Final Exam for APR-241 Michael Little (Chapters 5, 6, 12, 13)

What is research?

Research is the controlled, objective, and systematic gathering of information for the purpose of describing and understanding.

How might we use research in PR?

To achieve credibility with management

To define audiences and segment publics

To formulate strategy

To test messages

To prevent crises

To monitor the competition

To generate publicity

To measure success

RPIE Cycle

Researching, Planning, Implementing, Evaluating

Formative Research

When research comes at the beginning of the planning process, or during the implementation of a plan, it is known as formative research.

Summative Research

When you've reached an end or stopping point in your campaign and you want to answer the question, "Did it work?"

Problem/Opportunity Statement

A concise written summary of the situation that explains the main reason for a public relations program or campaign.

SWOT Analysis

strengths, weaknesses, opportunities, threats

S = Strengths

Advantages, Capabilities, Resources

W = Weaknesses

Disadvantages, Vulnerabilities, Limitations

O = Opportunities

Chances, Developments, Benefits

T = Threats

Obstacles, External effects, Risks

Resources for Situation Research

Gaining a deeper understanding of a situation requires digging for substance beyond an internet search.

In house

When PR people are employed directly within an organization rather than working externally

Mission statement (Organization Research)

Total

Vision statement

What they plan to do

Latent publics

People who are affected by a problem or issue but don't realize it.

Aware publics

people who recognize that they are affected by a problem or issue in their environment

Active publics

people who behave and communicate actively in response to a problem or issue

Demographics

Race, age, gender, geographical location, etc.

Psychographics

the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.

Constraint recognition

When people detect a problem or situation in their environment but perceive obstacles that limit their behavior to do anything about it.

Primary public

Most important to the success of a PR campaign

Secondary publics

Important because of relationship to primary

Tertiary publics

Groups indirectly influenced or affected by campaign

Quantitative Research

Research that results in numerical or statistical data and analysis.

Surveys types

Mail, Phone, Internet

Survey construction

Carefully consider wording, Avoided loaded questions, Consider timing and context, Give a range of possible answers, Use scaled answer sets

What's wrong with this question?

"What kind of soap do you use?"

The question is to open-ended

What's wrong with this question?

"How much do you agree or disagree with raising social security benefits and increasing spending for the military?"

This is a loaded question (what if you disagree with one but agree with the other?)

What's wrong with this question?

"Two years ago, how many hours of TV did you watch every month?"

Too much distance/time has passed

What's wrong with this question?

"How much (on average) of you spend on clothing in a month? (Circle one)"

$0-$50 $50-$100 $100-$150 $150-$200 $200+

Make sure the numbers don't overlap

Experiments

a technique that tests predicted relationships among variables in a controlled environment

Treatment group/s

set of subjects given a certain treatment

Control group

In an experiment, the group that is not exposed to the treatment; contrasts with the experimental group and serves as a comparison for evaluating the effect of the treatment.

Content analysis

A systematic method for analyzing recorded information

Qualitative Research

Research that results in in-depth description and understanding without relying on the use of numbers/stats to analyze findings.

Interviews

person-to-person conversations for the purpose of gathering information by means of questions posed to respondents

Focus groups

A strategy to obtain data from a small group of people using interview questions

Direct observation

assessing behavior through direct surveillance

Nonparticipant

form of field research in which the researcher observes people without directly interacting with them and without letting them know that they are being observed

Participant

a person who takes part in something

Secondary research

Research previously conducted

Primary research

Original research

Formal Research

Planned with rules

informal research

Conducted without clear rules

Reliability

Consistency and precision of a particular research technique

Validity

Accuracy of a measure in reflecting what the researcher intends to measure

Planning

Planning in public relations refers to the forethought about goals and objectives and the strategies and tactics for achieving them.

Hierarchy of Outcomes

1. Tuning in

2. Attending

3. Liking

4. Comprehending

5. Learning

6. Agreeing

7. Remembering

8. Acting

9. Proselytizing

Impressions

A measure of how many people's were exposed to a message

Funnel

A model for tracking how people move from exposure/awareness to action

Tactical decision making

Daily management and communication without consideration of the strategic objects, goals, and mission of an organization

Strategic decision making

Public relations tactics that are planned and implemented to help an organization pursue its mission and goals

Goals

Conceptual, directional statement of what you plan to achieve.

