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Research Basics

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For PR students at the UofO

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Research
What is Research How can we identify and define our constituent groups? How does this relate to message design? How does this relate to program design? How does it relate to media selection? How does it relate to schedule/ timetable? How does it relate to implementation?
Principles of Research Establish clear program objectives desired outcomes tied to business goals Differentiate between “outputs” and “outcomes” Measuring content is a first step, but limited No one technique can evaluate PR effectiveness Be wary of comparison between adv effectiveness and PR effectiveness
Final Principle... The best measurement of PR effectiveness: clearly identified key messages clear target audiences clear communication channels PR cannot be evaluated in isolation: must be linked to goals, strategies and tactics
Research Basics
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Research Basics

  • 2. What is Research How can we identify and define our constituent groups? How does this relate to message design? How does this relate to program design? How does it relate to media selection? How does it relate to schedule/ timetable? How does it relate to implementation?
  • 3. Principles of Research Establish clear program objectives desired outcomes tied to business goals Differentiate between “outputs” and “outcomes” Measuring content is a first step, but limited No one technique can evaluate PR effectiveness Be wary of comparison between adv effectiveness and PR effectiveness
  • 4. Final Principle... The best measurement of PR effectiveness: clearly identified key messages clear target audiences clear communication channels PR cannot be evaluated in isolation: must be linked to goals, strategies and tactics