Opinion: From our Readers - Pitch support is becoming a hot topic

Like the agencies mentioned in 'Research: 3 ways to use it' (Features, 29 January), we are also seeing increasing demand for headline-generating research.

But an area where we have had even more discussions and interest is that of pitch support preparation.

With PR agencies having to fight even harder to win (and retain) accounts, the need to understand clients' target markets in terms of media consumption, key influencers, hot topics and so on is vital. This, of course, is made all the more difficult with the short timescales of many RFPs. But with the right knowledge, effective and substantiated recommendations can be made, and the business hopefully won. So, although not strictly a campaign, perhaps pitch support can be counted as the fourth way of effectively using research?

Jane Hales, associate director, Redshift Research (prweek.com).

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