CH 5 Research - RESEARCH Essential first step to any PR...

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RESEARCH Essential first step to any PR process! Why is research important? “the controlled, objective, and systematic gathering of information for the purpose of describing and understanding” See questions p. 129
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RESEARCH USES Achieve credibility with mgt. Define audiences and segment public Demographics, lifestyles, consumption patterns, etc. Formulate strategy based on above Test messages Keep in touch (surveillance of public re issues, concerns, etc.; monitor news media coverage)
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RESEARCH USES Prevent crises Monitor competition Sway public opinion (use research facts to change perceptions) Generate publicity (published research) Measure success (evaluative)
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RESEARCH TECHNIQUES Qualitative vs. quantitative (see table 5.1, p. 132) Secondary research: analysis and use of existing information literature searches, library/online databases, Internet, company archives marketing stats, policy statements, speeches, newsletters/magazines, news clippings
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CH 5 Research - RESEARCH Essential first step to any PR...

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