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Public Relations Research

Public Relations Research. Part II: The Research Process. Overview of this Section. The Systematic Research Process Formative Research Evaluative & Summative Research. Conduct Research Systematically. Determine purpose Assess current situation Identify the problem or opportunity

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Public Relations Research

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  1. Public Relations Research Part II: The Research Process

  2. Overview of this Section • The Systematic Research Process • Formative Research • Evaluative & Summative Research

  3. Conduct Research Systematically • Determine purpose • Assess current situation • Identify the problem or opportunity • Determine “best” method • Design instrument • Collect data • Code & analyze results • Develop project/campaign/program • Execute the project/campaign/program • Evaluate project/campaign/program

  4. Formative Research: Situation Analysis What’s happening now? What messages do we want to communicate? Who do we want to reach? What do we want them to do?

  5. Situation Analysis Internal – Inside the Organization • Mission & vision • Long & short-term goals • Key Stakeholders • Products/services/programs External (Environmental Scanning) • Industry trends • Market situation • Societal & political trends • Potential issues, problems, crises

  6. Analyze the Whole Picture Structure Internal Impediments Performance Internal Environment Visibility Public Perception Supporters Reputation External Environment Opposition Competition External Opposition From Smith, R.D. (2002). Strategic Planning for Public Relations, p. 29

  7. Conduct a SWOT Analysis

  8. Identify & Analyze the Publics • Publics = Customers/clients, investors/donors/supporter, all employees, community, media, government, etc. • Who is the target public? • Identify & categorize publics • Demographics, Psychographics (VAL) • Situational Theory of Publics (based on issues) • Nonpublic, Latent, Apathetic, Aware, Active • More on this during theory session

  9. Write a Problem or Opportunity Statement • Actually write out the statement • Determine “Central Core of Difficulty” • Don’t assign blame; don’t develop solutions, yet

  10. Evaluation ResearchEvaluative/Summative How did we do? How effective were we? Did we change opinions, attitudes, actions or behavior? What can we change to improve?

  11. Evaluating Effectiveness Attitudes Awareness Exposure Action Behavior Outcomes (Change in Publics) Outputs (PR Work) Distribution Production

  12. Conducting Evaluative Research Helps You Show Results • Show whether objectives were met • Why, or why not? • Make recommendations • Show results • Provide proof to management or clients • Establishes a Benchmark for next time

  13. S.M.A.R.T. Objective Statements • Specific • Measurable • Attainable • Relevant • Timing

  14. Anatomy of an Objective By July 1, to increase the percentage of motoristsfrom 40% to 75% who know that more than half of all highway fatalities were caused by distracted driving during the past three years. Nature of intended change Target Date Target Public Amount of Desired Change Knowledge outcome to be achieved

  15. Strategic & Effective Public Relations should • At beginning • Throughout • At the end, always Research

  16. End of Part II Please go to Part III: Research Terminology

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