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PR Planning: Research
 

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
    • R: Research
      • Establish the problem or challenge by providing information needed to understand publics. Research is used to develop a powerful message.
    • 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