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Managers want results and proof of performance.

Clients are less interested in what we think than what we know.

Research is the natural starting point for any public relations initiative.

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Although instinct and intuition are important, they’re no way to begin a public relations campaign.

Managers want proof: they demand measurement, analysis and evaluation at every stage of the public relations process.

In an era of scarce resources, money can’t be spent unless it contributes to bottom-line business objectives.

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Research is the systematic collection and interpretation of information to increase understanding.

This early example of research depicts the return of biblical scouts sent by Moses to explore the land of Canann. Failure to interpret their data correctly caused them to wander in the desert for 40 years!

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How can we identify and define constituent groups?

How does this knowledge relate to message design?

How does it relate to the design of our programs?

How does it relate to how the media we use?

How does it relate to the media schedule we adopt?

How does it relate to implementation of tactics?

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When to do what?

With whom?

For what purpose?

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Clear program objectives and outcomes tied to goals

Differentiating between measuring outputs and outcomes

Measuring media content in evaluation

Consideration of multiple measurement techniques

Considering differences in tools’ effectiveness.

Measurement stems from clearly identified key messages, target audiences and channels of communication.

-- The Institute for Public Relations Research and Education

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In general, research is conducted to: describe a process, situation, or

phenomenon.

explain why something is happening, its causes, and what effect it will have.

predict what may happen if we do or do not take action.

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1. Applied research

2. Theoretical research

3. Secondary research

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Applied research answers practical questions.

It can be strategic or evaluative. Strategic research is used for program

development to determine objectives and message strategies or to establish benchmarks.

Evaluative research is used to determine whether a program met its goals and objectives. It can also be used to monitor progress.

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…is more abstract and conceptual, and helps build theories in public relations work regarding:

why people communicate how public opinion is formed how a public is created

Theoretical research provides a foundation for understanding applied research findings.

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online databases industry trade

journals government informal contacts published company

accounts

business libraries professional

organizations Omnibus surveys census data public records

This type of research utilizes data collected by someone else. Examples of sources include:

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1. Surveys

2. Communications audits

3. Unobtrusive measures

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This is one of the most frequently used research methods in public relations.

Surveys can be applied to broad societal issues or more focused issues.

Surveys come in two types: Descriptive Explanatory

Most survey research is now done online.

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Sample

Questionnaire

Interview

Results analysis

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The sample, or selected target group, must be representative of the total public.

Always remember: Sampling is tricky, and must be conducted with

accuracy. Data is perishable and dynamic, so sampling

must be completed quickly.

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Random Sampling

Keys: Equality: every element has an equal chance

of selection. Independence: selection of one element does

not influence the selection of others.

Generalizations from the sample are made to the population.

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Nonrandom samplingThis is broken down into three types:

1.Convenience samples: accidental, chunk or opportunity samples; unstructured and unsystematic.

2.Quota samples: the researcher chooses subjects based on specific characteristics.

3.Volunteer samples: utilizes willing participants who agree to respond.

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Before creating a questionnaire, carefully consider:

Research objective Scope Publics Research method Design

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Keep it short Use structured

questions Measure intensity of

feelings Use clear language No loaded questions No double-barreled

questions Pretest

Attach letter of explanation

Hand-stamp envelopes with unique stamps

Follow-up post card Send out more

questionnaires than needed

Enclose a reward

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Interviews can provide a more personal, firsthand feel. They can be done in person, by phone or mail, or online.

Formats include: focus groups telephone interviews e-mail interviews drop-off interviews intercept interviews Delphi panels Internet interviews

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This is a key step in order to make meaningful recommendations. Always ask:

Were the results both valid and reliable? What is the margin of error? Were the results statistically significant? Was the study conducted appropriately

and ethically?

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Used to determine communication consistency, effectiveness, validity of relationships, and methods.

Involve analysis of internal and external communication channels.

Researchers must consider: scope subjects methodology

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Research can be as simple as looking around you. Consider:

Fact-finding: read organizational files, publications, bios, press clips, media lists, literature, charters, and by-laws.

Content analysis: describes a message or set of messages utilizing categories such as frequency of coverage, placement, reach, message conveyed, or attitude conveyed.

Copy testing: target publics are exposed to key campaign messages in advance of publication. This helps ensure that messages are understandable and effective.

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Successful evaluation depends on: 1.setting measurable program objectives. 2.securing management commitment.3.determining the best way to gather data.4. reporting back to management.5.selecting the most appropriate outcomes.

Accountability is the key word. Resources are limited, and management expects it.

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Four common tools:

1. Awareness and comprehension measurement

2. Recall and retention measurement3. Attitude and preference measurement4. Behavior measurements

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Key questions to ask when evaluating a Web site:

How much traffic is coming to the site? What pages are people looking at? How often do they go beyond the homepage? What do they find most useful and interesting? What parts never get viewed? Where do visitors come from? Is the site functioning as expected?

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Establish objectives

Determine criteria Determine

benchmarks Select the right

measurement tool

Compare results to objectives

Draw actionable conclusions

Follow these steps:

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Outside research consultants can provide valuable assistance and specialized expertise.

First, determine whether research has already been done in your area.

You may be able to piggyback on existing research.

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“Rudy’s Recounting Reveals Rocky Research”

Review this case on p. 159. As a class, discuss: Had you been advising Giuliani, what would you

have counseled him relative to citing research? What does the Giuliani experience indicate about

citing research as a high-profile candidate or organization?

For more information on this case, go to:http://www.nytimes.com/2007/11/30/us/politics/30truth.html