PR 102 why is research important

According to Skinner

it is necessary to have knowledge of target

audiences. A PR practitioner who understands

his/her audeinces-their attitudes, hopes and fears

will be better able to formulate messages that

appeal specifically to them.

types of research (3)

Background , Initial/formative , Measurement/evaltion

background

what we do and how we do it

initial or formative

to guide your PR program - objectives , strategies , messages

measurement/ evaluation

to assess the results and continuously improve outcomes

formative research 4 questions

Who their audience is?

• How the audience forms their attitudes?

• How attentive are they to the messaging?

• How well are they able to remember the

messaging?

why is research important (7)

1. to achieve credibility with management

• 2. to define audiences, and segment publics

• 3. to formulate strategy

• 4. to test messages

• 5. to help management keep in touch- monitor

• 6. to prevent crises

• 7. to evaluate

qualitative

focus groups

interviews

participant observation

background

case studies

quantitative

content analysis

surveys

polls

formal research

Controlled, objective, systematic observation

Can be easily measured reliably, and specifically

measurable, validity can be measured

informal research

Uncontrolled, subjective, random observation,

cannot be measure specifically, validaty is assumed

where does PR research begin

• understand the problem or issue

• analyze the situation which includes background research on the issue analysis of the publics both internal and external

• analysis of the organization - strength and wealnesses