2. Slide 1 of 47 Introduction to Public Relations Part Two Public Relations…The Process Chapter 5 Research Strategies in Public Relations © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

3. Introduction to Public Relations Public Relations Research Slide 2 of 47 An Assignment Reminder… Before viewing this lesson, please read the following textbook material: Public Relations: The Profession and the Practice, Chapter 5: Research Strategies in Public Relations

4. A Conceptual Schema for Studying Public Relations Research Strategic Planning Evaluation Action and Communication Media Relations Employee Relations Community Relations Consumer Relations The Profession Introduction Theory Law and Ethics History Part 1 Part 1 The Process Part 2 The Publics Part 3 The Practice Part 4 Chapter 5 falls here. Slide 3 of 47 Public Affairs and Government Not-for- Profit Corporate Financial Emerging Trends

5. Introduction to Public Relations Public Relations Research Slide 4 of 47 We will study why research is important in public relations and the techniques used to conduct this research in order to obtain valid results. In Part Two—Chapter 5, Our Focus Is Research Strategies

6. Introduction to Public Relations Public Relations Research Slide 5 of 47 Know what types of research techniques are used by public relations practitioners Know what types of research techniques are used by public relations practitioners Know how to conduct research for public relations campaigns. Know how to conduct research for public relations campaigns. Understand why research is important. Understand why research is important. Today’s Learning Objectives are…

7. Introduction to Public Relations Public Relations Research Slide 6 of 47 Research in public relations is a cyclical process through which practitioners: Monitor the environments of organizations and their publics. Monitor the environments of organizations and their publics. Identify and track events and trends that may influence public relationships. Identify and track events and trends that may influence public relationships. Measure the productivity of public relations efforts. Measure the productivity of public relations efforts. Provide data to enhance the program’s efficiency and effectiveness. Provide data to enhance the program’s efficiency and effectiveness. What Is Research? A diagram may help you visualize these four aids…

8. Introduction to Public Relations Public Relations Research Slide 7 of 47 What Research Can Do for You MonitorEnvironment Identify & Track Events MeasureProductivity Enhance Efficiency Enhance Efficiency & Effectiveness Slide 7 of 47

9. Introduction to Public Relations Public Relations Research Slide 8 of 47 Research enables practitioners to: Provide information for issues management. Provide information for issues management. 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

10. Introduction to Public Relations Public Relations Research Slide 9 of 47 Practitioners define publics by several aspects. Age Gender Ethnicity Age Gender Ethnicity Marital-family status Marital-family status Education Income level Education Income level Work location Residence Work location Residence Political & religious affiliation Political & religious affiliation Attitude Opinion Behavior * Attitude Opinion Behavior * * * In relation to specific products, services, or organizations Media use Identifying and Defining Publics Slide 9 of 47

11. Introduction to Public Relations Public Relations Research Slide 10 of 47 Public Opinion in Public Relations Public relations deals with public opinion rather than mass opinion; with the opinion of defined, targeted populations.Public relations deals with public opinion rather than mass opinion; with the opinion of defined, targeted populations. These publics have beencategorized by John Dewey as groups that…These publics have been categorized by John Dewey as groups that… face similar indeterminate situationsface similar indeterminate situations recognize what is indeterminate in their situationsrecognize what is indeterminate in their situations organize to do something about the problemorganize to do something about the problem

12. Introduction to Public Relations Public Relations Research Slide 11 of 47 Public Opinion in Grunig’s Categories Public opinion is sorted a little differently by James Grunig into three groups... Latent publics do not recognize the problem. Latent Publics Slide 11 of 47

13. Introduction to Public Relations Public Relations Research Slide 12 of 47 The Second Grunig Opinion Group Aware publics develop from latent publics after they recognize the problem. Aware Publics Slide 12 of 47

14. Introduction to Public Relations Public Relations Research Slide 13 of 47 The Third Grunig Opinion Group Active publics develop from aware publics after they begin to do something about the problem. Active Publics Slide 13 of 47

15. Introduction to Public Relations Public Relations Research Slide 14 of 47 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…

16. Introduction to Public Relations Public Relations Research Slide 15 of 47 The CIO Example of Defining a Public CIO is a magazine for information managers. Click on their subscription image below and scan the kinds of questions they ask new subscribers. CIO is a magazine for information managers. Click on their subscription image below and scan the kinds of questions they ask new subscribers. What are key facts CIO wants to know about its readers? What are key facts CIO wants to know about its readers?

