Think Happy Thoughts

Chapter 5- Research

Posted on: March 10, 2009

Questions that should be asked before formulating research:

  1. What is the problem?
  2. What kind of imformation is needed?
  3. How will the results of the research be used?
  4. Whats specific public (or publics) should be researched?
  5. Should the organization do the research in house or hire an outside consultant?
  6. How will the research data be analyzed, reported, or applied?
  7. How soon will the results be needed?
  8. How much will the research cost?

10 Ways to use PR research:

  • To achieve the credibility with management
  • To define audiences and segment publics
  • To formulate strategy
  • To test messages
  • To help management keep in touch
  • To precent crises
  • To monitor the competetion
  • To sway public opinion
  • To generate publicity
  • To measure success.

Types of Research:

  1. Qualitative- research that is good for probing attitudes and perceptions, assessing penetration of messages, and testing messages. (Content analysis, interviews, focus groups, copy testing, ethnographic techniques.)
  2. Quantitative- Randomness and large number of respondents.

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

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