pr planning: research
DESCRIPTION
TRANSCRIPT
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PR Research: The First Step
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Great PR Happens with R.A.C.E
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R.A.C.E Basics
R: Research
A: Action or Planning
C: Communication
E: Evaluation or Measurement
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R: Research
Establish the problem or challenge by providing information needed to understand publics. Research is used to develop a powerful message.
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A: Action
Planning refers to the process of setting goals or objectives and finding ways to meet them
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Parts of PR Plan
1. Situation
2. Objectives
3. Audience
4. Strategy
5. Tactics
6. Calendar or Timeline
7. Budget
8. Measurement
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C: Communication
Communication deals with crafting a message and making the message appealing to specific publics.
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E: Evaluation
Measurement evaluates the effectiveness of messaging and provides a way to show whether or not PR actions are achieving objectives. Measurement is one of the most important parts of a PR plan.
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Step 1: Research
• Most crucial element• Evokes discovery• Gathers data• Sets benchmarks• Serves as a way to listen• May add credibility
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Functions of Research
define audience and segmenting publics
formulate strategy test messages prevent crisis monitor competition generate publicity
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Types of Research
Primary Secondary
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Pre-Research
Organizational Materials Database Information Internet Research Current Events Content Analysis Interviews Focus Groups Copy Testing
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Define Research Role
• What is the problem?• What kind of information is needed?• How will the results be used?• What publics should be researched?• Should and organization use a consultant?• How will the research be analyzed and
reported?• How much will the research cost?• What is the timeframe?
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Scientific Sampling
• Rigorous
• Highly scientific sampling
• Based on randomness and number of responses
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Sampling
• Random Sample (probability)
• Non- Probability
• Quota Sampling
Sampling is important for accurate, valid and reliable results.
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Sample Size
• Must reflect the audience and total population
• Typically size is 1500 for a national survey
• Margin of error is 3% for 95% of the time
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Survey Design
• Watch semantics
• Use close-ended questions when possible
• Avoid jargon
• Timing is important
• Types of questions matter
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Types of Answers
Yes or No (Dichotomous)
Likert Scale
Multiple Choice
Rank Order
Rating
Scaled
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Guidelines
• Decide details• State objectives• Include a cover letter• Choose recipients• Decide sample• Guarantee
anonymity • Use a reward • Use closed ended
questions
• Limit to 25questions• Keep demographics at the end• Avoid confusing words• Edit leading questions• Organize questions in a flow• Pretest the questions• Have multiple people edit
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Ways to Reach a Sample
• Mail questionnaire
• Telephone survey
• Personal interview
• Piggyback surveys
• E-mail and web
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Next Steps
R.A.C.E
A: Action Plan
To be continued…
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CreditsAndrea Genevieve Michnik
Intro to PR
St. Edwards University- Spring 2011
E-mail: [email protected]
@AndreaGenevieve
All photos protected under Flickr Creative Commons