PUBLIC RELATIONS- ALMOST LIKE AD- A

LITLE DIFFERENCE

Copyright 2001, Prentice Hall, Inc.

PR Research
Helps to understand and identify key
publics, framing important issues,
developing public relations and
organisational strategy and measuring
results.
Mainly two types of researches- qualitative
and quantitative types (spoken extensively
earlier)

QUICK QUIZ

What is...

The
The systematic
systematic collection
collection and
and
interpretation
interpretation of
of information
information to
to
increase
increase understanding
understanding about
about any
any
discipline
discipline
Copyright 2001 Prentice Hall, Inc.

Principles for Public

Relations Research

Establish clear program objectives

Differentiate between outputs & outcomes
Rely on several research techniques
Public relations effectiveness advertising
effectiveness
Measure media content as a first step in evaluation
Identify key messages, target audiences, &
communication channels
Link evaluation to overall business goals, strategies, &
tactics

Copyright 2001 Prentice Hall, Inc.

Research can:

Describe a process, situation, or

phenomenon

Explain why something is happening

Predict what will probably happen if

we DO or DO NOT take action

Copyright 2001 Prentice Hall, Inc.

Applied ResearchWhich includes-Strategic Research

-Evaluative Research

Copyright 2001 Prentice Hall, Inc.

Theoritical Research
Which includes-Abstract Research
-Conceptual Research

And how do you collect data for these researches?

1) Surveys
2) Communication Audits

3) Unobtrusive Measures

Copyright 2001 Prentice Hall, Inc.

Reveals Attitudes
Reveals Opinions

Descriptive Surveys or
Explanatory Surveys
Copyright 2001 Prentice Hall, Inc.

And thus- any survey has the

following important elementsA) Sample
B) Questionnaire

C) Interview
D) Analysis of Results

Copyright 2001 Prentice Hall, Inc.

 A) Research Sampling
Simple

Random
Sampling

Systematic
Stratified
Cluster

Copyright 2001 Prentice Hall, Inc.

10

 Research Sampling
Convenience
Non-Random
Sampling

Quota
Volunteer

Copyright 2001 Prentice Hall, Inc.

11

B) Questionnaire DOs

Use everyday language

Pretest with colleagues
Attach an explanatory letter
Enclose a stamped envelope

Follow-up on first mailing

Distribute plenty of questionnaires

Provide a small reward

Copyright 2001 Prentice Hall, Inc.

Keep it short
Measure intensity of feelings

12

Questionnaire DONTs

Copyright 2001 Prentice Hall, Inc.

Dont ask open-ended questions

Dont ask loaded questions

Dont ask dual-answer questions

13

QUICK QUIZ

C) The Interview

What is a focus group?

Moderator leads a group discussion
about specific opinions of interested
people who are paid for their efforts

Copyright 2001 Prentice Hall, Inc.

14

TRIVIA-

D) Analysing Results

In a typical analysis of results what

is the average margin of error?

Copyright 2001 Prentice Hall, Inc.

15

2- Communication
Audits
to solve:
Bottleneck info flow
Uneven communication
workloads
Employees working at
cross-purposes
Hidden info that needs
to be shared
Conflicting info or
notions

Copyright 2001 Prentice Hall, Inc.

3- Unobtrusive
methods

Content analysis
Readability indexes
Fact-finding

16

st
g be
inin
erm
Det
way ata
rD
athe
to G
Copyright 2001 Prentice Hall, Inc.

Sel
ect
in g
Ou App
tco rop
me ria
te
s

Reporting back
to Management

Se c
Ma uring
na g
Com eme
nt
m it
men
t

e
l
b
a
r
u
as ives
e
t
M
c
p b je
u
g
O
n
i
t
m
Set ogra
Pr

17

Pre-test

Monitor On-going Programs

Post-test

Copyright 2001 Prentice Hall, Inc.

18

Research and the...

Copyright 2001 Prentice Hall, Inc.

19

Establish objectives

Determine criteria

Determine benchmarks

Select the right measurement tool

compare results to objectives

Draw actionable conclusions

Copyright 2001 Prentice Hall, Inc.

20

www.yahoo.com
www.hotbot.com
www.infoseek.com
www.lycos.com
www.search.com...ETC.
Copyright 2001 Prentice Hall, Inc.

21