PR Research: The First Step

Great PR Happens with R.A.C.E

R.A.C.E Basics

R: Research

A: Action or Planning

C: Communication

E: Evaluation or Measurement

R: Research

Establish the problem or challenge by providing information needed to understand publics. Research is used to develop a powerful message.

A: Action

Planning refers to the process of setting goals or objectives and finding ways to meet them

Parts of PR Plan

1. Situation

2. Objectives

3. Audience

4. Strategy

5. Tactics

6. Calendar or Timeline

7. Budget

8. Measurement

C: Communication

Communication deals with crafting a message and making the message appealing to specific publics.

E: Evaluation

Measurement evaluates the effectiveness of messaging and provides a way to show whether or not PR actions are achieving objectives. Measurement is one of the most important parts of a PR plan.

Step 1: Research

• Most crucial element• Evokes discovery• Gathers data• Sets benchmarks• Serves as a way to listen• May add credibility

Functions of Research

define audience and segmenting publics

formulate strategy test messages prevent crisis monitor competition generate publicity

Types of Research

Primary Secondary

Pre-Research

Organizational Materials Database Information Internet Research Current Events Content Analysis Interviews Focus Groups Copy Testing

Define Research Role

• What is the problem?• What kind of information is needed?• How will the results be used?• What publics should be researched?• Should and organization use a consultant?• How will the research be analyzed and

reported?• How much will the research cost?• What is the timeframe?

Scientific Sampling

• Rigorous

• Highly scientific sampling

• Based on randomness and number of responses

Sampling

• Random Sample (probability)

• Non- Probability

• Quota Sampling

Sampling is important for accurate, valid and reliable results.

Sample Size

• Must reflect the audience and total population

• Typically size is 1500 for a national survey

• Margin of error is 3% for 95% of the time

Survey Design

• Watch semantics

• Use close-ended questions when possible

• Avoid jargon

• Timing is important

• Types of questions matter

Types of Answers

Yes or No (Dichotomous)

Likert Scale

Multiple Choice

Rank Order

Rating

Scaled

Guidelines

• Decide details• State objectives• Include a cover letter• Choose recipients• Decide sample• Guarantee

anonymity • Use a reward • Use closed ended

questions

• Limit to 25questions• Keep demographics at the end• Avoid confusing words• Edit leading questions• Organize questions in a flow• Pretest the questions• Have multiple people edit

Ways to Reach a Sample

• Mail questionnaire

• Telephone survey

• Personal interview

• Piggyback surveys

• E-mail and web

Next Steps

R.A.C.E

A: Action Plan

To be continued…

CreditsAndrea Genevieve Michnik

Intro to PR

St. Edwards University- Spring 2011

E-mail: andream@st.edwards.edu

@AndreaGenevieve

All photos protected under Flickr Creative Commons