17. Introduction to Public Relations Public Relations Research Slide 16 of 47 Message and media pretests enable practitioners to: Identify those that generate the greatest responses. Identify those that generate the greatest responses. Adjust message content and/or media schedules to enhance results. Adjust message content and/or media schedules to enhance results. Produce the best possible result with the lowest possible expenditure. Produce the best possible result with the lowest possible expenditure. Pre-testing Messages and Media

18. Introduction to Public Relations Public Relations Research Slide 17 of 47 Graphing a PR Campaign's Media Pre-test Slide 17 of 47

19. Introduction to Public Relations Public Relations Research Slide 18 of 47 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 Other Other Zooming in on Preliminary research…

20. Introduction to Public Relations Public Relations Research Slide 19 of 47 Preliminary Research We often begin by doing secondary research such as: Libraries Libraries Databases Databases Internet Internet Electronic Publications Electronic Publications Government Documents and websites Government Documents and websites Professional Organizations Professional Organizations

21. Introduction to Public Relations Public Relations Research Slide 20 of 47 Libraries 1. Academic journals 2. Government documents 3. Directories and reference works 4. Professional and trade publications 5. Newspapers and periodicals

22. Introduction to Public Relations Public Relations Research Slide 21 of 47 Databases Academic Universe [consisting primarily of periodicals] Academic Universe [consisting primarily of periodicals] Dialog [a gateway to hundreds of databases – the industry’s largest] Dialog [a gateway to hundreds of databases – the industry’s largest] ERIC [a repository for academic research] ERIC [a repository for academic research]

23. Introduction to Public Relations Public Relations Research Slide 22 of 47 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

24. Introduction to Public Relations Public Relations Research Slide 23 of 47 Search Engines Several types of search engines are available to users of the World Wide Web. Click on any underlined engine: Several types of search engines are available to users of the World Wide Web. Click on any underlined engine: General Web-based indexes such as Yahoo. General Web-based indexes such as Yahoo.Yahoo Industry-specific indexes such as ZDNet. Industry-specific indexes such as ZDNet.ZDNet Web-based meta-search engines, such as Jeeves. Web-based meta-search engines, such as Jeeves.Jeeves

25. Introduction to Public Relations Public Relations Research Slide 24 of 47 Online Publishers Online publishers include … Electronic publications by traditional print media of all kinds (Forbes Magazine). Electronic publications by traditional print media of all kinds (Forbes Magazine).Forbes MagazineForbes Magazine E-zines (online magazines such as Internet.Com) and newsletters published electronically by a many organizations E-zines (online magazines such as Internet.Com) and newsletters published electronically by a many organizations Internet.Com Caution: content reliability varies!

26. Introduction to Public Relations Public Relations Research Slide 25 of 47 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… Legislative bodies such as the… Legislative bodies such as the… U.S. Congress U.S. Congress state legislatures state legislatures both county and municipal lawmaking bodies both county and municipal lawmaking bodies Regulatory agencies at all levels: Regulatory agencies at all levels: Federal Food and Drug Administration Federal Food and Drug Administration local zoning boards local zoning boards

27. Introduction to Public Relations Public Relations Research Slide 26 of 47 Survey data dealing with their industries and/or members. Survey data dealing with their industries and/or members. Archives of their publications and other materials. Archives of their publications and other materials. 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 …

28. Introduction to Public Relations Public Relations Research Slide 27 of 47 Informal Research Techniques Analyzing file records or news clippings Analyzing file records or news clippings Interviewing key contacts (salespeople) or centers of influence Interviewing key contacts (salespeople) or centers of influence Organizing committees or study panels Organizing committees or study panels Using focus groups or national polls Using focus groups or national polls Practicing ‘casual monitoring’ through phone calls, e-mail, letters Practicing ‘casual monitoring’ through phone calls, e-mail, letters

29. Introduction to Public Relations Public Relations Research Slide 28 of 47 Using Recorded Information Here are some various types of organizational records. You could also include attendance records. How many other types of organizational records can you name?

30. Introduction to Public Relations Public Relations Research Slide 29 of 47 Regulatory and Governmental Records Every organization operates under Federal, state, county and municipal regulations. Regulation generates two types of records: Those maintained by organizations to comply with regulations. Those maintained by governmental and regulatory bodies. Most are available for public inspection under state and Federal ‘sunshine’ laws. From Washington… …to City Hall Slide 29 of 47

31. Introduction to Public Relations Public Relations Research Slide 30 of 47 Key Contacts and Centers of Influence Every community has its leaders. They include: Elected and appointed officials of all governments Elected and appointed officials of all governments Executives and owners of business organizations Executives and owners of business organizations Elected leaders of civic, fraternal and community organizations Elected leaders of civic, fraternal and community organizations Clergymen, educators and leading members of other disciplines Clergymen, educators and leading members of other disciplines How many others can you name?

