Post on 10-Jun-2015
transcript
Jane Weaver – B.A., Hons B.A.CPRP
Chairman PRISA NamibiaBoard Member – PRISA
Public Relations Research
1. Communication research
2. Why research?
3. Phases within the PR programme
4. Four phases of research
5. Defining researcha. Informal researchb. Formal research
6 Research process
7 Communication audit
8 Research techniquesa. Readability testb. Content analysis
9 Assignment discussiona. Research assignmentb. Media assignment
Outcomes
Communication professionals are faced with the realisation that we have entered the era of knowledge management.
Research data needs to be turned into information.
Information needs to be turned into action.
How do we do this?
Communication Research
Probe basic attitudes of group towards organisation
Measure the true opinions of various groups
Identify opinion leaders
Reduce costs by concentrating on valid objectives and key messages
Help to pre-test messages before rolling out in campaign
Achieving two-way communication
Reveal trouble spots
Credibility with management – proving our value
Why Research?
Public Relations Phases
1. Pre-research: to establish true problem
2. Pre-testing: execute on small scale before you make major investment
3. Interim research: done while executing programme
4. Post-research: have your achieve research objectives
Four Phases of Research
Formal research– Qualitative – historical and legal research, in-depth
interviews, focus groups and panels.It is descriptive and informative but not measurable - subjective.
– Quantitative – laboratory and field research and includes content and survey analysis.It results in mathematical analysis producing measurable results.
Informal research (desk research)– No rules and procedure, hence cannot be replicated
and can only be used for description not prediction
Defining Research
Personal contact
Key informants
Independent experts
Advisory committees, panels and boards
Toll-free lines
Mail analysis
Internet – ask.com
Informal Research
1. Public opinion surveyWhat people think about my organisation – attitudes towards organisation. 2. Public issues studiesDealing with issues in a comprehensive way – examining it from the point of view of several key stakeholders
3. Image surveyDetermining the company’s corporate image in the public mind – measuring attitude towards organisation – how well they understand it, like or dislike it = reputation
4. Needs and perceptions assessmentsStarting point when designing a new PR programme – yard stick to determine if previous recommendations have been dealt with
Formal Research
5. Intelligence trackingGoal is tracking and summarizing most relevant publicly available intelligence on a chosen issue
6. Issue forecastingOrganisation collects information that allow it to predict how it and its stakeholders might react to trends, policy changes
7. Media evaluationTo measure NOT only publicity, but can be use to analyse clippings (perception about organisation)
8. Communication auditAssessing and evaluating organisations communication
Formal Research
SECONDARY ANALYSIS – re-use of data gathered by someone else
Census report Media libraries Chamber of business Trade publications
Formal Research
1. It is a process (planning and implementation) to solve a PROBLEM
2. Research takes can be INFORMAL and FORMAL
3. It should be VALID – data is true
4. It should be RELIABLE – anybody using the same method, would achieve same results
Research Proposal
Step one: Introduction and problem statementResearch objectives
Step two: Research design and methodologyPopulation and samplingData gathering methods and instruments
Step three: Analysis of data
Step four: Recommendations
Step five: Evidence
Research Process
Step one: Introduction and problem statement
Three steps to identify the research problem can be used:
1.The selection of a topic area,
2.The selection of a general problem, and
3.The reduction of the general problem to some specific, precise and well - delineated problem.
Research Process
Step one: Introduction and problem statement
Guidelines when exploring the problem:1.What previous research and/or communication
interventions have been conducted on this topic?2.What are the findings of the previous study?3.What suggestions do other researchers make for
further study?4.What areas have not yet been investigated?5.How can the proposed study add to our knowledge of
the subject?6.What research methods and theoretical approaches
were used in previous studies?
Research Process
Step one: Introduction and problem statement
Formulating Research question First level: Central management level e.g. Staff is not reading the newsletter
This refers to problem on the most general level Second level: Research question – which forms major objective of research e.g.Q 1 Do we need to change design of newsletter?
Investigative question: What about the design would they like to change?
Research Process
Step two: Research design and methodology
Research design = A plan that specifies the sources and the types of information relevant to the research problem,
if a qualitative and/or or quantitative approach is used; and
Includes a consideration of the constraints of resources like time and money
Methodology = involves the most appropriate research design to provide valid and reliable evidence.
