PR 102 What is Research?

theory (research)

abstract , conceptual

builds “body of knowledge”

serves as a framework for understanding and predicting

Applied research

concrete , practical

strategic research - develops programs, messages and benchmarks

evaluation research

general research assumption

Decision-making process is uniformly the

same in all companies and organizations

• All communication research should:

Set objectives

Determine strategy to establish objectives

Implement tactics which bring strategies to life

Best practice public relations research programs:

1. Conduct background/secondary research to

establish benchmarks

2. Establish achievable goals

3. Ask appropriate research questions

4. State measurable objectives

5. Employ the appropriate methodologies

6. Understand the need for programmatic research

7. Have the budgets/resources necessary

secondary research and benchmarking

understanding of what has been done and how it was done

establish achievable goals

Goal: General outcome expected by

campaign end

• Objective: Very specific projected output

• Outputs: individual communication

elements



4 research questions

definition

fact

value

policy

definition - value - fact - policy

definition: who is it

Fact: does it exist. in what quantity

value: how good or bad is it. how well was it done

Policy: what should be done

informational objectives

what information does the public need

when do they need it (before, during, after)

motivational objectives require

research

means to isolate effect provided by public relations

behavioral objective state

what you expect the public to do