Chapter 5 notes from Public Relations Strategies and Tactics.
Effective PR is a process & the first step in that process is Research.
Defining the Research Role:
- What is the problem?
- What kind of information is needed?
- How will the results of the research be used?
- What specific public(s) should be researched?
- Should the organization do the research in-house or hire an outside consultant?
- How will the research data be analyzed, reported, or applied?
- How soon will the results be needed?
- How much will the research cost?
PR Professionals use research in the following ways:
- To achieve credibility with management
- To define audiences and segment publics
- To formulate strategy
- To test messages
- To help management keep in touch
- To prevent crises
- To monitor the competition
- To sway public opinion
- To generate publicity
- To measure success
- Secondary research – uses existing information in books, magazine articles, electronic databases, etc.
- Qualitative research – includes:
- content analysis
- focus groups
- copy testing
- ethnographic techniques
3. Quantitative research – PR professionals conduct polls and surveys using highly precise scientific sampling methods