Pr Research Ucd 2 3 10

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On Feb. 3, Vice President of Research, Doug Magee at MGA Communications presented to an Advanced Public Relations class at the University of Colorado Denver.

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Pr Research Ucd 2 3 10

  1. 1. Public Relations Research: Fundamentals and Application Advanced PR, University of Colorado Denver February 3, 2010
  2. 2. Tonight’s discussion <ul><li>Summary of key terms and tools </li></ul><ul><li>Measurement example </li></ul><ul><li>Basic measurement principles </li></ul><ul><li>Case studies and scenarios </li></ul><ul><li>Continuing Q&A </li></ul>
  3. 3. Summary of Key Terms and Tools <ul><li>Three levels of PR measurement:* </li></ul><ul><ul><li>Outputs (short-term results) - articles / impressions, events, collateral, surveys, blog comments </li></ul></ul><ul><ul><li>Outtakes - awareness, messages received, brand seen, believability </li></ul></ul><ul><ul><li>Outcomes (more important, more difficult) - change in opinion, relationship or behavior; sales increase </li></ul></ul><ul><li>Quantitative and qualitative measurement </li></ul><ul><li>* Measurement guidelines from Institute for Public Relations, www.institueforpr.org </li></ul> MGA uses Outputs and Outcomes most often.
  4. 4. Measurement Example <ul><li>News Conference / Event </li></ul><ul><li>Outputs – Attendance, # / content of stories in print / broadcast, gross impressions, # and appearance of collateral / fact sheets / graphics used, cost vs. ROI (event) </li></ul><ul><li>Outtakes – Who attended, was audience interested and attentive, how presenters did, exit interviews / survey </li></ul><ul><li>Outcomes – Event survey, exit interviews, follow-up calls and / or poll about reaction, perceptions, possible advocacy and any actions taken </li></ul>
  5. 5. Basic Measurement Principles <ul><li>Set goal(s) and measurable objectives </li></ul><ul><li>Link them to the organization’s overall goals, objectives and accomplishments </li></ul><ul><li>ID target audience(s) </li></ul><ul><li>Determine benchmarks for comparisons </li></ul><ul><li>Select research tool and conduct the research </li></ul><ul><li>Analyze results, gain insight </li></ul><ul><li>Take action, measure again </li></ul><ul><li> - Adapted from KDPaine & Partners </li></ul>
  6. 6. Case Studies and Scenarios <ul><li>Comprehensive evaluation of Women’s Bean Project businesses – catalog / retail activities and catering </li></ul><ul><ul><li>Surveys distributed at booths of various Holiday Fairs </li></ul></ul><ul><ul><li>Online poll of web purchasers </li></ul></ul><ul><ul><li>Focus groups / catered lunch with clients and prospects of catering business </li></ul></ul><ul><ul><li>Competitive analysis for catering business </li></ul></ul>
  7. 7. Case Studies and Scenarios (cont.) <ul><li>Key support for formation of new volunteer group – a phasing out of an existing group and expansion to second refuge </li></ul><ul><ul><li>Development of new identity and logo </li></ul></ul><ul><ul><li>Grant research </li></ul></ul><ul><ul><li>Event survey at key onsite event </li></ul></ul><ul><ul><li>Competitive analysis (member benefits) </li></ul></ul><ul><ul><li>Strategic planning for membership recruitment, event planning and collateral / online presence </li></ul></ul>
  8. 8. Case Studies and Scenarios (cont.) <ul><li>Scenario </li></ul><ul><ul><li>Metro area food bank expanding and evolving </li></ul></ul><ul><ul><ul><li>Key need = Increase donations </li></ul></ul></ul><ul><ul><li>Food bank well known / positioned among volunteer groups and other local food banks / pantries </li></ul></ul><ul><ul><ul><li>Unique activities and base of support </li></ul></ul></ul><ul><ul><ul><li>Lacks broad awareness and visibility </li></ul></ul></ul><ul><ul><ul><li>New, expansive warehouse / facility </li></ul></ul></ul><ul><ul><li>Adding canning of own high quality food </li></ul></ul><ul><ul><ul><li>Job training and permanent jobs </li></ul></ul></ul>
  9. 9. Doug Magee, Vice President Research (303) 382-4078 [email_address] Continuing Q&A

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