in the movement of knowledge.
“We all know the client is always right,” joked a fellow PRSA member, but point taken. The purpose of Pawlaczyk’s clever thought experiment reflected the use of research and data when implementing tactics, and persuading client judgments to better decision-making.
Cole Pawlaczyk detailing the uses of ReportLinker
Lastly, Pawlaczyk gave a rundown of an AI insights search engine called ReportLinker. Report Linker is a tech company that uses artificial intelligence to deliver market data and forecasts and thus helps research, business development, or marketing teams to better understand and analyze a sector. It was shortly described as a “Revamped Google, with an enhanced lens and perspective.” Although impressive and accessible, there still are bugs and much further evaluation is needed. In this era, it isn’t crucial to use these tools, but know of their existence.