1. 4 Steps to Any PR Effort Research Planning Developing strategies & tactics Communication Crafting communications that follow the plan Execute the plan Measurement

3. Research Used To Achieve credibility with management Define audiences, segment publics based on demographics, psychographics Formulate Strategy Test Messages Prevent Crises Monitor the Competition “Real world” activities Online Generate Publicity Measure Success

4. Preliminary Questions What is the problem we want to address? What kind of info is needed? How will the research results be used? Which specific publics should be studied? In-house or outside consultants? How will data be analyzed, reported or applied? How soon are the results needed? How much will the research cost?

5. Techniques Primary Research Surveys & polls Focus groups In-depth interviews Field Observations Quantitative data via web analytics Quantitative data via P-O-S or other sources Secondary Research Literature searches & database retrieval These are articles, summaries, reports prepared by others.