Public Relations DPR 3B

1. Public RelationsDPR 3B Learning Unit 1.1 Research in Public Relations 25 July 2011 Manual pp 11-35

2. LU1.1 learning outcomes • Justify the need for research to motivate the strategic role of Public Relations • Distinguish between PR research, evaluation and measurement • Describe the research planning and design process • Analyse the application and selection of qualitative and quantitative research methods • Discuss the different research methods • Explain and assess the methods and tools of integrating research into Public Relations practice DPR3B-LU1.1-Research (1)

3. Introduction • Previously, we looked at: • PR research and measurement tools • Basic concept of research and how it relates to PR • Measurement in PR • Now, we will revisit these concepts with a focus on the strategic role of PR and the role of research in practicing PR at a strategic level • Given all that you know about strategic PR, write down three reasons why research is important DPR3B-LU1.1-Research (1)

4. Why research is important • Enables measurement and evaluation • Demand for it from management • Without research, PR cannot be measured and is regarded as optional, dispensable • Research provides PR with the opportunity to prove its value • PR is under a lot of pressure to justify its existence and demonstrate accountability DPR3B-LU1.1-Research (1)

5. Research & measurement (1) • What gets measured, gets managed (Puth, 2002) • Measurement is the process of assigning numerical values to some or all the attributes of the study objects • Studies show that PRPs and CCPs continue not to use research to plan and measure their activities, despite a demand of this from management DPR3B-LU1.1-Research (1)

6. Research & measurement (2) • Urgent need to change perceptions in PR • Profession under pressure to justify existence and demonstrate accountability • Recessionary pressures are causing cut-backs, indicating PR is seen as optional and dispensable • Research & measurement can help PR prove and confirm its value DPR3B-LU1.1-Research (1)

7. PR research, evaluation & measurement (1) • PR research • Key to design and execution of successful PR programmes • Defined as any systematic study of relationships and patterns established when people want to share information • Assists in providing PRPs with knowledge of target audiences’ attitudes, hopes, fears, expectations DPR3B-LU1.1-Research (1)

8. PR research, evaluation & measurement (2) • PR research • Formative research is conducted before PR programme to help PRPs with strategies and plans • Formative research defines problem, publics and target markets • PR research revolves around the broader identification and explanation of issues relating to the organisation or field of PR DPR3B-LU1.1-Research (1)

9. PR research, evaluation & measurement (3) • Evaluation and measurement • Determines effectiveness/value of what is done in PR • Short-term: assesses success/failure of programmes, strategies, activities or tactics by objectives • Long-term: assesses success/failure of broader issues that aim to enhance relationships with target audiences • Done after a campaign by measuring key components to prove that it was well directed, implemented and achieved the required results DPR3B-LU1.1-Research (1)

10. PR research, evaluation & measurement (4) • Evaluation and measurement • Terms used interchangeably • Evaluation determines value/importance through comparison against predetermined set of goals and objective and is subjective • Measurement involves interpretation/judgement to give precise results by comparison to a standard or baseline • Evaluation & measurement highlights PR success or failure DPR3B-LU1.1-Research (1)

11. Two types of evaluation (1) • Formative evaluation takes place before PR programme to help PRPs develop plans to deal with opportunities and threats • Characteristics • Tool for ensuring/improving effectiveness of PR efforts • Conducted prior to and during implementation • At worst only conducted at beginning of PR programme • Best conducted continuously throughout programme to improve implementation DPR3B-LU1.1-Research (1)

12. Two types of evaluation (2) • Summative evaluation is used to measure PR programmes, monitor implementation and evaluate performance against objectives • Characteristics • Summarises overall impact of PR programme • Used to find out if goals and objectives were met • Conducted before, during and after implementation • Best conducted throughout life of the programme DPR3B-LU1.1-Research (1)

13. Review • 30 minutes to read through content in Manual pp 11-14 • Answer the questions: • Explain why research and measurement in Public Relations is important • Distinguish between Public Relations research and evaluation and measurement • Define and discuss the two types of evaluation DPR3B-LU1.1-Research (1)

14. Design & process in research (1) • Need to think about intent of research to select a design for the research = most appropriate way of methods of data collection • Cannot achieve research objective without the correct data • Example: • Purpose of exploratory research is to explore a topic • Purpose of descriptive research is to describe what is found DPR3B-LU1.1-Research (1)

15. Design & process in research (2) • Practically: • Employees unhappy about working conditions and hostile towards organisations • Research intent to understand their concerns and resolve problems • What do you want to do: Explore their concerns, therefore use exploratory research • Use qualitative measures in exploratory research • Why? DPR3B-LU1.1-Research (1)

