1 / 32

TH I NK Public Relations

Learn about the crucial first steps of effective public relations - research and planning. Understand the importance of research methods and how to strategically plan your PR campaigns.

patriciabynum
Download Presentation

TH I NK Public Relations

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. THINK Public Relations Wilcox/Cameron/Reber/Shin

  2. Ch5: Research and Campaign Planning

  3. Overview • The four essential steps of effective public relations • Research: The first step • Research methods • Planning: The second step

  4. Four Essential Steps of Effective Public Relations • Research • Planning • Communication • Measurement • Chapter 5 describes the first two of these four steps—research and planning

  5. Research: The First Step • What is research? • A form of listening • Essential to any public relations activity or campaign • Questions to ask before research design • What’s the problem? • Kind of information needed? • How will results be used? • Public (or publics)? • Who should do it? • How will data be analyzed/reported/applied? • Timetable? • Budget?

  6. What Do You Think? • Identify at least five ways that research is used in public relations.

  7. Using Research • Ways to use research • Achieve credibility with management • Define/segment publics • Formulate strategy • Test messages • Prevent crises • Monitor competition • Generate publicity • Measure success

  8. Research Methods • Types of Research • Secondary research • Existing information • Primary research • New/original information • Qualitative • Exploratory, rich data, often not generalizable • Focus groups, in-depth interviews, observation • Quantitative • Descriptive/explanatory, often generalizable • Mail surveys, telephone polls

  9. What Do You Think? • What are the advantages of using a telephone survey? • Why can a phone survey be problematic?

  10. Qualitative vs. Quantitative

  11. Research Techniques • Organizational materials • Library and online databases • Internet • Content analysis • Interviews • Focus groups • Copy testing • Scientific sampling methods

  12. Random Sampling • Everyone in the target audience has an equal chance of being selected. • Nonprobability sample is not random. • Most precise random sample is selected from list naming everyone in the target audience.

  13. Sample Size • Usually a sample of 250 to 500 people will provide data with a 5 to 6 percent margin of error. • A sample of 100 people will provide about a 10 percent margin.

  14. Sample Size Matters

  15. Reaching Respondents • Mail questionnaires • Telephone surveys • Personal interviews • Piggyback surveys • Web and e-mail surveys • (human subjects note)

  16. Planning: The Second Step • Planning must be strategic and systematic. • Planning involves the coordination of multiple methods.

  17. Approaches to Planning • MBO • Ketchum’s Strategic Planning Model: Facts, goals, audience, key message

  18. Eight Elements of a Program Plan • Situation • Objectives • Audience • Strategy • Tactics • Calendar/timetable • Budget • Measurement

  19. Achieving credibility with management, defining audiences and segmenting publics, formulating strategy, testing messages are some reason why PR professionals use: research

  20. The use of existing information in books, articles, and electronic databases is known as _____ research secondary

  21. What would be some typical types of qualitative research? focus groups, in-depth interviews, observation, role-playing studies…

  22. As a research technique, ______are widely used to help identify attitudes and motivations of important publics and To formulate or pretest message themes. focus groups

  23. When everyone in the target audience has an equal chance of being selected for the survey, this is random sample

  24. The most precise random sampling is usually done from: lists that essentially includes everyone in the targeted audience.

  25. The first element in a public relations plan is a: situation analysis

  26. What are some of the questions should one ask when establishing a program objective? Does it really address the situation? Is it realistic and achievable? Can its success be measured in meaningful terms?

  27. What are the elements of Ketchum’s Strategic Planning Model? See Page 104

  28. A budget is usually divided into what two categories? staff time and out-of-pocket expenses

  29. Analysis of key messages, number of brochures distributed, or market share increase are all examples of what stage in the public relations planning process? Measurement

  30. Public relations programs should be directed to what kinds of audiences or publics? specific and defined

  31. The systematic and objective categorizing of content is known as: content analysis

  32. ______research usually produces “hard” data while ____ research is said to produce “soft” data Quantitative / qualitative

More Related