PR Research
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PR Research

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PR Research PR Research Presentation Transcript

  • PR ResearchResearch, Action, Communication, Evaluation
  • Research Goals and Uses To improve their practice For specific campaigns  Planning and evaluation To position themselves as experts To present a position To contribute to the field
  • Types of Research Secondary research  Primary research  Existing research  Focus Groups  Synthesis & analysis  Surveys
  • Research Organizational Target Publics & Stakeholders Industry/Environment
  • Organizational Internal  Previous PR efforts/Media Communication Audit: coverage  About the org: history,  Print collateral personnel, goals, key  Results? initiatives, programs and events Previous research  Formal and informal  Stats and records  Memberships, donations, event attendance  Surveys
  • Industry (External/Environmental) Existing (secondary) research Issue or focus of the org’s mission? Intervening factors  Economy  Current events  Crisis Competing or similar organizations
  • Know Your Audience! Personal contacts  Audience Profile Key Influencers (Opinion  Demographics leaders)  Psychographics  Regional Immersion  Ethnography Stats & available research
  • Sources of Information  Gov’t data (census)  Other nonprofits/advocacy groups  Databases  Case Studies  Professional whitepapers
  • Putting it Together Research Summary SWOT analysis Strengths, Weaknesses, Opportunities and threats PR Plan