11thEd_Wilcox_PPT_Chapter05.ppt

Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 5
The Role and Scope of Research
in Public Relations

Understand the importance of research in
public relations planning
Conduct online and database research
Organize a focus group
Design a scientific survey
Write a survey questionnaire
Determine the best method of reaching
respondents
Conduct basic Web and social media
analytics
Chapter 5 Objectives

The Importance of Research
 Research is the first of 4 essential steps for
effective public relations
 Provides the information
required to
Understand the needs
of publics
To develop powerful
messages

Determining the Research Role
and Scope
 What is the problem?
 What kind of information is needed?
 How will the results of the research be used?
 What specific public (or publics) should be researched?
 Should the organization do the research in-house or hire
an outside consultant?
 How will the research data be analyzed, reported, or
applied?
 How soon will the results be needed?
 How much will the research cost?

Using Research
 To achieve credibility with management
 To define audiences and segment publics
 To formulate strategy
 To test messages
 To help management keep in touch
 To prevent crises
 To monitor the competition
 To sway public opinion
 To generate publicity
 To measure success

A Variety of
Research Techniques
 According to one survey of practitioners 75% of
respondents described their research as casual
and informal
 Primary v. secondary research
 Qualitative v quantitative research

Qualitative versus Quantitative
Research

Secondary Research
 When public relations professionals
analyze data collected by someone else
 Common sources
 Online databases
 The World Wide Web

Qualitative Research
 Five qualitative
research techniques
Content analysis
Interviews
Focus groups
Copy testing
Ethnographic
techniques

Quantitative Research
 Often takes the form of polls and surveys
conducted using precise, scientific
sampling methods
 Based on 2 major factors
Random sampling
Sample size

Questionnaire Construction
 Carefully consider wording
 Avoid loaded questions
 Consider timing and context
 Avoid the politically correct answer
 Give a range of possible answers
 Use scaled answers

How to Reach Respondents
 Mailed questionnaires
 Telephone surveys
 Personal interviews
 Omnibus or piggyback surveys
 Web and e-mail surveys

Web Analytics
 Provide information about number of site
visitors and page views
 2 types
Off-site
On-site

Social Media Monitoring Tools
 Typical objectives
Increasing revenues
Tracking and managing issues
Developing content that tracks trends in
thinking and fashion (called memes)
Increasing awareness of the organization’s
mission
Improving public opinion of a particular cause
or organization

Social Media Participatory
Research
 Form of participant observation that may include
 Tweeting and following influential tweeters
 Pinning and viewing pins on Pinterest
 Watching and posting YouTube or Vimeo videos
 Reading blogs
 Reviewing user comments on news stories and
opinion pieces relevant to the client’s business
 Tracking what people consider important or good
current reading on Reddit
 Monitoring activity in Facebook groups that impact
one’s business

Contribution of Digital Analytics
to PR Research

11thEd_Wilcox_PPT_Chapter05.ppt

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