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
PR Campaigns J4-554 January 7, 2010, Margy Parker
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
Margy – something academic Native cultural image use in promotional materials (Three conferences, M.S. thesis) Language acculturation News media & advertising
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
Future Plans Keep teaching – I love it! Grow PR business Volunteer Take a major camping trip
Favorite TV/Movie/News Big Bang Theory 60 Minutes “Crash” New York Times Small town newspapers
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,
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
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?
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)?
Applying Research to “The Plan” Primary research will determine Strategies What media/communication channels are important, how audience is engaged.
Applying Research to “The Plan” Primary research will determine Messaging What resonates with the audience, what they see as a benefit or value, why they use competitors
Primary Research - Qualitative Insight … not rules
Primary Research - Quantitative Social, homogeneous … not individual
Primary Research - Qualitative Flexible, not standardized
Primary Research - Qualitative Words, not numbers
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
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