Research

What is ResearchHow 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

Benefits of Research

Develop Understanding

Stay in Touch

Guide Strategy

Prevent Unintended Effects

Develop Research-Based Objectives

Types of Research Three broad areas:

Applied Research

Theoretical Research

Secondary Research

Applied Research

Strategic Research (pre-planning)

Evaluative (post-campaign)

Applied Research Techniques

Surveys, Focus Groups, Interviews

Communication Audits

Unobtrusive Methods

Determining Research Needs

How do you know what kind of research to do?

Survey

No direct observation

Infer behavior from data

Strengths: assess attitudes or opinions

Limitations: relies on self-report, descriptive (not explanatory)

Focus GroupsExploration

Investigation

Understanding motivations

New idea generation

Communication refinement

Strategic positioning

Word of mouth research

Secondary Research

Desk Research

Research reports, media coverage, Web sites, etc.

Can be used to inform primary research or serve as research on its own

Scavenger Hunt : One

Find demographic information for this neighborhood:

Age

Income

Education

Home Ownership

Scavenger Hunt : Two

What was the most recent public relations related conference to take place? (nationally)

Scavenger Hunt : Three

In Public Relations... What is:

Average age?

Average salary?

Gender breakdown?