1. 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

2. Your Presenter
Linda Hagan, Ph.D., APR

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

4. Part I The Importance of Research in PR Practice

5. 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

6. Research, simply Asking questions Listening Reading Measuring
Diagnosing

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

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

9. 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?”

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

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

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

13. 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: Shandwickseattle.com

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