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PR Campaigns J4-554
January 7, 2010, Margy Parker
Today’s class timeIntroduction – your instructor
Types of PR Research, how it applies to the “Plan”
Qualitative Research –
Mock Focus Groups
Assignments – January 12
Margy – something personal
Loves the outdoors!
Margy – something professional
• PR Consultant• Utilities• Events• Health care• Food & Beverage
Managed two non-profits on Kaua`i ‘83 ‘til ‘05.-One in tourism
marketing/pr/adv-One in community
development & enrichment
Margy – something academicNative cultural image use in promotional
materials (Three conferences, M.S. thesis)
Language acculturationNews media & advertising
Margy – some backgroundMarried, one daughter
Live in Florence, and on Kaua`i
Moved to Hawai`i 1980, Raised in northern California.
Bachelor of Arts - French/Spanish
Graduate Certificate – Telecommunications
Master of Science - Communication
Future Plans
Keep teaching – I love it!
Grow PR business
Volunteer
Take a major camping trip
Favorite TV/Movie/NewsBig Bang Theory
60 Minutes
“Crash”
New York Times
Small town newspapers
Margy - Extra detailsReturns emails w/in 24 hours (M-F)
Returns calls w/in 24 hours (M-F)
Weekends OK – major deadlines, emergencies, issues
Approach is to guide and advise – academic & professional
Expect honesty and integrity,
Types & Uses of PR Research
Research – Foundation for PR Planning
Research = What you know.
Analysis & Judgment = How you think.
CEOs & Managers look for “proof” and support for PR concepts based on research and analysis.
Research supports creativity in PR
Research Goals Understand issues
Identify stakeholders, audiences
Formulate objectives
Formulate key messages
Follow up evaluation adjustment next steps
Types of ResearchFormal Informal
Secondary Primary
Qualitative Quantitative
Secondary Research - InternalCommunication
s Audit
Environmental Monitoring
Integrated Research
Secondary Research – External*
Organizational publications
Online - factoids
Trade organizations, government agencies
Media clips
Media sources
Best practices
*Be aware of bias
Other Secondary - Social AuditHow well -- living up
to public responsibilitiesEnvironmental/social
involvementMinority hiringEmployee safetyMutual benefitsHow linked with cause
MAY LEAD TO SOCIAL RESPONSIBILITY CAMPAIGN
Primary ResearchQualitative
Quantitative
Data analysis
Results evaluation
Applying Research to “The Plan”
Secondary – Background, SWOT, best practices client meetings
Background, Situation Analysis and Goal
Incorporates the challenge or opportunity determines the vision
Applying Research to “The Plan”
Primary research will determine audience motivation and characteristics (likelihood)
Audience Selection
Most likely to participate, grow, be receptive*,
*What’s important to them, motivates them?
Applying Research to “The Plan”
Secondary and primary research will determine action and purpose (and intended result.)
Audience Objective
What do you want to happen with a target audience, for what purpose (to what result)?
Applying Research to “The Plan”
Primary research will determine
Strategies
What media/communication channels are important, how audience is engaged.
Applying Research to “The Plan”
Primary research will determine
Messaging
What resonates with the audience, what they see as a benefit or value, why they use competitors
Applying Research to “The Plan”
Primary research will determine
Tactics
What attracts audience attention? (specific interest? involvement? contests? entertainment? knowledge?
participation, word-of-mouth?)
Primary Research - Qualitative
Insight … not rules
Primary Research - Quantitative
Social, homogeneous … not individual
Primary Research - Qualitative
Flexible, not standardized
Primary Research - Qualitative
Words, not numbers
Focus Group ExerciseSplit into two groups
Read one of the case studies
Decide on what you would want to find out form a focus group
What the group will have in common
What questions/guidelines you would ask.
Conduct a mock focus study
Assignments – January 12Client meeting – before January 12
Client Report #1 – Background, SWOT, Project
Read course pack #3 – Survey research
Informal presentation on client meeting, background, best practices, project