1. Public Relations Research
Part II:
The Research Process

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

3. 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

4. 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?

5. 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

6. 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

7. Conduct a SWOT Analysis

8. 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

9. 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

10. 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?

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

12. 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

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

14. 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

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

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