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Types & Uses of PR Research


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

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 – (, – 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
  • Transcript

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