Types & Uses of PR Research

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PR Campaigns J4- 554 January 7, 2010, Margy Parker

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Different types and uses of communications research (January 14, 2010 lecture).

Transcript of Types & Uses of PR Research

Page 1: Types & Uses of PR Research

PR Campaigns J4-554

January 7, 2010, Margy Parker

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Today’s class timeIntroduction – your instructor

Types of PR Research, how it applies to the “Plan”

Qualitative Research –

Mock Focus Groups

Assignments – January 12

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Margy – something personal

Loves the outdoors!

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Margy – something professional

• PR Consultant• Utilities• Events• Health care• Food & Beverage

Managed two non-profits on Kaua`i ‘83 ‘til ‘05.-One in tourism

marketing/pr/adv-One in community

development & enrichment

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Margy – something academicNative cultural image use in promotional

materials (Three conferences, M.S. thesis)

Language acculturationNews media & advertising

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Margy – some backgroundMarried, one daughter

Live in Florence, and on Kaua`i

Moved to Hawai`i 1980, Raised in northern California.

Bachelor of Arts - French/Spanish

Graduate Certificate – Telecommunications

Master of Science - Communication

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Future Plans

Keep teaching – I love it!

Grow PR business

Volunteer

Take a major camping trip

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Favorite TV/Movie/NewsBig Bang Theory

60 Minutes

“Crash”

New York Times

Small town newspapers

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Margy - Extra detailsReturns emails w/in 24 hours (M-F)

Returns calls w/in 24 hours (M-F)

Weekends OK – major deadlines, emergencies, issues

Approach is to guide and advise – academic & professional

Expect honesty and integrity,

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Types & Uses of PR Research

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Research – Foundation for PR Planning

Research = What you know.

Analysis & Judgment = How you think.

CEOs & Managers look for “proof” and support for PR concepts based on research and analysis.

Research supports creativity in PR

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Research Goals Understand issues

Identify stakeholders, audiences

Formulate objectives

Formulate key messages

Follow up evaluation adjustment next steps

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Types of ResearchFormal Informal

Secondary Primary

Qualitative Quantitative

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Secondary Research - InternalCommunication

s Audit

Environmental Monitoring

Integrated Research

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Secondary Research – External*

Organizational publications

Online - factoids

Trade organizations, government agencies

Media clips

Media sources

Best practices

*Be aware of bias

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Other Secondary - Social AuditHow well -- living up

to public responsibilitiesEnvironmental/social

involvementMinority hiringEmployee safetyMutual benefitsHow linked with cause

MAY LEAD TO SOCIAL RESPONSIBILITY CAMPAIGN

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Primary ResearchQualitative

Quantitative

Data analysis

Results evaluation

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Applying Research to “The Plan”

Secondary – Background, SWOT, best practices client meetings

Background, Situation Analysis and Goal

Incorporates the challenge or opportunity determines the vision

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Applying Research to “The Plan”

Primary research will determine audience motivation and characteristics (likelihood)

Audience Selection

Most likely to participate, grow, be receptive*,

*What’s important to them, motivates them?

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Applying Research to “The Plan”

Secondary and primary research will determine action and purpose (and intended result.)

Audience Objective

What do you want to happen with a target audience, for what purpose (to what result)?

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Applying Research to “The Plan”

Primary research will determine

Strategies

What media/communication channels are important, how audience is engaged.

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Applying Research to “The Plan”

Primary research will determine

Messaging

What resonates with the audience, what they see as a benefit or value, why they use competitors

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Applying Research to “The Plan”

Primary research will determine

Tactics

What attracts audience attention? (specific interest? involvement? contests? entertainment? knowledge?

participation, word-of-mouth?)

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Primary Research - Qualitative

Insight … not rules

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Primary Research - Quantitative

Social, homogeneous … not individual

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Primary Research - Qualitative

Flexible, not standardized

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Primary Research - Qualitative

Words, not numbers

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Focus Group ExerciseSplit into two groups

Read one of the case studies

Decide on what you would want to find out form a focus group

What the group will have in common

What questions/guidelines you would ask.

Conduct a mock focus study

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Assignments – January 12Client meeting – before January 12

Client Report #1 – Background, SWOT, Project

Read course pack #3 – Survey research

Informal presentation on client meeting, background, best practices, project