1. Research and Campaign Planning
Chapter 5 Lecture/Recap

2. Four Steps of Effective PR
Step 1: Research
Step 2: Planning
Step 3: Communication
Step 4: Measurement

3. Step 1: Research Formative and evaluative Beginning of process
Collect and interpret (ex: What is the public’s need)
Various types of research; which one?
Consider subject, situation, time, budget
Example: formal vs. informal research
Helps bridge gap
Helps link communication issues and business outcomes

4. Step 1: Research (Research can…)
Determine proper audience
Determine if threat exists
(and should) Inform strategy
Test messages
“…Uncover trouble spots and public concerns before they become news” (p. 94)
Value of environmental scanning
Help monitor competition (counter strengths; capitalize on weaknesses)
Generate publicity
Help measure success (Did it work? Was it worth the time and money?)

5. Step 1: Research (Methods)
Causal, informal vs. formal, scientific
Primary research vs. secondary research
Qualitative (soft data) vs. quantitative (hard data)
Examples of techniques: organizational materials (archival research), library and online database methods, the internet, content analysis, interviews (intercept vs. purposive), focus groups, copy testing

6. Step 1: Research (Scientific Sampling Methods)
Random, larger samples
Probability samples
Reaching respondents (pros and cons of methods?)
Mail questionnaires
Telephone surveys
Personal interviews
Piggyback surveys
Web and surveys

7. In-Class Activity (Mock Scenario)
Gordon needs your help!
Low attendance at two newest buildings; want to know why?
Best method to research issue? Why?

8. In-Class Activity (Mock Scenario)
Gordon STILL needs your help!
Low attendance at two newest buildings; want to know why?
Narrowing down to Organizational Materials, Interviews and Focus Groups
How could we examine organizational materials?
Which would work best—interviews (specify type) or focus groups?
Who are our participants?
Create four sample questions.

9. Step 2: Planning What actions? What order? Must be systematic
Consider the situation – analyze what can be done – form strategies and tactics – decide how to measure results

10. Step 2: Planning (Popular Approaches)
Management by objective (MBO)
Nager and Allen – Nine basic steps
Client/Employer Objectives, Audience/Publics, Audience Objectives, Media Channels, Media Channel Objectives, Sources and Questions, Communication Strategies, Essence of the Message, and Nonverbal Support
Ketchum’s Strategic Planning Model
Facts (category facts, product/service issues, competitive facts, customer facts)
Goals (business objectives, role of PR, sources of new business
Audience (target audiences, current mind-set, desired mind-set
Key Message (main point)

11. Step 2: Planning (Program Plan)
Situation
What led to the need for a plan?
Need for remedial program to address problem/negative situation
Specific one-time project (e.g. new product launch)
Preserve reputation and public support
Value of proactive research
Objectives
Informational or Motivational or Both
Audience
Specific and defined
Value of market research
Impacts strategy
Strategy
How will we meet objectives?
Rationale for actions

12. Step 2: Planning (Program Plan)
Tactics
Nuts-and-bolts a.k.a. specific activities
Communication as tool
Calendar/Timetable
When to conduct the campaign
Proper sequence of activities
Proper steps
Budget
Staff time (large amount)
Out-of-pocket expenses
10% for unexpected costs
Measurement
Restate objectives and list measurement methods

13. ACT #2 Let’s practice your ability to research and begin a plan.
In groups of 3, you will conduct some research on your assigned client. Reflect on our discussion of environmental scanning. Look online (news media, blogs, social network sites, etc.) to see what is discussed of your client.
You will write a report for Dr. G with two components:
First—Based on the research you found, what type of additional research would you suggest, and why?
Second—Let’s jump forward and assume you completed your research. Based on your internet research (for the sake of this activity), type up the “situation” and explain what led to the need for a plan (reflect on the three situations discussed in the chapter). This should include discussing what major themes were revealed during your research. Support your argument with the research you’ve found. Be detailed.

14. CLIENTS (Random Selection)
Disney World
Colin Kaepernick
Kevin Durant
Verizon
Ellen DeGeneres
Cincinnati Zoo
EpiPen (manufacturer)
Wal-Mart
Southwest Airlines
Leslie Jones