PR Research

Research, Action, Communication, Evaluation

Research Goals and Uses To improve their

practice For specific

campaigns Planning and

evaluation To position

themselves as experts

To present a position To contribute to the

field

Types of Research Secondary research

Existing research Synthesis & analysis

Primary research Focus Groups Surveys

Research Organizational

Target Publics & Stakeholders

Industry/Environment

Organizational Internal Communication Audit:

About the org: history, personnel, goals, key initiatives, programs and events

Previous research Formal and informal Stats and records Memberships, donations,

event attendance Surveys

Previous PR efforts/Media coverage Print collateral Results?

Industry (External/Environmental) Existing (secondary)

research

Issue or focus of the org’s mission?

Intervening factors Economy Current events Crisis

Competing or similar organizations

Know Your Audience! Personal contacts

Key Influencers (Opinion leaders)

Immersion Ethnography

Stats & available research

Audience Profile

Demographics Psychographics Regional

Sources of Information Gov’t data (census)

Other nonprofits/advocacy groups

Databases

Case Studies

Professional whitepapers

Putting it Together Research Summary

SWOT analysis Strengths, Weaknesses, Opportunities and

threats

PR Plan