Chapter 8: Research in Public Relations

Chapter 8: Research in Public Relations

Today's Agenda

  • Research types
  • Video clip on research methodology
  • Methodology and techniques
  • Wrap up

Learning Objectives

  • 8.1 Discuss the importance of research as the essential first step in every public relations assignment.
  • 8.2 Explore research principles, types, and methods.
  • 8.3 Discuss various research tools and evaluative techniques for public relations professionals.
  • 8.4 Underscore the importance of web monitoring and tools for internet research.

Opening Example: Incorrect Polls

  • Notable case: Nate Silver incorrectly predicted Clinton's 77% probability of winning.
  • Polling methods are becoming less reliable due to low response rates (below 10% today).
  • Challenges include the rise of cell phones, answering machines, and call screening.

Importance of Research in PR (Objective 8.1)

  • Research is the foundation for effective public relations strategies.
  • Validates decisions with data rather than intuition or assumptions.
  • Necessitates proof rooted in logic for presenting advice to management.

Essential First Steps

  • Outputs: Did we achieve desired media coverage?
  • Outtakes: Did the target audience comprehend our messages?
  • Outcomes: Changes in audience behavior, relationships, and ultimately, sales.
  • Public relations efforts should align with overarching business objectives by understanding audience preferences.

What Constitutes Effective Research?

  • Identifying and defining constituent groups.
  • Designing effective messages and programs.
  • Tailoring media and schedules to audience needs.
  • Implementing programs based on thorough analysis.

Research Principles in Public Relations (Objective 8.2)

  • Establish clear objectives linked to business goals.
  • Distinguish between measuring outputs (media impressions) and outcomes (behavior changes).
  • Recognize that no single technique suffices for effectiveness assessment.
  • Understanding the nuances of public relations vs. advertising effectiveness is crucial for accurate measurement.

Types of Public Relations Research

  • Descriptive Research: Describes situations or phenomena.
  • Explanatory Research: Explains causes and potential impacts.
  • Predictive Research: Forecasts outcomes based on actions or inactions.
  • Distinction between Primary Research (applied/theoretical) and Secondary Research (existing data).

Applied vs. Theoretical Research

  • Strategic Research: Used for program development to define objectives and benchmarks.
  • Evaluative Research: Conducted to assess if objectives were achieved post-implementation.
  • Theoretical Research: Focuses on conceptual frameworks for understanding behaviors and persuasion metrics.

Research Methods Overview

  • Observation as the base for understanding human behavior in social sciences.
  • Various methods include surveys, communications audits, and unobtrusive measures.

Surveys in Detail

  • Commonly used for gathering attitudes and opinions.
  • Types of Surveys:
    • Descriptive: Snapshot of current condition.
    • Explanatory: Investigates cause-effect relationships.
  • Key Elements of Surveys:
    • Sample selection, questionnaire design, interviews, and results analysis.

Sampling Techniques

  • Random Sampling: Ensures equality, includes methods like simple, systematic, stratified, and cluster sampling.
  • Nonrandom Sampling: May include convenience, quota, and volunteer samples, leading to potential biases.

Questionnaire Guidelines

  • Keep it concise and clear; avoid jargon.
  • Use structured questions and measure intensity of feelings.
  • Pre-testing, follow-up, and incentivizing responses can enhance data quality.

Interview Techniques

  • Types: Focus groups, Delphi panels, telephone interviews, and drop-off interviews.
  • Aim for random samples for representative insights.

Analyzing Results

  • Establish valid and reliable measures.
  • Consider the margin of error and the significance of statistical findings.

Communications Audits

  • Analyze relationships between actions and communication effectiveness.
  • Evaluate company standing and performance metrics to enhance corporate citizenship.

Unobtrusive Methods

  • Include fact-finding, content analysis, copy testing, and case study research.

Online Research (Objective 8.4)

  • Metrics include unique visitors, conversion rates, page rankings, and engagement metrics such as time spent and downloads.
  • Essential to establish proper objectives and utilize measurement tools effectively.

Search Engine Optimization (SEO)

  • Improves online visibility through algorithmic search results.
  • Targets various search types (image, local, academic) to enhance site traffic.

Social Media Metrics

  • Involves measuring outreach through platforms like Twitter, Facebook, and YouTube.

Discussion Points

  • Question of ethics in public input and decision-making processes (e.g., naming a £287 million ship).
  • Consequences of disregarding public sentiment in decision-making.

Evaluation of Research Outcomes

  • Align results with established objectives and hold accountability for performance outcomes.
  • Measure awareness, comprehension, attitude changes, and behaviors resulting from campaigns.

Case Study Applications

  • Real-world applications of research in PR campaigns, outlining objectives and strategies for effective implementation.