Managing Research In PR

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Except where noted, content in this presentation comes from:Stacks, D. (2002). Primer of public relations research. New York: The Guilford Press.Photo Credit: http://www.flickr.com/photos/7550402@N02/2852175694/

How do YOU define public relations? Write down your definition. Compare your definition with those near you. Similarities? Differences?(NOTE: You will probably be asked in a job or internship interview how YOU define PR. Be thinking now so you aren’t surprised later.)Photo credit: http://www.flickr.com/photos/25764928@N00/2264615495/

Classic definition from Grunig & Hunt

How do YOU define public? Write down your definition. Compare your definition with those near you. Similarities? Differences?(NOTE: You will probably be asked in a job or internship interview how YOU define “public”. Be thinking now so you aren’t surprised later.)Photo credit: http://www.flickr.com/photos/86176561@N00/2378798926/

My favorite definition is: “An entity whose attention you are seeking”Photo credit: http://www.flickr.com/photos/25678284@N03/2416080818/

What are some of the ways you can segment the publics for your organization?Geographic locationDemographicsPsychographicsPowerPositionReputationOrganizational membershipBehaviorsPhoto Credit: http://www.flickr.com/photos/15566770@N00/467412385/

From Donald K. Wright’s Research in Strategic Corporate Communications

Informational – establish what needs to be knownMotivational – is info having an effect at all?Behavioral – what counts . . . Define success (or failure)

An urban legend says12 newborns will be given to the wrong parents daily. 114,500 mismatched pairs of shoes will be shipped/year. 18,322 pieces of mail will be mishandled/hour. 2,000,000 documents will be lost by the IRS this year. 2.5 million books will be shipped with the wrong covers. Two planes landed at Chicago’s O’Hare airport will be unsafe every day. 315 entries in Webster’s Dictionary will be misspelled. 20,000 incorrect drug prescriptions will be written this year. 880,000 credit cards in circulation will turn out to have incorrect cardholder information on their magnetic strips. 103,260 income tax returns will be processed incorrectly during the year. 5.5 million cases of soft drinks produced will be flat. 291 pacemaker operations will be performed incorrectly. 3056 copies of tomorrow’s Wall Street Journal will be missing one of the three sections A typical day would be 24 hours long (give or take 86.4 seconds). Read more: http://www.clown-ministry.com/index_1.php/articles/999_success_rate/#ixzz0QdHK4DIjPhoto Credit: http://www.flickr.com/photos/13045581@N00/3337567081/

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Managing Research In PR - Presentation Transcript

Managing Research in Public Relations
Barbara B. Nixon, Ph.D. (ABD) :: Georgia Southern University
What is Public Relations?
Public Relations is . . .
the management of
communication
between an organization and
its publics
What is a “public”?
A public is . . .
Segmenting Publics
General Assumption #1
The
decision-making process
is basically the same
in all organizations
General Assumption #2
All communication research should
Set objectives
Determine a strategy to reach objectives
Implement tactics
General Assumption #3
Research can be divided into 3 phases
Development
Refinement
Evaluation
General Assumption #4
Communication research is behavior-driven & knowledge-based
Sequencing PR Objectives
What is “Success”?
Contact Me
Barbara B. Nixon, Ph.D. (ABD)
Assistant Professor of Public Relations
Georgia Southern University
Life Member & Past President of the International Listening Association (listen.org)
E-mail: bnixon@georgiasouthern.edu
Twitter: barbaranixon
Skype: barbara.b.nixon
Blogs: publicrelationsmatters.com & learnercentered.wordpress.com