Public Relations Research Part II: The Research Process

Overview of this Section The Systematic Research Process Formative Research Evaluative & Summative Research

Conduct Research Systematically Determine purpose Assess current situation Identify the problem or opportunity Determine “best” method Design instrument Collect data Code & analyze results Develop project/campaign/program Execute the project/campaign/program Evaluate project/campaign/program

Formative Research: Situation Analysis What’s happening now? What messages do we want to communicate? Who do we want to reach? What do we want them to do?

Internal – Inside the Organization Situation Analysis Internal – Inside the Organization Mission & vision Long & short-term goals Key Stakeholders Products/services/programs External (Environmental Scanning) Industry trends Market situation Societal & political trends Potential issues, problems, crises

Analyze the Whole Picture Structure Internal Impediments Performance Internal Environment Visibility Public Perception Supporters Reputation External Environment Opposition Competition External Opposition From Smith, R.D. (2002). Strategic Planning for Public Relations, p. 29

Conduct a SWOT Analysis

Identify & Analyze the Publics Publics = Customers/clients, investors/donors/supporter, all employees, community, media, government, etc. Who is the target public? Identify & categorize publics Demographics, Psychographics (VAL) Situational Theory of Publics (based on issues) Nonpublic, Latent, Apathetic, Aware, Active More on this during theory session

Write a Problem or Opportunity Statement Actually write out the statement Determine “Central Core of Difficulty” Don’t assign blame; don’t develop solutions, yet

Evaluation Research Evaluative/Summative How did we do? How effective were we? Did we change opinions, attitudes, actions or behavior? What can we change to improve?

Evaluating Effectiveness Attitudes Awareness Exposure Action Behavior Outcomes (Change in Publics) Outputs (PR Work) Distribution Production

Conducting Evaluative Research Helps You Show Results Show whether objectives were met Why, or why not? Make recommendations Show results Provide proof to management or clients Establishes a Benchmark for next time

S.M.A.R.T. Objective Statements Specific Measurable Attainable Relevant Timing

Anatomy of an Objective By July 1, to increase the percentage of motorists from 40% to 75% who know that more than half of all highway fatalities were caused by distracted driving during the past three years. Nature of intended change Target Date Target Public Amount of Desired Change Knowledge outcome to be achieved

Strategic & Effective Public Relations should At beginning Throughout At the end, always Research

Please go to Part III: Research Terminology End of Part II Please go to Part III: Research Terminology