The PR Campaign: Research
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COMM 2337 The PR Campaign Class 9 Fall 2011 @AndreaGenevieve [email protected] The PR Campaign All You Need is a Donut and a Dream
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Transcript of The PR Campaign: Research
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
The PR Campaign
All You Need is a Donut and a Dream
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Great PR starts with RACE
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
RACE Basics
R: Research
A: Action or Planning
C: Communication
E: Evaluation or Measurement
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
R:Research
Establish the problem or challenge by
providing information needed to
understand publics. Research is
used to develop a powerful
message.
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
A: Action
Planning refers to the process of
setting goals or objectives and
finding ways to meet them
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Parts of PR Plan
1. Situation
2. Objectives
3. Audience
4. Strategy
5. Tactics
6. Calendar or Timeline
7. Budget
8. Measurement
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
C: Communication
Communication deals with crafting a
message and making the message
appealing to specific publics.
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
E: Evaluation
Measurement evaluates the
effectiveness of messaging and
provides a way to show whether or
not PR actions are achieving
objectives. Measurement is one of
the most important parts of a PR
plan.
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Step 1: Research
• Most crucial element
• Evokes discovery
• Gathers data
• Sets benchmarks
• Serves as a way to listen
• May add credibility
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Research Functions
• define audience and
segmenting publics
• formulate strategy
• test messages
• prevent crisis
• monitor competition
• generate publicity
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Types of Research
PRIMARY
1
SECONDARY
2
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Pre-Research
Organizational Materials + Database Information + Internet Research +Current Events + Content Analysis +Interviews + Focus Groups +Copy Testing
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Define Research Role
• What is the problem?
• What kind of information is needed?
• How will the results be used?
• 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?
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Scientific Sampling
• Rigorous
• Highly scientific sampling
• Based on randomness and number of
responses
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Sampling
• Random Sample (probability)
• Non- Probability
• Quota Sampling
Sampling is important for accurate,
valid and reliable results.
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Sample Size
• Must reflect the audience and total
population
• Typically size is 1500 for a national
survey
• Margin of error is 3% for 95% of the
time
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Survey Design
• Watch semantics
• Use close-ended questions when
possible
• Avoid jargon
• Timing is important
• Types of questions matter
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Types of Respones
Yes or No (Dichotomous)
Likert Scale
Multiple Choice
Rank Order
Rating
Scaled
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Rating
Rating Scales:
• Excellent, Above Average, Average, Below Average, Poor
• Outstanding , Very Good, Good, Average, Poor
• Strongly Agree, Agree , Disagree ,Strongly Disagree
• 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
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Rank Order• A Rank Order scale gives the respondent a set of
items and asks them to put the items in some form of order.
• The measure of 'order' can include preference, importance, liking, effectiveness and so on.
The order is often a simple ordinal structure (A is higher than B). It can also be done by relative 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
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Likert:
The format of a typical five-level
Likert item is:
• Strongly disagree
• Disagree
• Neither agree nor disagree
• Agree
• Strongly agree
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Research Guidelines
• Decide details
• State objectives
• Include a cover
letter
• Choose recipients
• Decide sample
• Guarantee
anonymity
• Use a reward
• Use closed ended
questions
• Keep demographics at the end
• Avoid confusing words
• Edit leading questions
• Organize questions in a flow
• Pretest the questions
• Limit to 25questions
• Have multiple people edit
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Ways to Sample
• Mail questionnaire
• Telephone survey
• Personal interview
• Piggyback surveys
• E-mail and web
COMM 2337
The PR
Campaign
Class 9
Fall 2011
@AndreaGenevieve
Next Steps…
R.A.C.E
A: Action Plan
