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Research for Strategic Public Relations

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Research for Strategic. Public Relations. The 'R' in RACE. WHY RESEARCH ... Determine the content and treatment of public relations messages. Pretest messages ... – PowerPoint PPT presentation

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Title: Research for Strategic Public Relations


1
Research for Strategic Public Relations
  • The R in RACE

2
WHY RESEARCH IS NECESSARY
  • Fragmentation of audiences
  • Increased isolation of top management from
    personal contact with publics
  • Can prevent waste of time, effort, and money
  • Research provides factual basis for programs
  • Research can generate publicity
  • Research can establish a baseline for the future
    evaluation of a pr program or campaign

3
Research helps us do the following
  • Achieve two-way communication and mutual
    understanding with our publics
  • Define the situation
  • Identify, segment and profile publics AKAP,
    Demographics, Psychographics, perceptions, media
    usage and preferences
  • Set Goals and SMART Objectives
  • Brand the campaign Identify and/or develop a
    theme or BIG IDEA for the campaign
  • Determine the content and treatment of public
    relations messages
  • Pretest messages
  • Determine appropriate media and the timing of a
    message
  • Achieve credibility with top management

4
Situation analysis to determine the
organization's/client's. . .
  • Structure Size, decision-making process
  • History and culture
  • Mission statement and organizational goals
  • Features of products or services (pricing,
    outlets, benefits)
  • Current publics, customers or audiences

5
  • Past communication experience (PR, advertising,
    direct response, etc.)
  • Organization's/client's expectations of
    communication efforts
  • Organization's/client's perception of its
    environment, including comparisons to other
    organizations in the industry
  • Needs, opportunities, problems, challenges and
    issues as defined by Organization/client
  • Stop

6
PRELIMINARY QUESTIONS TO FORMULATE RESEARCH
DESIGN
  • What is the need, opportunity, problem, issue or
    solution?
  • What kind of information is needed?
  • How will the results of the research be used?
  • What specific public(s) should be researched?

7
  • Should the organization do the research or hire
    an outside consultant?
  • How will the research data be analyzed,
    reported, and applied?
  • How soon are the results needed?
  • How much will it cost?

8
INFORMAL RESEARCH METHODS
  • Analysis of organizational materials
  • Personal contacts
  • Environmental monitoring
  • News articles
  • Regional and national poll results
  • Data from trade groups

9
  • Library research
  • Online data mining
  • Advisory boards
  • Analysis of letters and telephone calls to the
    company
  • Focus groups
  • Copy testing of planned messages and materials
  • Communication audits

10
FORMAL RESEARCH METHODS
  • Surveys
  • Experiments
  • Content analysis
  • Naturalistic research
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