Amity School of Business

Module 5

Research In Public Relations

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Types of Research Sources

• Primary Data

• Secondary Data
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Two types of Research

• Quantitative Research: Uses survey based on

representatives sample of the population or target
group(empirical study)

• Qualitative Research: Follows in-depth,

Unstructured exploration with either small group of
individuals or with individuals on one to one basis
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Qualitative Research
• Focus Group :
Which generate information explaining how people feel
about the concept .This is called as Concept testing that can
be used to reduce a number of ideas to only one or two for
further testing

• Concept Research :
Concept Testing helps every element of communication mix.
The concept should be researched & tested among
colleagues & customers

• Target Group Index :

Collects & compiles information on consumer brands and
profiles of heavy ,medium & light users in vast range of
product category & sub category
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Qualitative Research
• Tracking Studies :
Involves pre & post advertising research which
aims to measure the awareness & brand
recognition before & after an advertising
campaign
- Diary
- Electronic meter
- People meter
- Telephone interview
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PR Research
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Need for PR Research

1. Planning & setting of goals

2. Initiating PR action plans

3. Identifying & prioritizing public

4. Evaluating results of planned PR programme

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Types of PR Research
1. Public Opinion Research

• Image Survey
• Motivation Research
• Effectiveness Survey
• Content Analysis
• Individual Public Studies

2. PR Audit
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Public Opinion Research

1. Image Surveys:
Determine the institutional profile or corporate image in
the public mind by ascertaining the attitudes of people
towards an organization.

2. Motivation Research:
Ascertains why the public looks with favor or disapproval
upon a company or industry .It seeks to discover through
depth interview with representative sample of the
population.

3. Effectiveness surveys :
Used to measure the impact on public opinion made by
the company's public relation activities
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Public Opinion Research

4. Content Analysis:
This is research developed by Harold Lasswell .
Through which an objective ,systematic and
quantitative analysis is made of the content of
one or more of the mass media .
Through this technique an organization can
determine what is being published or
broadcasted about it & the context in which it is
presented.
Harold Lasswell formulated the core questions of
content analysis: "Who says what, to whom, why,
to what extent and with what effect?."
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5. Individual Public studies :

Studies made on the attitudes of
individual publics .
Numerous corporations make periodic
employee –opinion surveys to determine
their views of the companies, its policies,
practices, working conditions and about
management and supervision
 PR Audit Amity School of Business

A relatively new type of research tool that blends

elements of the two discipline : opinion
research and public relations. PR AUDIT can
help the company in.

• Determining how well are company relations.

Are understood by key audience
• Identifying misconceptions which may be
causing difficulties.
• Measure the effectiveness of specific PR
projects
• Determine what key people in different fields
would like to see the company achieve
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Steps Involved in Internal Audit

• Finding out what we think :
 Assess the company's strength & weakness
 Determine what areas the external phases of audit will cover

• Finding out what they think:

Means talking to public to find out how closely their views of the
company match its executive own perception in key areas

• Evaluating the Disparity:

Between two points if it exists to arrive at Public relation balance
sheet of assets, liabilities ,strength ,weakness ,etc

• Recommending:
A comprehensive communication program aimed at closing gap
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Scope of PR Audit
• When the PR manager is new at the job
• When the PR manager is planning a new PR program
• When there is a new CEO
• When there is any change in company's financial
conditions
• When there is change of magnitude of company's
corporate structure
• When the company needs to review its corporate identity
program or PR aspects of its advertising campaigns
• When the PR director needs a clearer mandate from
management
• When an annual or periodic measurement of progress in
needed
 MEDIA TRACKING
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• Media monitoring is the activity of monitoring the output

of the print, online and broadcast media
• The services that media monitoring companies provide
typically include the systematic recording of radio and
television broadcasts, the collection of press clippings
from print media publications, the collection of data from
online information sources.
• The material collected usually consists of any media
output that makes reference to the client, its activities
and/or its designated topics of interests. The monitoring
of online consumer sources such
as blogs, forums and social networks is more specifically
known as buzz monitoring which informs the company of
how its service or product is perceived by users.
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• While monitoring social media it can be beneficial for a company to

respond to as many posts as possible. Not all comments will be
positive ones, but it is good for the customers to know they are
being heard. It is also important to keep in mind to avoid deleting
any unfavorable content from a social media page you control. You
should assume that something on the Internet was seen by at least
one person, no matter how quickly you delete it. Deleting the
comment can make the company look even worse and give the idea
of a cover-up which implies guilt on the company’s part.
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• Most media monitoring is done within private public

relations agencies or businesses in house public
relations sectors. Publicists will track the number of
times the company was mentioned within different
platforms. Some of the main platforms include
magazines, newspaper, blogs, and social media. These
entries are referred to as “clippings” and are compiled
into monthly reports by the Public Relations firm. These
clippings are then presented to the client along with the
circulation and impressions from these platforms.
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Advantages of PR research
• Enables management to formulate policies that
are acceptable to public

• Produces suggestions that can lead to better

products, services and relationship

• Makes management aware of existing &

potential problems & thus be helpful in
determining objectives & strategies of PR
program

• It can reveals the reasons for public apathy

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Limitation of PR research

• Responses to survey are superficial &

misleading

• Public questioned are too small to reflect public

opinion

• Interviewers biases may influence the replies of

respondents
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Elements to consider in creating a public
relations campaign
• Audience or Publics
A group of people to whom your company needs to be
responsive and responsible. This includes customers,
prospective customers, colleagues, employees and their
families, government representatives, shareholders or
investors and your neighbors.

• Goals of your campaign

What is it that you hope to achieve? Do you want to attract
new customers? Enhance your company's image and
reputation? Create closer ties with the community? Educate
the public about your industry?
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• Medium of communication
Print journalism? Broadcast media? Your Web site?
Word of mouth? An exhibition booth at a community
event? A billboard?

• Framework of your campaign

What steps need to be taken in order to achieve your PR
goals? What is the outline of your PR campaign? How
long will the campaign be? What is the budget? Which
staff members are to be involved? What needs to be
done?
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• Activities
The actual steps taken to advance your cause
and achieve your goals such as giving a speech,
donating to a charitable organization, sponsoring
a community event, organizing a blood drive, or
giving your employees holiday bonuses.
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• Phrasing of the message

What are the reasons why your business is
involved in the particular activity? What is it that
you want to say? Why was this public relations
campaign developed? Public relations
messages are different from advertising slogans.
For example, Nike's ad slogan is "Just Do It."
While its public relations message might be that
athletic activity is a vital component to a
rewarding life.