Chapter 5 Flashcards
How can we use Research in PR
Achieve credibility with management Define/segment publics Formulate strategy Test messages Prevent crises Monitor competition Generate publicity Measure success
Secondary research
◦ Existing information, e.g. company records, databases, articles
Primary research
◦ New/original information, e.g. focus groups, interviews, surveys
◦ Exploratory, rich data, often not generalizable
◦ Focus groups, in-depth interviews, observation
Qualitative
Quantitative
◦ Descriptive/explanatory, often generalizable
◦ Mail surveys, telephone polls
List some general research techniques…
Organizational materials (records, people)
Library and online databases
Internet
Content analysis – quantity and quality (+/-)
Interviews – in person, by phone, mediated
Focus groups – 1-2 hour long group interviews, to test public opinion or new
ideas/products
Copy testing – to determine audience understanding
Surveys/Questionnaires – mail, phone, in person (mall), piggyback, email,
8 elements of a program plan:
Toast MB
- Situation, e.g. following conflict or crisis, one-time event, or general reputation management
- Objectives – relevant, realistic, achievable, measurable
- Audience – both primary and secondary
- Strategy – overall concept of campaign
- Tactics – specific activities used to achieve objectives
- timetable/ Calendar
- Budget – staff time and expenses (out of pocket)
- Measurement
Secondary research
◦ Existing information, e.g. company records, databases, articles
Primary research
◦ New/original information, e.g. focus groups, interviews, surveys
8 elements of a program plan:
- Tactics – specific activities used to achieve objectives
- Objectives – relevant, realistic, achievable, measurable
- Audience – both primary and secondary
- Strategy – overall concept of campaign
- timetable/ Calendar
- Measurement
- Budget – staff time and expenses (out of pocket)
Tactics are:
specific activities used to achieve objectives
-Objectives
– relevant, realistic, achievable, measurable
-Audience should include…
both primary and secondary
