PR Planning: Research


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PR Planning: Research

  1. 1. PR Research: The First Step
  2. 2. Great PR Happens with R.A.C.E
  3. 3. R.A.C.E Basics <ul><li>R: Research </li></ul><ul><li>A: Action or Planning </li></ul><ul><li>C: Communication </li></ul><ul><li>E: Evaluation or Measurement </li></ul>
  4. 4. R: Research <ul><li>Establish the problem or challenge by providing information needed to understand publics. Research is used to develop a powerful message. </li></ul>
  5. 5. A: Action <ul><li>Planning refers to the process of setting goals or objectives and finding ways to meet them </li></ul>
  6. 6. Parts of PR Plan <ul><ul><ul><li>1. Situation </li></ul></ul></ul><ul><ul><ul><li>2. Objectives </li></ul></ul></ul><ul><ul><ul><li>3. Audience </li></ul></ul></ul><ul><ul><ul><li>4. Strategy </li></ul></ul></ul><ul><ul><ul><li>5. Tactics </li></ul></ul></ul><ul><ul><ul><li>6. Calendar or Timeline </li></ul></ul></ul><ul><ul><ul><li>7. Budget </li></ul></ul></ul><ul><ul><ul><li>8. Measurement </li></ul></ul></ul>
  7. 7. C: Communication <ul><li>Communication deals with crafting a message and making the message appealing to specific publics. </li></ul>
  8. 8. E: Evaluation <ul><li>Measurement evaluates the effectiveness of messaging and provides a way to show whether or not PR actions are achieving objectives. Measurement is one of the most important parts of a PR plan. </li></ul>
  9. 9. Step 1: Research <ul><li>Most crucial element </li></ul><ul><li>Evokes discovery </li></ul><ul><li>Gathers data </li></ul><ul><li>Sets benchmarks </li></ul><ul><li>Serves as a way to listen </li></ul><ul><li>May add credibility </li></ul>
  10. 10. Functions of Research <ul><ul><ul><li>define audience and segmenting publics </li></ul></ul></ul><ul><ul><ul><li>formulate strategy </li></ul></ul></ul><ul><ul><ul><li>test messages </li></ul></ul></ul><ul><ul><ul><li>prevent crisis </li></ul></ul></ul><ul><ul><ul><li>monitor competition </li></ul></ul></ul><ul><ul><ul><li>generate publicity </li></ul></ul></ul>
  11. 11. Types of Research <ul><li>Primary </li></ul>Secondary
  12. 13. Pre-Research <ul><li>Organizational Materials  Database Information  Internet Research  Current Events  Content Analysis  Interviews  Focus Groups  Copy Testing </li></ul>
  13. 14. Define Research Role <ul><li>What is the problem? </li></ul><ul><li>What kind of information is needed? </li></ul><ul><li>How will the results be used? </li></ul><ul><li>What publics should be researched? </li></ul><ul><li>Should and organization use a consultant? </li></ul><ul><li>How will the research be analyzed and reported? </li></ul><ul><li>How much will the research cost? </li></ul><ul><li>What is the timeframe? </li></ul>
  14. 15. Scientific Sampling <ul><li>Rigorous </li></ul><ul><li>Highly scientific sampling </li></ul><ul><li>Based on randomness and number of responses </li></ul>
  15. 16. Sampling <ul><li>Random Sample (probability) </li></ul><ul><li>Non- Probability </li></ul><ul><li>Quota Sampling </li></ul><ul><li>Sampling is important for accurate, valid and reliable results. </li></ul>
  16. 17. Sample Size <ul><li>Must reflect the audience and total population </li></ul><ul><li>Typically size is 1500 for a national survey </li></ul><ul><li>Margin of error is 3% for 95% of the time </li></ul>
  17. 18. Survey Design <ul><li>Watch semantics </li></ul><ul><li>Use close-ended questions when possible </li></ul><ul><li>Avoid jargon </li></ul><ul><li>Timing is important </li></ul><ul><li>Types of questions matter </li></ul>
  18. 19. Types of Answers <ul><li>Yes or No (Dichotomous) </li></ul><ul><li>Likert Scale </li></ul><ul><li>Multiple Choice </li></ul><ul><li>Rank Order </li></ul><ul><li>Rating </li></ul><ul><li>Scaled </li></ul>
  19. 20. Guidelines <ul><ul><ul><li>Decide details </li></ul></ul></ul><ul><ul><ul><li>State objectives </li></ul></ul></ul><ul><ul><ul><li>Include a cover letter </li></ul></ul></ul><ul><ul><ul><li>Choose recipients </li></ul></ul></ul><ul><ul><ul><li>Decide sample </li></ul></ul></ul><ul><ul><ul><li>Guarantee anonymity </li></ul></ul></ul><ul><ul><ul><li>Use a reward </li></ul></ul></ul><ul><ul><ul><li>Use closed ended questions </li></ul></ul></ul><ul><ul><ul><li>Limit to 25questions </li></ul></ul></ul><ul><ul><ul><li>Keep demographics at the end </li></ul></ul></ul><ul><ul><ul><li>Avoid confusing words </li></ul></ul></ul><ul><ul><ul><li>Edit leading questions </li></ul></ul></ul><ul><ul><ul><li>Organize questions in a flow </li></ul></ul></ul><ul><ul><ul><li>Pretest the questions </li></ul></ul></ul><ul><ul><ul><li>Have multiple people edit </li></ul></ul></ul>
  20. 21. Ways to Reach a Sample <ul><li>Mail questionnaire </li></ul><ul><li>Telephone survey </li></ul><ul><li>Personal interview </li></ul><ul><li>Piggyback surveys </li></ul><ul><li>E-mail and web </li></ul>
  21. 22. Next Steps <ul><li>R. A. C.E </li></ul><ul><li>A: Action Plan </li></ul><ul><li>To be continued… </li></ul>
  22. 23. Credits Andrea Genevieve Michnik Intro to PR St. Edwards University- Spring 2011 E-mail: [email_address] . edwards . edu @AndreaGenevieve All photos protected under Flickr Creative Commons