The research design or decisions taken in the planning phase are made to eliminate inaccuracy & bias
Research Process
Step two: Research design and methodology
Population and samplingPopulation = all possible units of analysis Sampling = group of people which will be used for
research purposes Voting population = too big a group to researchRepresentative sample = Research consultants are often
employed to assist in the sampling processes to ensure valid research results
Non-sampling error & standard deviation
Research Process
Step two: Research design and methodology
Data gathering methods and instrumentsPre-test the research data gathering instruments
before implementation - ensure that the research tools are valid
Instruments:− Questionnaires (drop-off, mailed)− Focus groups− Interviews (telephonic, personal)
Research Process
Step three: Data Analysis and Findings
Findings should be checked for validity and statistical significance
Can use computer-generated report – statistically valid
Open-ended question must be translated into meaningful, accountable information
Research Process
Step four: Recommendations
Based on findings – practical recommendations are made.
Research report to management will summarise: Housekeeping info Step 1 Step 2 Step 3 Step 4 Step 5: Appendix: includes copy of questionnaire
Research Process
1. What is meant by a communication audit?
2. Why do we do a communication audit? Re-active Pro-active
3. What does the audit seek to achieve ? Enable public relations practitioner to make an educated assessment of organisation’s communication needs
4. How can the audit be conducted? Interviews Questionnaire Attitudinal research Findings Report and feedback
Communication Audit (Formal Research)
Readability Test
Media Analysis
Media Analysis
Technique that Communication practitioners use to prove bottom line contributions
It is based on advertising rate (per column centimeters)
How do we do it?
Media Database
ABC: Audit Bureau of Circulations AMPS: All Media and Product Survey RAMS: Radio Audience Measurement Survey TAMS: Television Audience Measurement Survey SAARF: South African Advertising Research Foundation
www.saarf.co.za
Name of publication
Owners Language Appears ABC circ
000
Readers AMPS
000
Distribution area
The Daily Sun
Media24 Eng AM 513.3 4755 JHB
Content Analysis: Media Clippings
Top half of page 1 = value x 2.5 2nd half of page 1 = value x 2 Page 3 = value x 2 Page 2, 4-7 = value x 1.5 Rest = value
Date Media Value (+/-/Balanced)
Media value Money value Issue - objective
Date of article Classic Feel: Headline: Opera AfricaPhotos:
2+ (Company name in Headline)
Value you assigned to medium
Advertising rates X column centimeters
Link back to your plans’ objective
TV Tracking
Princess Magogo - Opera. TV (English) – Medium
2370000 TAMS
Sunrise 26 Mar 2009 07:44:04
Princess Magogo - New
The late legendary Zulu Princess, Magogo ka Dinizulu Buthelezi was a political activist, singer, composer and authority of the Zulu culture. To pay tribute to this great leader, Opera Africa launched a production called Princess Magogo. The Opera is opening at the State Theatre in Pretoria from the 28th of March until the 4th of April and at the Civic Johannesburg from the 26th to the 10th of May.
(Int:) Sandra de Villiers - CEO: Opera Africa (Int:) Otto Maidi - Opera Singer
(Dur 00:06:47) A.V.E. = R40700
Content analysis: tracking stakeholders and issues
Date Publication + deadlines
Journalist Value (+/-/B) Issues Contact details
The plan ...
Issue/ link to objective
Media Activity & platform
News angle People involved
Media deadline
Remarks
Communication Overall, staff seem to be most satisfied with the internal communication process, both in branches and in departments. There is always room for improvement however, especially between branches, top management and employees and head office as well as middle management and supervisors. You want Management from Head Office to be more visible and we are going to put procedures in place to ensure that happens. Staff find The Insider very informative and Marketing pledges to ensure that the quality of the Insider is maintained with the addition of more information about other branches within the company.Overall, staff members are satisfied with internal communications e.g. in the branch or in departments. However, there is still room for improvement as there seems to be a lack of "external" communication e.g. between Branches, Top Management and employees in Head Office, and Middle Management and Supervisors. A strong need was expressed for more visibility of Management from Head Office. The Insider is regarded as highly informative. This indicates that we are on the right track concerning The Insider and Marketing is required to maintain the high quality of this publication. However, several employees expressed the desire to read more about other branches in The Insider. The Insider and internal communication helps with internal brand building and change management. Without good internal communication in Agra overall, the results of this Climate Survey would not have a general positive trend.
Assignment discussion