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Types & Uses of PR Research

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

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Types & Uses of PR Research

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

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