32. Introduction to Public Relations Public Relations Research Slide 31 of 47 Special Committees in Public Relations Identify issues before they become problems. Identify issues before they become problems. Suggest alternative courses of action. Suggest alternative courses of action. Provide objective views of matters that are difficult for ‘insiders’ to evaluate. Provide objective views of matters that are difficult for ‘insiders’ to evaluate. Decision makers and opinion leaders can be assembled regularly or on an ad hoc basis to help organizations:

33. Introduction to Public Relations Public Relations Research Slide 32 of 47 Focus Groups Are … Most commonly used in qualitative research. Most commonly used in qualitative research. Usually composed of small numbers of individuals… Usually composed of small numbers of individuals… who share one or more demographic characteristics who share one or more demographic characteristics

34. Introduction to Public Relations Public Relations Research Slide 33 of 47 Use Open-ended Questions with Focus Groups Interviewed using open- ended questions to prompt interaction and gain insight into their attitudes, opinions and beliefs. Interviewed using open- ended questions to prompt interaction and gain insight into their attitudes, opinions and beliefs. Usually videotaped so that researchers can examine nonverbal as well as verbal expressions. Usually videotaped so that researchers can examine nonverbal as well as verbal expressions.

35. Introduction to Public Relations Public Relations Research Slide 34 of 47 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.

36. Introduction to Public Relations Public Relations Research Slide 35 of 47 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

37. Introduction to Public Relations Public Relations Research Slide 36 of 47 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 sample of content Content Analysis--statistical sample of content Experimental--Used some with control groups. Experimental--Used some with control groups. Each technique offers potentially different results that vary in reliability. Formal research may be conducted at…

38. Introduction to Public Relations Public Relations Research Slide 37 of 47 Survey Research Most survey research is designed to… Most survey research is designed to… Identify and/or categorize members of one or more publics. Identify and/or categorize members of one or more publics.

39. Introduction to Public Relations Public Relations Research Slide 38 of 47 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:

40. Introduction to Public Relations Public Relations Research Slide 39 of 47 Content Analysis: A Three-Step Process 1. Representative samples are drawn from sets of documents or other sources 2. Selected items are searched for key words and sorted by such factors as length, tone and position in the publication 3. Resulting data are analyzed over time or in comparison to other data sets, e.g., for competing organizations.

41. Introduction to Public Relations Public Relations Research Slide 40 of 47 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.

42. Introduction to Public Relations Public Relations Research Slide 41 of 47 Experimental Research Pretests Channels Experimental research in public relations usually deals with pre- testing communication channels and their content, as in brochures and newsletters.

43. Introduction to Public Relations Public Relations Research Slide 42 of 47 Survey vs. Experimental 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. Experimental research in public relations usually deals with pre-testing communication channels and their content, as in brochures and newsletters. Experimental research in public relations usually deals with pre-testing communication channels and their content, as in brochures and newsletters.

44. Introduction to Public Relations Public Relations Research Slide 43 of 47 Populations and Samples Based in probability theory Based in probability theory Used to ensure that results can be generalized to the larger population Used to ensure that results can be generalized to the larger population Formal research almost always deals with samples drawn at random from specified publics. Random sampling is …

45. Introduction to Public Relations Public Relations Research Slide 44 of 47 Five Types of Sampling Simple random sampling allows each member of a population an equal chance to be selected Simple random sampling allows each member of a population an equal chance to be selected Systematic sampling uses a list or directory to select a random sample Systematic sampling uses a list or directory to select a random sample Stratified random sampling, in which the population is divided into two groups and samples are drawn from each Stratified random sampling, in which the population is divided into two groups and samples are drawn from each Cluster sampling, in which groups rather than individuals are selected at random Cluster sampling, in which groups rather than individuals are selected at random Quota sampling, in which fixed numbers of individuals are drawn from sub-groups Quota sampling, in which fixed numbers of individuals are drawn from sub-groups

46. Introduction to Public Relations Public Relations Research Slide 45 of 47 More Research Terms Click on the picture to hear some more research terms and explanations.

47. Introduction to Public Relations Public Relations Research Slide 46 of 47 Another Research Option… PR practitioners often outsource for their research needs. PR practitioners often outsource for their research needs. Marketing Research Services, Inc. is an example of a research contractor. Marketing Research Services, Inc. is an example of a research contractor.

48. Introduction to Public Relations Public Relations Research Slide 47 of 47 In Summary… Public Relations Practitioners have many research techniques available to them to study their publics and find out the best way to communicate their messages.