1. School PR 100A
Setting the Foundation: Research, Evaluation & Strategic Planning

2. Hello! Trinette Marquis Hobbs, APR
25+ years communication - healthcare, tech, ed
Former district comms director
Consultant - SchoolPRPro
Professor - CSU Sacramento
You can find me &

3. In this session 4 Step Process Research & Evaluation
Communication Planning
Measuring & Reporting on Your Work
These slides as well as additional handouts are available at under “Presentations”

4. Strategic approach to School PR1.
Four Step Process
Strategic approach to School PR

5. The Steps Collecting Interpreting & Planning Doing Reviewing Research
Analysis
Communication
Evaluation

6. 2.
Research
Targeting

7. Define the issue Identify the gap Collect information & feedback
Research

8. MYTHS Conducted by an expensive, outside consultant
Uniquely developed for your topic
Involves a lot of extra work

9. Research Requirements
You Must
Be creative
Be skeptical
Be aware of your bias
Be brave
Consider
Initial assumptions
Research format
Wording
Timing
Language
Will it change anything?

10. Research is formalized curiosity
Research is formalized curiosity. It is poking and prying with a purpose. ― Zora Neale Hurston

11. Research Types Who conducted the research? Primary - YOU
Survey of your families or staff
# of people who called about a specific concern
Feedback at an LCAP forum
Secondary - SOMEONE ELSE
State or federal data on education issues
City or neighborhood demographic information
Regional academic data

12. Research Types Words or numbers? Qualitative - Nature of Something
Focus groups
Open-ended questions on surveys
Observing behavior
Quantitative - Scope of Something
Multiple choice, rating or true/false questions on surveys
Counting the number of people who attend an event
Enrollment numbers at a school or in a program

13. Research Types Will it have the same outcome? Formal(ish) - Replicable
Automated survey
Online survey (access and sample size)
Documenting positive, neutral and negative press coverage based on pre-established protocol
Informal - Unique
Interviews with key influencers
Focus groups to test messages or strategies
Group meetings allowing public feedback

14. Research Types How will it help? Formative - Deciding what to do
Baseline survey of audience awareness, attitude or behavior
Feedback on initial messaging and strategies
Documenting historical enrollment trends
Evaluative - Reviewing how it went
Post-campaign survey of audience awareness, attitude or behavior
Measuring growth of enrollment after a campaign
Measuring growth in event attendance over the year before

15. Questions What do you know about your potential audiences?
What kinds of communication platforms do they use?
Who do they trust on the topic you are trying to address with your plan?
Where are they today in terms of awareness, attitude or behavior in the areas you are
addressing with your plan?
What trend information do you have about your organization that provides insight into your plan topic?

16. Research Handouts Summary of Research Types Research Ideas Sheet

17. 3. Communication Planning
Know where you’re going

18. MYTHS Must be completed before you start
Must have new research for each plan
Must be 20+ pages
Must be followed throughout campaign

19. Planning Elements Identify key audiences impacted & opinion leaders
Identify their communication preferences
Identify key message concepts
Set measurable objectives
Define general strategies

20. Being busy does not always mean real work…
Being busy does not always mean real work….there must be forethought, system, planning, intelligence, and honest purpose, as well as perspiration.
― Thomas A. Edison
Why plan? Focus and limit, consistency

21. Measurable Objectives
Time-bound
Audience-specific
Measurable action, perception, awareness
How it will be measured

22. Plan Outline Intro Situation analysis, high level goals Audience #1
Messages
Objective/Evaluation Method
Tactics/Tools
Responsible, budget, deadline
Outputs
Repeat for each audience

23. Sample Comprehensive Plan

24. Shortcut - Mini Plan

25. Planning Handouts Measurable Objectives Worksheet Plan Template

26. 4.
Evaluation
Measuring & reporting

27. Two Kinds of Data Outputs Measures steps taken
Documents amount of work
Can point toward change
Better than nothing
Outcomes
Measures change
Relates back to objective(s)
Ideal, not always possible

28. Easy Data Ideas Document surveys Sign-in sheets Reception lab Borrow
Partner
Worksheet totals

29. Survey list

30. Tracking Ideas School, type of school Issue –effort and breadth
Activity by month
By tool/campaign
Monthly and annual compilation

31. Reporting Ideas Closed board session Monthly output reports
Web & social
Department wall

32. Reporting Handouts Comm Plan Activity Summary Sept. 2011 Report

33. Thanks!!
Any questions?
You can find me &

34. Hold UP! One more thing... OMG you guys, I Wrote a Book!
Estimated Publish Date - June 2018
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