16. Design & process in research (3) • How would you go about it? • Interview opinion/union leaders • Use focus groups of employees, but bear in mind that they may be hostile • Opportunity to express their views/concerns • Could you have use a descriptive design? • What measures would you use? • Would this approach have worked • Why/Why not? DPR3B-LU1.1-Research (1)

17. Design & process in research (4) • In summary: • When initiating research, first decide on the design • Outline the intended outcome of the research • There are classifications for all research designs in PR research because the methodologies used in PR are very broad (Rensburg & Cant, 2009) DPR3B-LU1.1-Research (1)

18. Types of research designs • Understand concerns • Understand more about • Deeper insight into • Use number to make sense • Environmental scanning • Determine reasons why • Info over longer periods • Explore relationship with other variables • Look at past to predict future • Exploratory research • Descriptive research • Qualitative research • Quantitative research • Post hoc research • Ex post factor research • Longitudinal research • Causal research m • Predictive research DPR3B-LU1.1-Research (1)

19. Research planning & design process • Question arises with an unknown resolution • Convert question to clearly stated research problem • Temporary hypothesis in response to problem • Literary search for answers and way forward • Collect data that relates to problem • Analyse, interpret data for meaning, repeat process • Data resolves research problem and supports hypothesis or not DPR3B-LU1.1-Research (1)

20. Qualitative vs quantitative • Research has qualitative and quantitative designs and methods • Difference lies in intention of research • Quantitative research uses quantitative methods • Qualitative research uses qualitative methods • Qualitative research seeks in-depth, open-ended responses to understand the problem • Quantitative research seeks structured and quantifiable responses that are presented in numbers, figures or statistics • Summary of characteristics in Table page 19 (Manual) DPR3B-LU1.1-Research (1)

21. PR Research Methodology (1) • Action research • To find a solution to a local problem in local setting • Example: determine if PR campaign improved understanding of company values • Case study • To learn more about unknown situation • Example: determine how employees respond to internal communication campaign, ie salary decrease vs bonus • Content analysis • To identify patterns, themes, biases in a body of material • Example: analyse customer comments on website to identify themes that appear consistently DPR3B-LU1.1-Research (1)

22. PR Research Methodology (2) • Correlation research • To investigate the relationship between two variables • Example: determine attitude of media towards a company using statistical information, ie how many times were the media contacted or did they contact the company • Developmental research • To look at developmental trends through comparison or over period of time, how groups change that get older • Example: used by major research houses to advise management on the strategic direction of organisation and its communication with stakeholders DPR3B-LU1.1-Research (1)

23. PR Research Methodology (3) • Ethnography • To investigate a cultural group in a natural setting • Example: used by major research houses to advise management on the strategic direction of organisation and its communication with stakeholders • Experimental research • To assess the effectiveness of random research-imposed treatments or interventions • Example: used by major research houses to advise management on the strategic direction of organisation and its communication with stakeholders DPR3B-LU1.1-Research (1)

24. PR Research Methodology (4) • Grounded theory research • To derive theory through data collection and interpretation • Example: used by major research houses to advise management on the strategic direction of organisation and its communication with stakeholders • Historical research • To solve historical problems through gathering and examining relevant data • Example: used by major research houses to advise management on the strategic direction of organisation and its communication with stakeholders DPR3B-LU1.1-Research (1)

25. PR Research Methodology (5) • Observation study • To observe behaviour objectively • Example: used by major research houses to advise management on the strategic direction of organisation and its communication with stakeholders • Phenomenological research • To understand perspectives and views of social reality • Example: used by major research houses to advise management on the strategic direction of organisation and its communication with stakeholders DPR3B-LU1.1-Research (1)

26. PR Research Methodology (6) • Quasi-experimental research • To assess the effectiveness of non-random research-imposed treatments or interventions • Example: used by major research houses to advise management on the strategic direction of organisation and its communication with stakeholders • Survey research • To describe the incidence, frequency and distribution of certain characteristics of the population • Example: provides information about perceptions of stakeholders about the company or a specific issue DPR3B-LU1.1-Research (1)

27. Self-study and class feedback • Example of a research report pp 25-35 (Manual) • Read through the research report • Identify three key issues that stand out • Explain why they made an impact on you • Did you find the research report easy to read? • If it was not easy to read, how could it be improved? • For class discussion Monday 1 August 2011 DPR3B-LU1.1-Research (1)