Public Relations Research Accreditation in Public Relations (APR) Prep Session Part I Sponsored by the PRSA Detroit Chapter Presented by: Linda Hagan, Ph.D., APR Taped: April 2017

Your Presenter Linda Hagan, Ph.D., APR

Overview of this Session Importance of Research Research Process Research Terminology Key Research Methods (section 1) Key Research Methods (section 2)

Part I The Importance of Research in PR Practice

Evaluation of programs Basic Research Applied Research in APR Exam 30% A Few of the Key Competency Areas: Control analysis Researching, planning, implementing, & evaluating campaigns (RPIE) Analytical skills Evaluation of programs Basic Research Applied Planning ability

Research, simply Asking questions Listening Reading Measuring Diagnosing

Strategic & Effective Public Relations should Begin with End with Throughout include Research

Elements of the Complete Public Relations Program 1. Research 2. Planning 4. Evaluating 3. Implementation RPIE Process 4-Step Process RACE Method

Elements of the Complete Public Relations Program 2. Planning: Strategy Development “What should we change, do, and say, and why?” 1. Research: Defining the Problem “What’s happening now?” 4. Evaluating: Evaluating the program “How are we doing, or how did we do?” 3. Implementation: Executing Strategy, Taking Action & Communicating “How and when should we do something and how should we say it?”

Examples of How Research Can Help Pinpoint the problem Help find effective remedies Define audiences – segment publics Formulate strategy

Examples of How Research Can Help Test messages Help management stay in touch Save your organization $$$ Prevent crises Sway public opinion

Examples of How Research Can Help Monitor competition Generate publicity Measure success Achieve credibility – speak “language” Advance your career!

In Summary, Research Can Help You Strategize Substantiate your claims Make informed decisions It’s important! Do it before, during, and after Sanchez, C. (2013, Sept. 24). “3 Reasons why research is crucial to effective public relations. Retrieved from: http://www.Weber Shandwickseattle.com

Please go to Part II: The Research Process End of Part I Please go to Part II: The Research Process