Research

1
Research
for Public Relations
2
How do you DO? . . .
Public Relations
3
R -A- C -E

• RESEARCH
• ACTION
• COMMUNICATION
• EVALUATION

4
The First Step

Only by performing the first step RESEARCH in
the PR process

• can an organization begin
• to map out policy decisions and strategies
• for effective communication programs.

5
Research begins with --

• Thinking Listening

• Information must be gathered
• Data must be collected
• Facts must be compiled

6
What can research DO?
Attitude The predisposition to act

• Help probe attitudes of groups, so that pertinent
  messages can be structured.

7
What can research do?

• Measure the true opinions of various groups.

Opinion expression of an attitude
8
What can research do?

• Identify opinion leaders

Identify Tell WHAT they are In addition to WHO
they are
9
What can research do?

• Reduce expenses

10
What can research do?

• Reveal trouble spots and public concerns
• Before

• They become
• PAGE ONE news

11
What can research do?

• Achieve credibility with
• TOP MANAGEMENT

12
Where do you begin?

• Secondary Research
• Already published materials
• Articles
• Books
• Records

• PRO inexpensive
• CON purpose may be different

13
Where do you continue?

• Primary Research
• You design and implement these methods
• Surveys
• Experiments
• Interviews
• Focus Groups

• PRO You determine the purpose, and you control
  the data collection
• CON More expensive than secondary

14
Research methodologies

• Quantitative Methods
• Checking records
• and publications
• Surveys
• Content Analysis

• Qualitative Methods
• Individual interviews
• Case studies
• Focus Groups

15
Focus Groups

• PROs
• Provides possibility of learning completely new
  information
• Can be modified during the process
• Facilitates learning HOW
• Can be relatively inexpensive

16
Focus Groups

• CONs
• Information is SUBJECTIVE
• Results cannot be graphed therefore, management
  may not like them as well as more scientific
  methods
• Good results depend (to a great extent) on the
  expertise of interviewer

17
Focus Groups

• HOW-TO
• Focus groups are structured ways to obtain
  general information about a particular topic
• The interviewer should not be a member of the
  organization. Why not?
• Try to have list of prepared questions/issues
• Size of group 8-12 WHY?

18
Survey

• PROs
• Can disclose the source of a problem
• GREAT for definitive numbers
• EXCELLENT way to track trends

19
Surveys

• CONs
• Usually do not uncover new information
• Questionnaire can be biased
• Data can be misinterpreted
• Can be expensive and time consuming

20
CONCLUSION

• Research is CRITICAL!!!
• Research is essential to VALIDATE and IMPROVE
  communication programs and activities
• Research is required for good management!