The document discusses the importance of research in public relations planning. It explains that research provides information needed to understand public needs and develop effective messages. Both qualitative and quantitative research methods are covered, including secondary research, interviews, surveys, and digital analytics. The role of research is to inform strategy, test messages, prevent crises, and measure success.

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Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 5
The Role and Scope of Research
in Public Relations

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Understand the importance of research in
public relations planning
Conduct online and database research
Organize a focus group
Design a scientific survey
Write a survey questionnaire
Determine the best method of reaching
respondents
Conduct basic Web and social media
analytics
Chapter 5 Objectives

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The Importance of Research
 Research is the first of 4 essential steps for
effective public relations
 Provides the information
required to
Understand the needs
of publics
To develop powerful
messages

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Determining the Research Role
and Scope
 What is the problem?
 What kind of information is needed?
 How will the results of the research be used?
 What specific public (or publics) should be researched?
 Should the organization do the research in-house or hire
an outside consultant?
 How will the research data be analyzed, reported, or
applied?
 How soon will the results be needed?
 How much will the research cost?

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Using Research
 To achieve credibility with management
 To define audiences and segment publics
 To formulate strategy
 To test messages
 To help management keep in touch
 To prevent crises
 To monitor the competition
 To sway public opinion
 To generate publicity
 To measure success

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A Variety of
Research Techniques
 According to one survey of practitioners 75% of
respondents described their research as casual
and informal
 Primary v. secondary research
 Qualitative v quantitative research

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Qualitative versus Quantitative
Research

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Secondary Research
 When public relations professionals
analyze data collected by someone else
 Common sources
 Online databases
 The World Wide Web

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Qualitative Research
 Five qualitative
research techniques
Content analysis
Interviews
Focus groups
Copy testing
Ethnographic
techniques

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Quantitative Research
 Often takes the form of polls and surveys
conducted using precise, scientific
sampling methods
 Based on 2 major factors
Random sampling
Sample size

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Questionnaire Construction
 Carefully consider wording
 Avoid loaded questions
 Consider timing and context
 Avoid the politically correct answer
 Give a range of possible answers
 Use scaled answers

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How to Reach Respondents
 Mailed questionnaires
 Telephone surveys
 Personal interviews
 Omnibus or piggyback surveys
 Web and e-mail surveys

14. Web Analytics
 Provide information about number of site
visitors and page views
 2 types
Off-site
On-site
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15. Social Media Monitoring Tools
 Typical objectives
Increasing revenues
Tracking and managing issues
Developing content that tracks trends in
thinking and fashion (called memes)
Increasing awareness of the organization’s
mission
Improving public opinion of a particular cause
or organization
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16. Social Media Participatory
Research
 Form of participant observation that may include
 Tweeting and following influential tweeters
 Pinning and viewing pins on Pinterest
 Watching and posting YouTube or Vimeo videos
 Reading blogs
 Reviewing user comments on news stories and
opinion pieces relevant to the client’s business
 Tracking what people consider important or good
current reading on Reddit
 Monitoring activity in Facebook groups that impact
one’s business
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17. Contribution of Digital Analytics
to PR Research
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