understanding public relations research
TRANSCRIPT
Understanding researchChapter One
Public Relations & Research
Research is the beginning of a process that seeks to bring about a specific objective You may be familiar with many of PR processes
discussed in other PR courses. For example: Marston’s RACE model (Research, Action,
Communication, Evaluation) Hendrix’s ROPE model (Research, Objectives,
Program, Evaluation) Cutlip, Center & Broom’s four-step process (Defining
PR Problems, Planning & Programming, Taking Action and Communicating, Evaluating the Program)
History of Public Relations Research It’s often argued that public relations
practitioners fear research, though practitioners have always relied on research to some degree
What’s Changing in Modern PR Research?
1. Modern PR strives to deliver show how PR activities are influencing the bottom line.
1. The profession has moved from looking at large groups of people to looking at targeted, specialized groups.
Informal & Formal Research
Observing of people, events or objects of interest as they occur
Typically use qualitative methods
Systematic gathering, analyzing, and evaluating of data via some methodology
May use quantitative or qualitative methods
Informal Research Formal Research
Why Conduct PR Research?
Without research, PR practitioners are essentially guessing when it comes PR problems and PR campaigns / programs This results in a greater risk of being unable to
predict outcomes accurately Without research, we can not assess:
Where a problem begins How it evolves What the end product will be
Research & Decision Making
As PR has transitioned from a technical to a management function, the role of research has become increasingly important
Management decisions are influenced by many factors — acquiring and analyzing data are instrumental to the decision-making process
How is Research Used?
Research is used to: Track, measure, assess and evaluate PR actions To monitor trends and developments as they
occur Research is essential to the assessment and
measurement of PR messages and campaigns Helps PR practitioners know what’s working,
what’s not working and what corrective strategies we need to employ
Research & Evaluation
Evaluation is conducted during all parts of the PR process, including: At the pre-campaign research phase During the actual campaign At the end of a campaign
Evaluation Throughout the PR Process
Methodological Approaches to Data Research encompasses two methodological
approaches to data Informal – observations, taken from the
researchers experiences Formal – a more objective approach to data,
surveys and polls, social scientist Each methodology has advantages and
disadvantages
What is Quantitative Research?
Quantitative Research: The objective, systematic and controlled gathering of data
What is Qualitative Research?
Qualitative Research: relies on the subjective evaluations that provide researchers with an in-depth description and understanding of a particular subject or event
Quantitative vs. Qualitative Research
Quantitative Research Qualitative Research
Data Collection
• Controlled • Objective• Systematic Observation
• Uncontrolled• Subjective• Random Observation
Data Assessment
• Can be reliably measured• Validity can be measured• Is deductively interpreted
• Cannot be measured reliably• Validity is assumed• Is inductively interpreted
Outcomes
• Description• Understanding• Prediction• Control
• Description• Understanding
Quantitative vs. Qualitative Research Quantitative research creates population norms Qualitative research provides in-depth
understanding that is found outside of population norms
Quantitative and Qualitative methods compliment one another When combined, we can both predict how groups
acted or reacted and provide richer detail and understanding as to why they reacted a certain way
Triangulation: Using more than one research method in order to provide a better understanding of the problems under study
Introducing Theoretical & Applied Research Two basic types of research
Theoretical – seeks to provide an underlying framework for the study of public relations
Applied – seeks to use theory-driven research in business world situations
How Does Theoretical Research Work?
The theoretical researcher's ideas are put to the test in laboratory settings This means the researcher is trying to test research questions
in as “pure” a condition as possible The researcher establishes which variables cause changes
in other variables There is little theoretical research performed in the PR field,
though this is changing due to an increased emphasis on demonstrating how PR contributes to the “bottom line” (i.e. return on investment, ROI)
How Does Applied Research Work?
