PR Planning: Research
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PR Planning: Research

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PR Planning: Research PR Planning: Research Presentation Transcript

  • PR Research: The First Step
  • Great PR Happens with R.A.C.E
  • R.A.C.E Basics
    • R: Research
    • A: Action or Planning
    • C: Communication
    • E: Evaluation or Measurement
    View slide
  • R: Research
    • Establish the problem or challenge by providing information needed to understand publics. Research is used to develop a powerful message.
    View slide
  • A: Action
    • Planning refers to the process of setting goals or objectives and finding ways to meet them
  • Parts of PR Plan
        • 1. Situation
        • 2. Objectives
        • 3. Audience
        • 4. Strategy
        • 5. Tactics
        • 6. Calendar or Timeline
        • 7. Budget
        • 8. Measurement
  • C: Communication
    • Communication deals with crafting a message and making the message appealing to specific publics.
  • E: Evaluation
    • Measurement evaluates the effectiveness of messaging and provides a way to show whether or not PR actions are achieving objectives. Measurement is one of the most important parts of a PR plan.
  • Step 1: Research
    • Most crucial element
    • Evokes discovery
    • Gathers data
    • Sets benchmarks
    • Serves as a way to listen
    • May add credibility
  • Functions of Research
        • define audience and segmenting publics
        • formulate strategy
        • test messages
        • prevent crisis
        • monitor competition
        • generate publicity
  • Types of Research
    • Primary
    Secondary
  •  
  • Pre-Research
    • Organizational Materials  Database Information  Internet Research  Current Events  Content Analysis  Interviews  Focus Groups  Copy Testing
  • Define Research Role
    • What is the problem?
    • What kind of information is needed?
    • How will the results be used?
    • What publics should be researched?
    • Should and organization use a consultant?
    • How will the research be analyzed and reported?
    • How much will the research cost?
    • What is the timeframe?
  • Scientific Sampling
    • Rigorous
    • Highly scientific sampling
    • Based on randomness and number of responses
  • Sampling
    • Random Sample (probability)
    • Non- Probability
    • Quota Sampling
    • Sampling is important for accurate, valid and reliable results.
  • Sample Size
    • Must reflect the audience and total population
    • Typically size is 1500 for a national survey
    • Margin of error is 3% for 95% of the time
  • Survey Design
    • Watch semantics
    • Use close-ended questions when possible
    • Avoid jargon
    • Timing is important
    • Types of questions matter
  • Types of Answers
    • Yes or No (Dichotomous)
    • Likert Scale
    • Multiple Choice
    • Rank Order
    • Rating
    • Scaled
  • Guidelines
        • Decide details
        • State objectives
        • Include a cover letter
        • Choose recipients
        • Decide sample
        • Guarantee anonymity
        • Use a reward
        • Use closed ended questions
        • Limit to 25questions
        • Keep demographics at the end
        • Avoid confusing words
        • Edit leading questions
        • Organize questions in a flow
        • Pretest the questions
        • Have multiple people edit
  • Ways to Reach a Sample
    • Mail questionnaire
    • Telephone survey
    • Personal interview
    • Piggyback surveys
    • E-mail and web
  • Next Steps
    • R. A. C.E
    • A: Action Plan
    • To be continued…
  • Credits Andrea Genevieve Michnik Intro to PR St. Edwards University- Spring 2011 E-mail: [email_address] . edwards . edu @AndreaGenevieve All photos protected under Flickr Creative Commons