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PR Research: The First Step
Great PR Happens with R.A.C.E
R.A.C.E Basics
R: Research
A: Action or Planning
C: Communication
E: Evaluation or Measurement
R: Research
Establish the problem or challenge by providing information needed to understand publics. Research is used to develop a powerful message.
A: Action
Planning refers to the process of setting goals or objectives and finding ways to meet them
Parts of PR Plan
1. Situation
2. Objectives
3. Audience
4. Strategy
5. Tactics
6. Calendar or Timeline
7. Budget
8. Measurement
C: Communication
Communication deals with crafting a message and making the message appealing to specific publics.
E: Evaluation
Measurement evaluates the effectiveness of messaging and provides a way to show whether or not PR actions are achieving objectives. Measurement is one of the most important parts of a PR plan.
Step 1: Research
• Most crucial element• Evokes discovery• Gathers data• Sets benchmarks• Serves as a way to listen• May add credibility
Functions of Research
define audience and segmenting publics
formulate strategy test messages prevent crisis monitor competition generate publicity
Types of Research
Primary Secondary
Pre-Research
Organizational Materials Database Information Internet Research Current Events Content Analysis Interviews Focus Groups Copy Testing
Define Research Role
• What is the problem?• What kind of information is needed?• How will the results be used?• What publics should be researched?• Should and organization use a consultant?• How will the research be analyzed and
reported?• How much will the research cost?• What is the timeframe?
Scientific Sampling
• Rigorous
• Highly scientific sampling
• Based on randomness and number of responses
Sampling
• Random Sample (probability)
• Non- Probability
• Quota Sampling
Sampling is important for accurate, valid and reliable results.
Sample Size
• Must reflect the audience and total population
• Typically size is 1500 for a national survey
• Margin of error is 3% for 95% of the time
Survey Design
• Watch semantics
• Use close-ended questions when possible
• Avoid jargon
• Timing is important
• Types of questions matter
Types of Answers
Yes or No (Dichotomous)
Likert Scale
Multiple Choice
Rank Order
Rating
Scaled
Guidelines
• Decide details• State objectives• Include a cover letter• Choose recipients• Decide sample• Guarantee
anonymity • Use a reward • Use closed ended
questions
• Limit to 25questions• Keep demographics at the end• Avoid confusing words• Edit leading questions• Organize questions in a flow• Pretest the questions• Have multiple people edit
Ways to Reach a Sample
• Mail questionnaire
• Telephone survey
• Personal interview
• Piggyback surveys
• E-mail and web
Next Steps
R.A.C.E
A: Action Plan
To be continued…
CreditsAndrea Genevieve Michnik
Intro to PR
St. Edwards University- Spring 2011
E-mail: [email protected]
@AndreaGenevieve
All photos protected under Flickr Creative Commons