COM Taejin Jung, Ph.D. Week 3 : Management of Research in PR

What is Public Relations? “Management of Credibility” “The management of communication between an organization and its publics” by Grunig & Hunt “The management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends” by Cutlip, Center, & Broon

Entities & Publics Entity = Organization Publics - “Who is it I am researching? - Target population > Target public > Target audience Target Publics - External publics - Internal publics - Intervening publics

Continuing Cycle of Research Defining PR Problems (What’s happening Now?) Planning & Programming (What should we do and why?) Taking Action & Communicating (How and when do we do and say? Evaluating the Program (How did we do?)

General PR Research Assumption 1. The decision-making process is basically the same in all organizations - Management by Objectives (MBO) 2. Research can be divided into a few general phases - Set objectives: secondary research - Determine strategies: secondary research - Evaluation: formal & informal research ►Program refinement: ongoing research 3.PR research should be based on “theory”

MBO (Management by Objective) 1. Define the problem - Negative perception? - One-time project? 2. Set objectives - Informational - Motivational - Behavioral -Set strategies and tactics 3. Define publics - Entire publics - External publics - Intervening publics - Internal publics 4 Plan the program/campaign - Written tactics - Visual tactics - Verbal tactics 5. Execute program/campaign - Establish timeframe - Gather effectiveness data a. prior b. during c. after 6. Evaluating objectives - Entire program/campaign - Informational objectives - Motivational objectives - Plan reevaluation

Establishing the Research Program 1.Environmental monitoring/scanning 2.Stating the research problem - Nature of the problem & potential causes 3.Stating objectives - Goal vs. Objective - Informational objectives - Motivational objectives - Behavioral objectives AttitudeMotivationBehavior

Establishing the Research Program 4. Creating strategies to achieve objectives 5.Creating evaluation strategies * Outcome: Relationship between tactical strategies and outcomes PretestMonitor Progress Posttest (Outcome)

Exercise The Designated Driver Campaign - Winterson & DeJong → Using General MBO approach