Week 13 - specific, measurable terms). Dont imply solution...

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Donnalyn Pompper, Ph.D., APR Week 13 Defining PR Problems StOC2552-02 StOC2552-02
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Overview Overview Management process Role of research in strategic planning Defining public relations problems Problem statement Situation analysis Research process
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Management process Management process Defining the problem Planning and programming Taking action and communicating Evaluating the program
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Role of research in Role of research in strategic planning strategic planning Research attitude Listening as systematic research
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Defining problems Defining problems “The old “flying by the seat of the pants” approach to solving PR problems is over.” E.J. Robinson Apply social science methods Don’t rely on hunches, gut feelings, knee jerk reaction Continuous fact-finding mode Goal states - “problems deviations from”
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Problem statement Problem statement Summary of what is learned about the problem situation (present tense, in
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Unformatted text preview: specific, measurable terms). Dont imply solution or blame What is the source of concern? Where is this problem? Who is involved or affected? Why is this a concern to the org and its publics? Situation analysis Situation analysis More detailed, longer than problem statement . All background info to illustrate its meaning in detail Identify stakeholders determine their needs Identify internal, external factors Develop messages Research process Research process Self or contract out Research design Primary research Secondary research Quantitative Survey, Experiment Content Analysis Qualitative Interview, Focus Group Observation Summary Summary Management process Role of research in strategic planning Defining public relations problems Problem statement Situation analysis Research process...
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This note was uploaded on 05/05/2009 for the course STOC 2552 taught by Professor Pompper,donalyn during the Spring '09 term at Temple.

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Week 13 - specific, measurable terms). Dont imply solution...

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