Types & Uses of PR Research


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Different types and uses of communications research (January 14, 2010 lecture).

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  • COMMUNICATIONS AUDITCheck on internal messaging, whether organization is sticking to its mission, branding, engagement and feedback, organizational standing among Board, employees, management staffENVIRONMENTAL MONITORINGChecking the “mood” and attitudes of employees, customers, investors, suppliers and other publicsINTEGRATED RESEARCHSpans internal & externalHelps improve organizational “talking” Keeps management “in touch”
  • Organizational publications (print and online) – lots of background, but be aware of bias Internet / Library – census, including demographics, psychographics as some had longer questionnaires, industry reports, market analysis, External Organizations – trade associations, gov’t agencies, - keep purpose in mind, and check their sources and methodologies Media Sources – (mediamap.com, burrells.com) – editors, reporters, type of coverage, how to submit, demographic info on audiences (viewer, listener or reader profiles) Media clips – Broad range of news items related to organization or industry. Nexus Lexis, Articles First, Google. Best Practices – How other organizations or entities have tackled a similar challenge or opportunity.
  • Choices not restricted (a,b,c, scales)Research listens for both content and emotions, contratictions, tensionResearcher listens for meaningProduces ideas about how people think
  • This is a group interview.Perspectives are combinedResearcher sees how it all fits togetherBut, does not produce an individual point of view.Groups should have common interests. If they’re too diverse, cannot find trends. Results are too diverse.Invite 20-25 to reach a group of 10-12. Refreshments, good room.But, select several groups of different characteristics
  • Focus groups strive to produce good conversation with an ebb and flow.People tell stories, earlier questions are re-visited, there are disruptions. People disagree. Openness is encouragedModerator wants natural features, but must strive to go according to guidelines.Go from general to specificRecord – via audio, video or transcribe
  • Report will featurePatterns of words and phrasesThemes found through perspectivesNever numbers (x% said this or x% said thatIt is never a numerical analysis, it’s a conceptual analysis
  • Types & Uses of PR Research

    1. 1. PR Campaigns J4-554<br />January 7, 2010, Margy Parker<br />
    2. 2. Today’s class time<br />Introduction – your instructor<br />Types of PR Research, how it applies to the “Plan”<br />Qualitative Research –<br />Mock Focus Groups<br />Assignments – January 12<br />
    3. 3. Margy – something personal<br />Loves the outdoors!<br />
    4. 4. Margy – something professional<br /><ul><li>PR Consultant
    5. 5. Utilities
    6. 6. Events
    7. 7. Health care
    8. 8. Food & Beverage</li></ul>Managed two non-profits on Kaua`i ‘83 ‘til ‘05.<br /><ul><li>-One in tourism marketing/pr/adv
    9. 9. -One in community development & enrichment</li></li></ul><li>Margy – something academic<br />Native cultural image use in promotional materials (Three conferences, M.S. thesis)<br />Language acculturation<br />News media & advertising<br />
    10. 10. Margy – some background<br />Married, one daughter<br />Live in Florence, and on Kaua`i<br />Moved to Hawai`i 1980, Raised in northern California. <br />Bachelor of Arts - French/Spanish<br />Graduate Certificate – Telecommunications<br />Master of Science - Communication<br />
    11. 11. Future Plans<br />Keep teaching – I love it!<br />Grow PR business <br />Volunteer<br />Take a major camping trip<br />
    12. 12. Favorite TV/Movie/News<br />Big Bang Theory<br />60 Minutes<br />“Crash”<br />New York Times<br />Small town newspapers<br />
    13. 13. Margy - Extra details<br />Returns emails w/in 24 hours (M-F)<br />Returns calls w/in 24 hours (M-F)<br />Weekends OK – major deadlines, emergencies, issues<br />Approach is to guide and advise – academic & professional<br />Expect honesty and integrity,<br />
    14. 14. Types & Uses of PR Research<br />
    15. 15. Research – Foundation for PR Planning<br />Research = What you know.<br />Analysis & Judgment = How you think.<br /> CEOs & Managers look for “proof” and support for PR concepts based on research and analysis.<br /> Research supports creativity in PR<br />
    16. 16. Research Goals<br /><ul><li>Understand issues
    17. 17. Identify stakeholders, audiences
    18. 18. Formulate objectives
    19. 19. Formulate key messages
    20. 20. Follow up
    21. 21. evaluation
    22. 22. adjustment
    23. 23. next steps</li></li></ul><li>Types of Research<br />Formal Informal<br />Secondary Primary<br />Qualitative Quantitative<br />
    24. 24. Secondary Research - Internal<br />Communications Audit<br />Environmental Monitoring<br />Integrated Research<br />
    25. 25. Secondary Research – External*<br /><ul><li>Organizational publications
    26. 26. Online - factoids
    27. 27. Trade organizations, government agencies
    28. 28. Media clips
    29. 29. Media sources
    30. 30. Best practices</li></ul> *Be aware of bias<br />
    31. 31. Other Secondary - Social Audit<br /><ul><li>How well -- living up to public responsibilities
    32. 32. Environmental/social involvement
    33. 33. Minority hiring
    34. 34. Employee safety
    35. 35. Mutual benefits
    36. 36. How linked with cause</li></ul>MAY LEAD TO SOCIAL RESPONSIBILITY CAMPAIGN<br />
    37. 37. Primary Research<br />Qualitative<br />Quantitative<br />Data analysis<br />Results evaluation<br />
    38. 38. Applying Research to “The Plan”<br />Secondary – Background, SWOT, best practices client meetings<br />Background, Situation Analysis and Goal<br />Incorporates the challenge or opportunity determines the vision<br />
    39. 39. Applying Research to “The Plan”<br /><ul><li>Primary research will determine audience motivation and characteristics (likelihood)</li></ul>Audience Selection<br />Most likely to participate, grow, be receptive*,<br />*What’s important to them, motivates them?<br />
    40. 40. Applying Research to “The Plan”<br />Secondary and primary research will determine action and purpose (and intended result.) <br />Audience Objective<br />What do you want to happen with a target audience, for what purpose (to what result)?<br />
    41. 41. Applying Research to “The Plan”<br />Primary research will determine <br />Strategies<br />What media/communication channels are important, how audience is engaged.<br />
    42. 42. Applying Research to “The Plan”<br />Primary research will determine <br />Messaging<br />What resonates with the audience, what they see as a benefit or value, why they use competitors<br />
    43. 43. Applying Research to “The Plan”<br /><ul><li>Primary research will determine </li></ul>Tactics<br />What attracts audience attention? (specific interest? involvement? contests? entertainment? knowledge? participation, word-of-mouth?)<br />
    44. 44. Primary Research - Qualitative<br />Insight … not rules<br />
    45. 45. Primary Research - Quantitative<br />Social, homogeneous … not individual<br />
    46. 46. Primary Research - Qualitative<br />Flexible, not standardized<br />
    47. 47. Primary Research - Qualitative<br />Words, not numbers<br />
    48. 48. Focus Group Exercise<br />Split into two groups<br />Read one of the case studies<br />Decide on what you would want to find out form a focus group<br />What the group will have in common<br />What questions/guidelines you would ask.<br />Conduct a mock focus study<br />
    49. 49. Assignments – January 12<br />Client meeting – before January 12<br />Client Report #1 – Background, SWOT, Project<br />Readcourse pack #3 – Survey research<br />Informal presentation on client meeting, background, best practices, project<br />