Slide 1 of 44 Introduction to Public Relations Chapter 5 Research: Understanding Public Opinion © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Introduction to Public Relations Public Relations Research Slide 2 of 44 WHY RESEARCH? “The most compelling reason for using research is to make sure that your program is the best it can be -- that what you are doing is as ‘right on’ as it can be.” Blair C. Jackson SVP, Rogers & Cowan, Inc.

Introduction to Public Relations Public Relations Research Slide 3 of 44 WHY RESEARCH IS NECESSARY Achieve greater credibility with facts and figures Achieve greater credibility with facts and figures Better define and reach target audiences Better define and reach target audiences Formulate correct strategy Formulate correct strategy Test messages with target audiences (continued on next slide) Test messages with target audiences (continued on next slide)

Introduction to Public Relations Public Relations Research Slide 4 of 44 WHY RESEARCH IS NECESSARY Help “isolated” senior management keep in touch Help “isolated” senior management keep in touch Prevent crises (“smoldering fires”) Prevent crises (“smoldering fires”) Monitor competition and industry trends Monitor competition and industry trends Influence public opinion Influence public opinion Generate publicity Generate publicity Measure success Measure success

Introduction to Public Relations Public Relations Research Slide 5 of 44 Are you ready for research? Public relations is increasingly scientific and data driven Statistics and probability Statistics and probability Research methodology Research methodology Constructing and administering surveys Constructing and administering surveys Conducting focus groups Conducting focus groups Working with charts and graphs Working with charts and graphs

Introduction to Public Relations Public Relations Research Slide 6 of 44 The Four-Step Process Is The Foundation For The Practice Of Public Relations Research Planning Action Evaluation

Introduction to Public Relations Public Relations Research Slide 7 of 44 Research enables practitioners to: Identify and define publics involved in specific problems. Identify and define publics involved in specific problems. Pretest messages and media to ensure that programs will produce the best possible results. Pretest messages and media to ensure that programs will produce the best possible results. Evaluate the results of programs and campaigns. Evaluate the results of programs and campaigns. Design and execute follow-up activities. Design and execute follow-up activities. The Role of Research

Introduction to Public Relations Public Relations Research Slide 8 of 44 Tips for Researching Your Publics Avoid the general public Avoid the general public Define broad categories Define broad categories Narrow to definable components Narrow to definable components Set priorities Set priorities Identify gatekeepers Identify gatekeepers Examine Overlap Examine Overlap Let’s consider an example…

Introduction to Public Relations Public Relations Research Slide 9 of 44 Questions to Begin Research What preliminary research is needed? What preliminary research is needed? What informal research will help? What informal research will help? Which formal research techniques do you need? Which formal research techniques do you need? Survey Survey Content analysis Content analysis Experimental Experimental Zooming in on Preliminary research…

Introduction to Public Relations Public Relations Research Slide 10 of 44 Preliminary Research We often begin by doing secondary research such as: Internet Internet Databases Databases Libraries Libraries Electronic Publications Electronic Publications Government Documents and Web sites Government Documents and Web sites Professional Organizations Professional Organizations

Introduction to Public Relations Public Relations Research Slide 11 of 44 The Internet and World Wide Web Provide Access To … Search engines Search engines Online publishers Online publishers Governmental agency databases Governmental agency databases Professional and business web sites Professional and business web sites Corporate web sites Corporate web sites

Introduction to Public Relations Public Relations Research Slide 12 of 44 Governmental Agencies Information compiled by governmental agencies at all levels is accessible via the Internet. Included are databases from… Information compiled by governmental agencies at all levels is accessible via the Internet. Included are databases from… U.S. Census BureauU.S. Census Bureau Department of Labor (Bureau of Labor Statistics)Department of Labor (Bureau of Labor Statistics) U.S. Securities and Exchange Commission (SEC)U.S. Securities and Exchange Commission (SEC)