Theoretical research findings are used by the applied researcher
The applied researcher practices strategic research and evaluation research
Evaluation provides a baseline at a campaign’s start and allows researchers to set benchmarks against their research Benchmarks enable researchers to determine how their
campaign / program results compare to the industry or other companies
The Theoretical Researcher as the ArchitectThe Theoretical Researcher as the ArchitectCreates abstract plans that determine what the structure should look likeCreates the framework for how concepts and ideas work togetherSpecifies how certain materials should be usedSpecifies which concepts or ideas can be used
The Applied Researcher as the Builder
The Applied Researcher as the BuilderTakes the plans and uses them to construct the end-productUses the theoretical researcher’s framework & applies it to solve real-world problems
Research Questions
The relationship between applied vs. theoretical research and quantitative vs. qualitative research is driven by the kinds of research questions that are asked
A research question is actually a statement made into a research question
Types of Research Questions
Questions of Definition
Questions of definition: define what is it that we are attempting to observe
Most basic question asked by PR researchersThese questions are judgmental in that they seek to define what it is that we should be observingMay be answered by quantitative or qualitative methodology
Questions of Fact
Questions of Fact: seek to compare across or between groupsQoF arise from questions of definitionAnswer questions dealing with quantity — how much, how manyQuestions of fact can be verified or refuted through observation (i.e. quantitatively)Not capable of being answered through qualitative researchOften used when:
We want to know whether a communication strategy has produced change in how a public views a product
Whether a communication vehicle (how the message was delivered) has made a difference in the perceptions of an organization’s message
Questions of Value
Questions of Value: ask “how well” or “how good” something is
Can be answered quantitatively or qualitatively, but are best answered qualitatively
Answering QoV quantitatively means that researches must rely on attitude measure
Answering QoV qualitatively allows researchers to ask individuals what they think of the research object being measured and why
Questions of Policy
Questions of Policy: ask what should be doneQoP are always strategicAre almost always categorized as applied researchAnswered by carefully looking at the findings of questions of definition, fact and value
Require agreement on the definition of the problem, on the findings of fact and value
In its application, the QoP most often addressed is the actual development and execution of a communication campaign or program
Use of Research in PR Research is on the rise and is getting increasingly
sophisticated Employing both formal and informal research methods Using more complex statistical analyses
More theoretical research is being conducted by the industry
As we become increasingly global, there is a need for better understanding of complex social and economic issues
Best Practices in Public Relations
1. Research methods & procedures should:1. Be clear and have well defined research
objectives2. Have a through research design and strictly
adhere to it3. Provide detailed supporting documentation
2. Quality and substantive research findings should:
1. Demonstrate effectiveness2. Link outputs (tactics) to outcomes3. Develop better communications programs4. Demonstrate an impact on business outcomes5. Demonstrate cost effectiveness 6. Apply to a broader range of activities
Definitions
Applied research: seeks to use theory-driven research in business world situations
Data: The observations we make of the world around us via some methodology
Deductive reasoning: a “top-down” approach where research begins with a theory which is narrowed into a more specific hypothesis, tested through observation, and then confirmed or denied.
Evaluation research: provides assessments of how well the program or campaign is working
Formal research: the systematic gathering, analyzing and evaluating of data vis some methodology
Inductive reasoning: A “bottom-up” approach where research begins with specific observations and measures, begin to detect patterns and regularities, begin to formulate a tentative hypothesis, and finally develop general conclusions or theories
Informal research: the observing of people, events, or objects of interest as they occur
Definitions
Laboratory research: research that has been carefully controlled to exclude anything that might influence the relationships under study other than the specific concepts under study
Quantitative Research: The objective, systematic and controlled gathering of data
Qualitative Research: relies on the subjective evaluations that provide researchers with an in-depth description and understanding of a particular subject or event
Strategic research: the development of a public relations campaign or program that uses theoretical elements (e.g., messages, sources) in a practical way
Theoretical research: seeks to provide an underlying framework for the study of public relations
Triangulation: Using more than one research method in order to provide a better understanding of the problems under study
Variables: concepts that have been carefully defined for measurement