The PR Campaign: Research

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The PR Campaign: Research

  1. 1. COMM 2337 The PR CampaignThe PRCampaign Class 9 Fall 2011@AndreaGenevieve All You Need is a Donut and a Dreamandream@stedwards.edu
  2. 2. COMM 2337 Great PR starts with RACEThe PRCampaign Class 9 Fall 2011@AndreaGenevieveandream@stedwards.edu
  3. 3. COMM 2337 RACE BasicsThe PR R: ResearchCampaign A: Action or Planning Class 9 C: Communication Fall 2011 E: Evaluation or Measurement@AndreaGenevieveandream@stedwards.edu
  4. 4. COMM 2337 R:ResearchThe PR Establish the problem or challenge byCampaign providing information needed to understand publics. Research is Class 9 Fall 2011 used to develop a powerful message.@AndreaGenevieveandream@stedwards.edu
  5. 5. COMM 2337 A: ActionThe PR Planning refers to the process ofCampaign setting goals or objectives and finding ways to meet them Class 9 Fall 2011@AndreaGenevieveandream@stedwards.edu
  6. 6. COMM 2337 Parts of PR PlanThe PR 1. SituationCampaign 2. Objectives Class 9 3. Audience Fall 2011 4. Strategy 5. Tactics 6. Calendar or Timeline 7. Budget 8. Measurement@AndreaGenevieveandream@stedwards.edu
  7. 7. COMM 2337 C: CommunicationThe PR Communication deals with crafting aCampaign message and making the message appealing to specific publics. Class 9 Fall 2011@AndreaGenevieveandream@stedwards.edu
  8. 8. COMM 2337 E: EvaluationThe PR Measurement evaluates theCampaign effectiveness of messaging and provides a way to show whether or Class 9 Fall 2011 not PR actions are achieving objectives. Measurement is one of the most important parts of a PR plan.@AndreaGenevieveandream@stedwards.edu
  9. 9. COMM 2337 Step 1: ResearchThe PR • Most crucial elementCampaign • Evokes discovery Class 9 • Gathers data Fall 2011 • Sets benchmarks • Serves as a way to listen • May add credibility@AndreaGenevieveandream@stedwards.edu
  10. 10. COMM 2337 Research FunctionsThe PR • define audience andCampaign segmenting publics Class 9 • formulate strategy Fall 2011 • test messages • prevent crisis • monitor competition • generate publicity@AndreaGenevieveandream@stedwards.edu
  11. 11. COMM 2337 Types of ResearchThe PRCampaign Class 9 Fall 2011 PRIMARY SECONDARY 1 2@AndreaGenevieveandream@stedwards.edu
  12. 12. COMM 2337The PRCampaign Class 9 Fall 2011@AndreaGenevieveandream@stedwards.edu
  13. 13. COMM 2337 Pre-ResearchThe PRCampaign Class 9 Fall 2011 Organizational Materials + Database Information + Internet Research + Current Events + Content Analysis +Interviews + Focus Groups +Copy Testing@AndreaGenevieveandream@stedwards.edu
  14. 14. COMM 2337 Define Research RoleThe PR • What is the problem?Campaign • What kind of information is needed? Class 9 • How will the results be used? Fall 2011 • What publics should be researched? • Should and organization use a consultant? • How will the research be analyzed and reported? • How much will the research cost? • What is the timeframe?@AndreaGenevieveandream@stedwards.edu
  15. 15. COMM 2337 Scientific SamplingThe PR • RigorousCampaign • Highly scientific sampling Class 9 • Based on randomness and number of Fall 2011 responses@AndreaGenevieveandream@stedwards.edu
  16. 16. COMM 2337 SamplingThe PR • Random Sample (probability)Campaign • Non- Probability Class 9 • Quota Sampling Fall 2011 Sampling is important for accurate, valid and reliable results.@AndreaGenevieveandream@stedwards.edu
  17. 17. COMM 2337 Sample SizeThe PR • Must reflect the audience and totalCampaign population Class 9 • Typically size is 1500 for a national Fall 2011 survey • Margin of error is 3% for 95% of the time@AndreaGenevieveandream@stedwards.edu
  18. 18. COMM 2337 Survey DesignThe PR • Watch semanticsCampaign • Use close-ended questions when Class 9 possible Fall 2011 • Avoid jargon • Timing is important • Types of questions matter@AndreaGenevieveandream@stedwards.edu
  19. 19. COMM 2337 Types of ResponesThe PR Yes or No (Dichotomous)Campaign Likert Scale Class 9 Multiple Choice Fall 2011 Rank Order Rating Scaled@AndreaGenevieveandream@stedwards.edu
  20. 20. COMM 2337 RatingThe PR Rating Scales:Campaign • Excellent, Above Average, Average, Below Average, Poor • Outstanding , Very Good, Good, Average, Poor Class 9 • Strongly Agree, Agree , Disagree ,Strongly Disagree Fall 2011 • Excellent, Good , Fair, Poor • Always, Usually, Sometimes, Never • Very Often, Often, Sometimes, Never • Very Satisfied, Satisfied, Not Satisfied • Very Important, Important, Not Important • Very Helpful, Helpful, Not Helpful • True, False • Yes, No@AndreaGenevieveandream@stedwards.edu
  21. 21. COMM 2337 Rank Order • A Rank Order scale gives the respondent a set ofThe PR items and asks them to put the items in some form of order.Campaign • The measure of order can include preference, importance, liking, effectiveness and so on. The order is often a simple ordinal structure (A is Class 9 higher than B). It can also be done by relative Fall 2011 position (A scores 10 whilst B scores 6) Example Please write a letter next to the four evening activities below to show your preference. Use A for your most preferred activity, B for the next preferred, then C for the next and then D for the least preferred. __ Staying in and watching television __ Exercising __ Cooking Dinner __ Playing video games@AndreaGenevieveandream@stedwards.edu
  22. 22. COMM 2337 Likert:The PR The format of a typical five-levelCampaign Likert item is: Class 9 • Strongly disagree Fall 2011 • Disagree • Neither agree nor disagree • Agree • Strongly agree@AndreaGenevieveandream@stedwards.edu
  23. 23. COMM 2337 Research GuidelinesThe PR • Decide detailsCampaign • State objectives • Include a cover • Keep demographics at the Class 9 letter end Fall 2011 • Avoid confusing words • Choose recipients • Edit leading questions • Decide sample • Organize questions in a • Guarantee flow anonymity • Pretest the questions • Use a reward • Limit to 25questions • Have multiple people edit • Use closed ended questions@AndreaGenevieveandream@stedwards.edu
  24. 24. COMM 2337 Ways to SampleThe PR • Mail questionnaireCampaign • Telephone survey Class 9 • Personal interview Fall 2011 • Piggyback surveys • E-mail and web@AndreaGenevieveandream@stedwards.edu
  25. 25. COMM 2337 Next Steps…The PR R.A.C.ECampaign Class 9 Fall 2011 A: Action Plan@AndreaGenevieveandream@stedwards.edu

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