The Measure of Public Relations

2

1. Using Market Researchdo’s and don’ts

2. PR and MRbeyond the press release

3. The Future of PRpersuasion is power

3The Measure of PR

1. Using Market Research

do’s and don’ts

4The Measure of PR

Types of research

5The Measure of PR

Instrumen Penelitian

6The Measure of PR

Conscious

Direct and indirect questions

WillDivulge

Laddering,projective and

enabling.

Subconscious

Privatefeelings

Enabling

WontDivulge

Projective

Unconscious

Aware

NotAware

Instrumen Penelitian

7The Measure of PR

As Easy as A to PR

8The Measure of PR

Show Me The Numbers

Methodology Matters

Sample Matters

Timing Matters

Significance Matters

Interpretation Matters

Please note that …

9The Measure of PR

Do’s & Don’ts

Don’t:Make up the research (!)

Use pretend research (phone ins)

Ignore/not report methodology

Forget qualitative research

Do:Be clear why you’re doing it

Involve MR agency AND client

Use an AIMRO agency

Maximise the ROI on your MR

10The Measure of PR

2. PR & MR

beyond the press release

11The Measure of PR

New Responsibilities

12The Measure of PR

Beyond Spin

People know when they are being

sold to (and sometimes they like it!)

But we are all a lot older and wiser

and nobody likes having their

intelligence insulted (‘the middle-

aged doubt everything.’ O. Wilde)

Businesses (and others) need to

restore trust, and PR will play a key

role in doing so

The Measure of PR 13 13

All About Trust

Trust implies a prediction of future behaviour ...

In the absence of trust, everything is risky ...

Reputation influences the degree of trust ...

A benign economy makes it easier to trust ...

15The Measure of PR

Mood Matters

We are ... ?

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0%

20%

10%

The Mood of the Nation

70%

60%

50%

40%

30%

Apr'09 May Jun Jul Aug Sept Oct Nov Dec Jan'10

Enjoyment Happiness Stress Worry

20The Measure of PR

23The Measure of PR

Go Further

MR is not just for press releases:

Use comparisons (e.g.: Irish survey

equivalent of existing international

surveys you don’t have to pay for!)

Use trends (people like a story)

Make a commitment (tune in for

next month’s/quarter’s/year’s

findings)

Use a partner (co-credibility)

Think big: it’s cheaper than you

think to do international research ...

25The Measure of PR

The conversation has already started

26The Measure of PR

Life Online

28The Measure of PR

The 5 ‘Rs’ of PR

Reach

Recall

Reaction

Relationship

Return

29The Measure of PR

QuickTime™ and adecompressor

are needed toseethis picture.

30The Measure of PR

31The Measure of PR

Be Awesome(you’ll get noticed*)