jour ch8 - Research Chapter8 ThePublicRela3onsProcess...

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Unformatted text preview: Research Chapter8 ThePublicRela3onsProcess Research Planning/Ac3on Communica3on Evalua3on Research Researchisthesystema3ccollec3onand interpreta3onofinforma3ontoincrease understanding Research Researchisthecontrolled,objec-ve,and systema-cgatheringofinforma3onforthe purposeofdescribingandunderstanding Evalua3on Evalua3onisthesystema3cassessmentofa programanditsresults Measurementofresultsagainstobjec3ves Keyaccountability ResearchWhyDoWeUse? Researchconductedtodo: 1. Describeaprocess 2. Explainwhysomethinghappened 3. Predictwhatwillprobablyhappen 1 ResearchTypes Applied(Primary) Strategicdevelopprogramobjec3ves Evalua3vetofindifprogramgoalswere accomplished Basictypesofresearchinpublicrela3ons oPrimary(applied) oSecondary Theore3cal(academic) Conceptualandbuildstheories Secondary Developedbysomeoneelse Primary(applied)newresearch Polls Surveys Interviews FocusGroups Secondarymaterialsgeneratedbyothers Publishedmaterials,records Publicrecords Onlinedatabases Journals,newspapers Advantageinexpensive Survey Surveystoexamineforsomespecific purpose;inspectorconsidercarefully;review indetail FourElementsofasurvey 1.Sample Representa3veofthetotalpublicused 2.Ques3onnaire Thesurveyinstrument 3.Interview Personal,firsthandfeel 4.Analysisofresults Analyzethefindings,validandreliable 2 Survey Samplesegmentofthepopula3on Nonprobabilitysampling Noequalchanceofselec3on Nonscien3fic,informal RandomSampling Simple Allmembersanequalchance Systema3c EveryNthpersononalist Probabilitysampling Equalchanceofbeingselected Scien3fic Stra3fied Surveydifferentsegmentsofthepopula3on Cluster Smallsubsets,geographicregions FocusGroup:ATypeofSurvey FocusGroups Informalresearchmethod Notrepresenta3veofanypublic Basicallyinexpensive FocusGroup Approximately812people Moderatorskilledininterviewing Observethesession Discussopinions,problems,needs Limitdiscussionto6090minutes SurveyWebBasedResearch In3macyclosertogether Precisionmoredetailedanswers Timelinessimmediate Costreducedcosts CNNPoll Doyouseebefereconomic3mesahead? Yes No 3 CNNPoll Doyouseebefereconomic3mesahead? Yes57% No43% Pollsp.157 "Popularpoli3calpolls,inpar3cular,are fraughtwithproblems.Theycannotpredict outcomesscien3fically.Rather,theyprovidea snapshot,freezingaltudesatacertainpoint in3me." Polls Useofsta3s3cs Facts Demographics Understandingpublicopinion PollsandSta3s3cs Usedduringthepastelec3on Pollswereusedtodescribeandpredict everything! Communica3onAudits Theevalua3onoftheen3recommunica3on ac3vityofanorganiza3on Analysisofallcommunica3onac3vi3es Informalinterviewswithmanagementand employees Informalinterviewswithvariousstakeholders; media,communityleaders,influen3alpersonsin theindustry 4 Evalua3on Accountabilitytakingresponsibilityfor achievingtheperformancepromised. Evalua3on Measurementofproduc3on Measurementofmessageexposure Measurementofaudienceawareness Measurementofaudiencealtudes Measurementofaudienceac3on MeasurementofProduc3on Howmuchmaterialproduced? Newsreleases Featurestories MeasurementofMessage Exposure Numberofplacementsandwhere HitsontheInternet Adver3singequivalency Requestsand800numbers Costperperson Audienceafendance Howmuchmaterialwasdistributed? Newsreleasestohowmanynewssources Annualreportnumbers MeasurementofAudience Awareness Measurewhetherthetargetaudience Receivedthemessage Paidafen3ontothemessage Understoodthemessage Retainedthemessageinanyshapeofform MeasurementofAudience Altudes Audiencealtudesandopinionsbefore, duringandaqerapublicrela3onscampaign Baselinestudyshowsthepercentage differencesinaltudesasaresultofthe campaign 5 MeasurementofAudienceAc3on Achieveorganiza3onalobjec3ves Afendevents Productssold Fundsraised Legisla3onpassed 6 ...
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