Solves the problem and provides an end state.

Objectives

Specific

Measurable

Attainable

Relevant

Time-bound

Formula for writing an objective

Target public, Outcome, Measurement, Target date

Outputs

tasks or work attempted and completed.

Outcomes

observable results of PR work

Impacts

broadest, furthest-reaching results of PR work

Strategy

Underlying logic that holds a plan together.

Offers rationale for why it will work.

Tactics

Specific actions taken and items produced in PR work.

The "nuts and bolts" of the plan.

Strategy (Planning)

Build and maintain relationships with academic advisors at top-5 programs. Develop promotional kits including program information, application materials, branded pens and notepads and mail to advisors at top-5 programs. Connect with advisors via social media channels (Facebook, Twitter, LinkedIn). Send an initial invitation to connect, follow up with information about the program, and check in monthly to share useful information and answer any questions.

Evaluation

Discusses the metrics you'll use to evaluate whether program plan objectives have been met.

Relates directly back to the plan's stated objectives.

Formative research

Benchmarking research defines your starting points for accomplishing goals and objectives.

Client/management meetings

Winning new business or management approval requires a clear articulation of strategy and mutual agreement about how that strategy will be implemented.

Action and communication tactics

Two-way communication that results in mutually beneficial relationships between organizations and publishers happens throughout the process.

Production of media and communication materials

Evaluation Timelines

If objectives are attainable, relevant and time-bound, the right time to measure results will also be readily apparent.

Two typical situations

Work within a set budget that you meet. Propose/negotiate several tiers of activities/budgets.

Typical budget categories

Staff time, Administrative costs and supplies, Media

Staff time

Personnel, Pro bono, Billable rate

Administrative costs and supplies

Overhead expenses, costs associated with running a business.

Media and communication expenses

Media planning, Reach and frequency, Programmatic media buying

What does Contingency Theory suggest?

The best course of action in any situation depends on the specifics of the situation.

What factors influence a public relations person's choice of action in conflict according to Contingency Theory?

Factors internal and external to the organization.

What are the two extremes in public relations strategies mentioned in Contingency Theory?

Pure Advocacy and Pure Accommodation.

What is issues management?

A systematic process whereby organizations work to identify and resolve issues before they become crises.

What is the goal of issues management?

Proactive monitoring and management to prevent crises.

How many stages are there in the issue lifecycle?

Four stages.

1. Early/potential

When a few people begin to become aware of possible problems

2. Emerging

When more people begin to notice and express concern

3. Current/crisis

when the negative impact on an organization becomes public and pressure on the organization builds

4. Dormant

when the organization has no choice but to accept the long-term consequences

Regester and Larkin's seven-step process

1. Monitoring

2. Identification

3. Prioritization

4. Analysis

5. Strategic planning

6. Implementation

7. Evaluation

Monitoring

What is being said about your organization offline, on social media, and in traditional media?

One example of systematic monitoring is responsible supply chain management

Production and distribution, Working conditions, Wages, Ensure high ethical standards of social and environmental responsibility are maintained.

What is the first step after noticing an issue?

You need to describe it and determine if it is significant.

Do daily fluctuations in company stock values always indicate a crisis?

No, they may not mean that the organization faces a crisis.

What should you assess in a small organization when identifying issues?

You have to assess the environment and look for patterns.

What is a key aspect of issues management?

Describing which issues require resources and when.

What does prioritizing issues involve?

Weighing the potential scope and impact of each issue.

Analysis

Analysis should determine how issues might affect the organization and its publics.

Analysis should include all sorts of publics besides customers.

How, specifically, will employees be affected?

Will they have to work longer hours? Take less pay?

Will they face public criticism?

What is a key component of strategic planning?

Develop communication and relationship management strategies.

What should be included in the strategic action response to an issue?

The messages that will be communicated in conjunction with that response.

Implementation

Implementation includes both action and communication.

Evaluation

Assess the results, just as you would with any other public relation strategy.

How can you measure beneficial outcomes?

Work with clearly articulated goals and objectives from your strategy.

Where do many of the most important results of issues management stem from?

The crises prevented or negative outcomes averted.

Crisis Types

How organizations respond to crises should depend on the degree to which people attribute responsibility for the crisis to the organization.

SCCT

One of the most well-researched and practical theories for crisis management, called situational crisis communication theory