4 Steps to Any PR Effort
• Research
• Planning• Developing strategies & tactics
• Communication• Crafting communications that follow the plan• Execute the plan
• Measurement
Research Used To
• Achieve credibility with management
• Define audiences, segment publics based on demographics, psychographics
• Formulate Strategy
• Test Messages
• Prevent Crises
• Monitor the Competition• “Real world” activities
• Online
• Generate Publicity
• Measure Success
Preliminary Questions
• What is the problem we want to address?
• What kind of info is needed?
• How will the research results be used?
• Which specific publics should be studied?
• In-house or outside consultants?
• How will data be analyzed, reported or applied?
• How soon are the results needed?
• How much will the research cost?
Techniques
Primary Research
• Surveys & polls
• Focus groups
• In-depth interviews
• Field Observations
• Quantitative data via web analytics
• Quantitative data via P-O-S or other sources
Secondary Research
• Literature searches & database retrieval• These are articles,
summaries, reports prepared by others.
Top Related