The Measure of PR - the relationship between market research and public relations  February 2010
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The Measure of PR - the relationship between market research and public relations February 2010

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One market researcher's take on the relationship between PR and market research - some do's and don'ts and thoughts on the future of PR and its measurement.

One market researcher's take on the relationship between PR and market research - some do's and don'ts and thoughts on the future of PR and its measurement.

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The Measure of PR - the relationship between market research and public relations  February 2010 The Measure of PR - the relationship between market research and public relations February 2010 Presentation Transcript

  • The Measure of PR An Amárach Research Presentation February 2010 © Amárachof PR The Measure Research 1
  • 1. Using Market Research do’s and don’ts 2. PR and MR beyond the press release 3. The Future of PR persuasion is power The Measure of PR 2
  • 1. Using Market Research do’s and don’ts The Measure of PR 3 View slide
  • It Depends The Measure of PR 4 View slide
  • The Tool Box The Measure of PR 5
  • The Palette Aware Conscious Private feelings Direct and indirect questions Enabling Will Wont Divulge Divulge Laddering, projective and enabling. Projective Subconscious Unconscious Not Aware The Measure of PR 6
  • As Easy as A to PR The Measure of PR 7
  • Show Me The Numbers Methodology Matters Sample Matters Timing Matters Significance Matters Interpretation Matters The Measure of PR 8
  • Do’s & Don’ts Don’t: Make up the research (!) Use pretend research (phone ins) Ignore/not report methodology Forget qualitative research Do: Be clear why you’re doing it Involve MR agency AND client Use an AIMRO agency Maximise the ROI on your MR The Measure of PR 9
  • 2. PR & MR beyond the press release The Measure of PR 10
  • New Responsibilities The Measure of PR 11
  • Beyond Spin People know when they are being sold to (and sometimes they like it!) But we are all a lot older and wiser and nobody likes having their intelligence insulted (‘the middle- aged doubt everything.’ O. Wilde) Businesses (and others) need to restore trust, and PR will play a key role in doing so The Measure of PR 12
  • All About Trust Trust implies a prediction of future behaviour ... In the absence of trust, everything is risky ... Reputation influences the degree of trust ... A benign economy makes it easier to trust ... The Measure of PR 13 13
  • Long Way Back The Measure of PR 14 14
  • Mood Matters We are ... ? The Measure of PR 15
  • AIB-Amárach Recovery Indicator 30 27.1 25 20 19.6 17.8 18.4 17.8 18.3 16.3 17 15 15 10 8.3 5 0 Apr '09 May Jun July Aug Sept Oct Nov Dec Jan '10 The Measure of PR 16
  • Credible ‘Co-Branding’ Monthly ‘Story’ ‘Self’ Analysis The Measure of PR 17
  • The Mood of the Nation 70% 60% 50% 40% 30% 20% Enjoyment Happiness Stress Worry 10% 0% Apr '09 May Jun Jul Aug Sept Oct Nov Dec Jan '10 The Measure of PR 18
  • Global ‘Story’ ‘Local’ Interest The Measure of PR 19
  • The Measure of PR 20
  • The Measure of PR 21
  • The Measure of PR 22
  • Go Further MR is not just for press releases: Use comparisons (e.g.: Irish survey equivalent of existing international surveys you don’t have to pay for!) Use trends (people like a story) Make a commitment (tune in for next month’s/quarter’s/year’s findings) Use a partner (co-credibility) Think big: it’s cheaper than you think to do international research ... The Measure of PR 23
  • 3. The Future of PR persuasion is power The Measure of PR 24
  • The conversation has already started The Measure of PR 25
  • Life Online The Measure of PR 26
  • Mad Women Advertising Spend by Media The Measure of PR 27
  • The 5 ‘Rs’ of PR Reach Recall Reaction Relationship Return The Measure of PR 28
  • QuickTime™ and a decompressor are needed to see this picture. The Measure of PR 29
  • The Measure of PR 30
  • Be Awesome (you’ll get noticed*) *http://www.nytimes.com/2010/02/09/science/09tier.html The Measure of PR 31
  • Amárach Research 11 Kingswood Business Centre Citywest Business Campus Dublin 24 T. (01) 410 5200 E: gerard.oneill@amarach.com The Measure of PR W: www.amarach.com B: www.amarachresearch.blogspot.com 32
  • Appendix: About Amárach We are Ireland’s largest independent market research agency, in business since 1989. 3 rd March 2009 We focus on delivering two key benefits to our Welcome to the latest edition of consumerforesight from Amárach Research. We clients: have set out to make consumerforesight a more interactive and informative research and planning tool for subscribers. Feel free to invite others to register for our free eLetter on our home page. 1. Consumer Foresight – using research to say ‘what next’. Two months gone, ten to go. Like Keith Richards, we‟re all at the stage of “it‟s good to be here – it‟s good to be anywhere”. But it is tough out there. Against a background of industrial unrest (even the Gardaí are protesting!), we shouldn‟t be surprised if 2. Business Insight consumers are on something of a „go slow‟ themselves. – using research to make business decisions. But it won‟t last. It‟s too early for green shoots, but as time goes by people will want to buy: especially those still in secure jobs who are faced with extraordinary bargains in shops, hotels and car showrooms. Irish consumers don‟t really do hair shirts. When we have money we can afford to spend then we‟re usually We provide the full array of market research inclined to spend it: assuming we‟re getting good value and not being ripped off. services including: Don’t forget: for every person in Ireland with a mortgage, loan or ‘maxed out’ credit card there is another person without any debt (at all). W hat are you doing to tap the ‘worried well’ market? - Quantitative: face-to-face, telephone, web - Qualitative: focus groups, in-depths, ethnographic Before you embark on a new brand or Business is about passion: so for that matter is - Field Only: for international & domestic agencies business just remember Seth Godin‟s three things you need read more the economy – check out some wise words on the role of passion in success read more With the world all „a-twitter‟ don‟t forget How not to do food marketing: quite possibly the the future is on the TV read more worst food in the world read more It‟s all down to psychology – an Amárach Optimistic people are healthy and happy – even Register for our free fortnightly eletter presentation on how Irish consumers will lead us to recovery read more when the economy is collapsing around them: what are you doing for optimism? read more consumerforesight at: www.amarach.com Amárach Research will present a paper on „Life Online 2009‟ at Comreg‟s ICT Research conference on 12 th Read our daily blog: www.amarachresearch.blogspot.com The Measure of PR 33