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Four essential steps of effective public relations

research, planning/action, communication, measurement/evaluation (RACE)

Research

systematic investigation of a problem involving gathering evidence from samples to make inferences.

"systematic investigation"

~ Predefined procedures and methods (i.e. survey questionnaire, focus groups guidelines)

~ Intersubjectivity (must be able to be replicated)

"of a research problem"

~should be empirical

~3 types of problems: exploratory, descriptive, causal

exploratory research

marketing research to gather preliminary information that will help define problems and suggest hypotheses

ex: pretesting product names (Ford Probe translates into Ford Trial in German)

descriptive research

marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers

ex: nielsen web ratings

explanatory research

seeks to identify causes and effects of social phenomena and to predict how one phenomenon will change or vary in response to variation in some other phenomenon

ex: "what does a BMW driver look like?"

"involving gathering evidence"

~search for social regularities about publics, not individuals

~always with some chance of error (margin of error)

"based on samples in order to make inferences"

Most market research is still based on samples. The goal is to make inferences to a larger population, other time periods, other locations/societies

probability sampling

A type of sampling in which every element in the population being studied has an equal, known chance of being selected for a study

non-probability sampling

the probability of any particular member of the population being chosen is unknown; cannot calculate error

ex: tv call-ins or internet surveys

reasons to conduct research

both for looking forward (predictions) and looking back to evaluate

Academic ("Basic") Research

Funded through universities or foundations to answer

broader theoretical questions; Conducted by academics

Applied ("Industry") Research

Funded by corporate/political sponsors to answer specific,

applied questions; Conducted by academics, research departments, & consulting companies

Primary Research

Information gathered through person-to-person interaction

(e.g., meetings, interviews, focus groups, surveys, etc.)

Secondary Research

collection of data from second-hand sources

Cross-sectional research

Research based on a sample drawn at a singlepoint in time

Longitudinal research

Research based on one or multiple samples, with

measurements taken at multiple points in time. May involve the same group of respondents at each data collection, or different respondents

"using research"

Achieve credibility with management

Define/segment publics

Formulate strategy

Prevent crises

Monitor competition

Measure success

To test messages

practical research process

1. client question

2. budget / schedule

3. conceptualization

4. selecting a research strategy / methodology

5. operationalization

6. population / sampling

7. questionare construction

8. field work / data collection + Pretest

9. data entry / processing / cleaning

10. data analysis

11. report writing

planning/action

~must be strategic and systematic "big-picture"

~involves aspects of all parts of PR

Eight Elements of a Program Plan

1. situation

2. objectives

3. audience

4. strategy

5. tactics

6. calendar/timetable

7. budget

8. evaluation/measurement

planning: situation

Need a program to remedy a problem

Need for a one-time launch of a product or service

Need to reinforce a message or their reputation

goals vs. objectives

Goals state general targets to be accomplished

Objectives state what is to be accomplished in specific and measurable terms by a certain target date

sample objectives (easiest to hardest)

1. Informational: Changing message exposure, comprehension, and/or retention

2. Attitudinal/Motivational: Modify the way an audience feels

3. Behavioral: The modification of a behavior

planning: audience

not really a mass audience, but to pinpoint specific publics; targeting demographics

strategy and tactics

Strategy: How and why a campaign is to succeed

Tactics: The nuts and bolts of the strategy (implement of strategy)

planning: calendar

When are messages expected to be most meaningful? When would interest be highest? (ex: seasonal)

continuity vs. flighting vs. pulsing

planning: budget

~considered throughout entire process; very fickle

~staff time (70%) or out-of-pocket expenses

planning: evaluation

~Relying on metrics to determine if objectives have been met ~Key decision is what metric will you be able to use?

communication

aka 'execution' ; The process and means by which tactics are implemented in order to achieve objectives

phases of communication

Audience receives the message

Audience pays attention to the message

Audience understands the message

Audience believes the message

Audience remembers the message

Audience acts on the message

public media

One-way communication with high reach, low audience engagement, and low costs; Used to build awareness

ex: billboards or product placements

controlled media

Largely one-way communication with a smaller reach than public media, somewhat higher levels of audience engagement than public media, moderate costs

Used to promote and provide greater detail than

public media; Less "mass" in appeal

ex: brochures, newsletters, direct mail,

exhibits or displays, annual reports, etc.

interactive media

Typically, two-way communication with moderate levels of reach, high levels of audience engagement, and moderate costs.