Introduction to Public Relations Public Relations Research Slide 13 of 44 Survey data dealing with their industries and/or members. Survey data dealing with their industries and/or members. Archives of their news releases, annual reports, fact sheets, white papers and other documents. Archives of their news releases, annual reports, fact sheets, white papers and other documents. Links to other sites or files containing information of value to practitioners. Links to other sites or files containing information of value to practitioners. Now let’s look at content analysis … Professional And Business Organizations Many organizations maintain Web sites that may contain …

Introduction to Public Relations Public Relations Research Slide 14 of 44 Preliminary Research Techniques Analyzing news clippings (“clips”) Analyzing news clippings (“clips”) Interviewing key contacts or centers of influence Interviewing key contacts or centers of influence Organizing committees or study panels Organizing committees or study panels Practicing ‘casual monitoring’ through phone calls, , letters, observation Practicing ‘casual monitoring’ through phone calls, , letters, observation Using focus groups Using focus groups

Introduction to Public Relations Public Relations Research Slide 15 of 44 Using Focus Groups Understand group dynamics and how to solicit participation Understand group dynamics and how to solicit participation Interview using open- ended questions to prompt interaction and gain insights Interview using open- ended questions to prompt interaction and gain insights Videotape so that researchers can examine nonverbal as well as verbal expressions Videotape so that researchers can examine nonverbal as well as verbal expressions

Introduction to Public Relations Public Relations Research Slide 16 of 44 Casual Monitoring Public relations practitioners often monitor information that routinely comes to their attention, including: What other information sources might you monitor? Print and electronic news reports, monitored for quantity and quality of coverage. Print and electronic news reports, monitored for quantity and quality of coverage. Incoming mail, telephone calls, sales reports and other documents. Incoming mail, telephone calls, sales reports and other documents. Content of business and industry publications, trade association reports, and the like. Content of business and industry publications, trade association reports, and the like.

Introduction to Public Relations Public Relations Research Slide 17 of 44 Most Used Research Techniques Informal research techniques are most often used by practitioners. The six listed most often in one study: Literature searches and electronic retrieval Literature searches and electronic retrieval Publicity tracking Publicity tracking Telephone/mail surveys with simple cross-tabs Telephone/mail surveys with simple cross-tabs Focus groups Focus groups Communication audits Communication audits Secondary analysis studies Secondary analysis studies

Introduction to Public Relations Public Relations Research Slide 18 of 44 Formal Research Techniques Survey Research--this is the formal tool used 90% of the time in public relations. Survey Research--this is the formal tool used 90% of the time in public relations. Content Analysis--statistical Content Analysis--statistical Formal research may be conducted at…

Introduction to Public Relations Public Relations Research Slide 19 of 44 Content Analysis Printed materials of all kinds Printed materials of all kinds Transcripts of broadcast information Transcripts of broadcast information Transcripts of focus group interviews Transcripts of focus group interviews How does it work? Content analysis is a process through which information can be converted into quantitative data. The process applies equally to:

Introduction to Public Relations Public Relations Research Slide 20 of 44 Experimental Research Experimental research encompasses… Laboratory experiments conducted in controlled environments to minimize external factors Laboratory experiments conducted in controlled environments to minimize external factors Field experiments, in which control is sacrificed to observe reactions to real environments. Field experiments, in which control is sacrificed to observe reactions to real environments.

Introduction to Public Relations Public Relations Research Slide 21 of 44 Survey Research Survey research in public relations examines the attitudes and opinions of audience members. Survey research in public relations examines the attitudes and opinions of audience members. Surveys may be administered by mail, , phone or in person. Surveys may be administered by mail, , phone or in person. Random sampling necessary to produce accurate results. Random sampling necessary to produce accurate results. Surveys often have marketing, publicity value Surveys often have marketing, publicity value

Introduction to Public Relations Public Relations Research Slide 22 of 44 Tools used in PR research

Introduction to Public Relations Public Relations Research Slide 23 of 44

Introduction to Public Relations Public Relations Research Slide 24 of 44

Introduction to Public Relations Public Relations Research Slide 25 of 44 More Research Terms Click on the picture to hear some more research terms and explanations.