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Maximizing PR Success: Key Research Methods & Competencies

Learn about the importance of research in public relations practice and APR exam preparation. Explore key research methods and competencies in this enlightening session presented by Dr. Linda Hagan, APR. Discover how research plays a critical role in strategizing, substantiating claims, and making informed decisions in PR. Gain insights on the research process and its contributions to successful PR campaigns.

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Maximizing PR Success: Key Research Methods & Competencies

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  1. Public Relations Research Accreditation in Public Relations (APR) Prep Session Part I Sponsored by the PRSA Detroit Chapter Presented by: Linda Hagan, Ph.D., APR Taped: April 2017

  2. Your Presenter Linda Hagan, Ph.D., APR

  3. Overview of this Session • Importance of Research • Research Process • Research Terminology • Key Research Methods (section 1) • Key Research Methods (section 2)

  4. Part IThe Importanceof Researchin PR Practice

  5. Research in APR Exam 30% A Few of the Key Competency Areas: Control analysis Researching, planning, implementing, & evaluating campaigns (RPIE) Analytical skills Evaluation of programs Basic Research Applied Planning ability

  6. Research, simply • Asking questions • Listening • Reading • Measuring • Diagnosing

  7. Strategic & Effective Public Relations should • Begin with • End with • Throughout include Research

  8. Elements of the Complete Public Relations Program 1. Research 2. Planning 4. Evaluating 3. Implementation RPIE Process 4-Step Process RACE Method

  9. Elements of the Complete Public Relations Program 2. Planning: Strategy Development “What should we change, do, and say, and why?” 1. Research: Defining the Problem “What’s happening now?” 4. Evaluating:Evaluating the program “How are we doing, or how did we do?” 3. Implementation:Executing Strategy, Taking Action & Communicating “How and when should we do something and how should we say it?”

  10. Examples of How Research Can Help • Pinpoint the problem • Help find effective remedies • Define audiences – segment publics • Formulate strategy

  11. Examples of How Research Can Help • Test messages • Help management stay in touch • Save your organization $$$ • Prevent crises • Sway public opinion

  12. Examples of How Research Can Help • Monitor competition • Generate publicity • Measure success • Achieve credibility – speak “language” • Advance your career!

  13. In Summary, Research Can Help You • Strategize • Substantiate your claims • Make informed decisions It’s important! Do it before, during, and after Sanchez, C. (2013, Sept. 24). “3 Reasons why research is crucial to effective public relations. Retrieved from: http://www.Weber Shandwickseattle.com

  14. End of Part I Please go to Part II: The Research Process

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