Show Notes

Air Date: 5/31/2022

How Research and PR Go Together

How does research relate to PR? Find out in this episode as Scott Bahr explains how research and PR go together, and how data can help multiple aspects of an industry. Scott explains the importance of data and research and how it can be used to help the decision-making process, better communication and aid in product development. In addition, Scott addresses the risks associated with research, and how to minimize the risk in order to use the valuable tool of data.  

3:41 – Scott shares how his career started in the academic world but shifted when a professor recommended the private sector.  

6:31 – Scott talks about working in a niche and how that makes it easy to speak a shared language with clients.

7:50 – Scott describes why research and PR go well together. 

10:05 – Scott explains how data drives decision-making. 

14:55 – Scott defines how reporting is used at every level of an industry. 

18:26 – Scott explains how data helps with public opinion and policymaking, seeing where people stand on different issues. 

21:10 – Scott talks about how data helps product development. 

24:36 – Scott lists some resources that have been helpful to him. 



“One of the things we know from our own research is that messaging that comes from PR is much more credible than many other sources. Even though sometimes you don’t have the same reach, the ones you do reach have more credibility, and research brings that to the table. It enhances all those efforts.” – Scott Bahr, president of Cairn Consulting Group. 



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About the guest:     

Scott Bahr has over 25 years of market research experience in marketing and advertising (including PR), product development and strategic planning. One of his focuses has been on the outdoor sector which has included researching both the outdoor products and hospitality sectors. In particular, he has been the research partner with KOA for the North American Camping Report over the past eight years and has worked with the organization for 19 years. He has also worked with organizations in the RV (manufacturers, suppliers, dealers, associations) and outdoor recreation sectors in their marketing and branding efforts, strategic planning, customer experience, corporate social responsibility, services/amenities and employee development.

For the past several years, he has worked with organizations in both indoor and outdoor hospitality, including the gaming/casino areas, food services/restaurant space, accommodations, travel/tourism and the products and services that are a part of the hospitality industry. The organization also serves clients in branding/brand positioning efforts, evaluating consumer behavior, public opinion and policy, and product development. 

Living in Western Maine, he is an avid outdoor recreation participant, whether it’s skiing, snowshoeing, hiking, backpacking, canoeing/kayaking or fly fishing.  


Looking to connect:            



Scott’s LinkedIn: 

Cairn Consulting Group’s LinkedIn:  


Twitter: @CCGResearch 

Instagram: @cairnconsultinggroup