Public Relations and Research

RESEARCH �UNDERSTANDING �

PUBLIC OPINION�

ISSUES MANAGEMENT:�Issues  that  may  impact  the  client  or  organiza4on  

Systematic �

Collect Data�

Collect Data�AND �

Analyze Data�

To advance our understanding of a

topic or subject �

POSE A QUESTION �COLLECT DATA �

PRESENT AN ANSWER�

Research is important because it informs strategy, aids in the development of messaging, provides a benchmark for predicting effectiveness and evaluating campaign results… �

Research is important because it informs strategy, aids in the development of messaging, provides a benchmark for predicting effectiveness and evaluating campaign results… �

AND SPEAK WITH AUTHORITY�

THE PROCESS�

THE PROCESS�

Identify�A�Need�

THE PROCESS�

Identify�A�Need�

Identify�Key Publics�& Issues�

THE PROCESS�

Identify�A�Need�

Identify�Key Publics�& Issues�

Info needs�& sources�define�

THE PROCESS�

Identify�A�Need�

Identify�Key Publics�& Issues�

Info needs�& sources�define�

Decide on�Research �techniques �

THE PROCESS�

Identify�A�Need�

Identify�Key Publics�& Issues�

Info needs�& sources�define�

Decide on�Research �techniques �

Info �Assembled for target �publics�

The Iron Yard provides intensive, 3-month courses on web development and computer engineering.��The Iron Yard recently opened an academy in Columbia, S.C. ��Need: Get people to sign up!���

THE PROCESS�

Identify�A�Need�

Identify�Key Publics�& Issues�

Info needs�& sources�define�

Decide on�Research �techniques �

Info �Assembled for target �publics�

RESEARCH METHODS�

RESEARCH TECHNIQUES�

Preliminary or ongoing research�

SWOT ANALYSIS

Structured planning method used to evaluate

the strengths, weakness, opportunities and

threats involved in a business venture

STRENGTHS �

Market advantages�Access to resources�Unique selling proposition�Perceptions�

STRENGTHS �

Market advantages�Access to resources�Unique selling proposition�Perceptions�

Weaknesses �

What could be improved�How are sales lost �Perceptions�What should be avoided�

STRENGTHS �

Market advantages�Access to resources�Unique selling proposition�Perceptions�

Weaknesses �

What could be improved�How are sales lost �Perceptions�What should be avoided�

Threats �

Competition�Technology�Resources �Obstacles �

STRENGTHS �

Market advantages�Access to resources�Unique selling proposition�Perceptions�

Weaknesses �

What could be improved�How are sales lost �Perceptions�What should be avoided�

Threats �

Competition�Technology�Resources �Obstacles �

Opportunities �

Trends�Changes in Technology, Policy�Resources �Market opportunities�

Casual Monitoring:�To systematically screen news media�Track what is being said about the organization and its industry�

Casual Monitoring:�To systematically screen news media�Track what is being said about the organization and its industry�

Environmental Monitoring:�Monitoring, evaluating and passing important information to leadership��

Casual Monitoring:�To systematically screen news media�Track what is being said about the organization and its industry�

Environmental Monitoring:�Monitoring, evaluating and passing important information to leadership��Communications Audit:�Attempts to monitor and evaluate the channels, messages and communication climate of an organization��

IDENTIFY KEY PUBLICS AND ISSUES�

A Public is a group of people who:��•  Face a similar indeterminate situation�

•  Recognize what is indeterminate in that situation�

•  Organize to do something about the problem�

(Indeterminate = unknown or unspecified) �

Thus, a pubic is a group�

Who share a common problem�

Or goal �And recognize their shared interest �

3 TYPES OF�PUBLICS�

LATENT PUBLIC �Faces an indeterminate situation but doesn’t recognize it as a problem�

1

3 TYPES OF�PUBLICS�

LATENT PUBLIC �Faces an indeterminate situation but doesn’t recognize it as a problem�

AWARE PUBLIC �Recognizes a problem and becomes aware�

21

3 TYPES OF�PUBLICS�

LATENT PUBLIC �Faces an indeterminate situation but doesn’t recognize it as a problem�

AWARE PUBLIC �Recognizes a problem and becomes aware�

ACTIVE PUBLIC �Group organizes around problem and plans to act on the problem�

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3 TYPES OF�PUBLICS�

LATENT PUBLIC �Small Business Owners: Trail has an economic impact on surrounding community�

AWARE PUBLIC �Enthusiasts and similar orgs�

ACTIVE PUBLIC �Palmetto Conservation Foundation�

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Volvo �

Volvo �

Volvo owners do not hang out in yachts��They drive a Volvo to:��Show they are smarter than us�Show they are immune to marketing�Show they are more concerned with safety�

Sales dropped 33 percent in 2008 �Dropped another 22 percent in 2009 �

THE PROCESS�

Identify�A�Need�

Identify�Key Publics�& Issues�

Info needs�& sources�define�

Decide on�Research �techniques �

Info �Assembled for target �publics�

What information do we need? �1

What information do we need? �1

2 How/where will we get it?�

THE PROCESS�

Identify�A�Need�

Identify�Key Publics�& Issues�

Info needs�& sources�define�

Decide on�Research �techniques �

Info �Assembled for target �publics�

FOCUS GROUPS:�

Pros:�Open-ended questions�Both verbal and visual cues�Can use projective techniques�Participants can build upon others’ ideas ��

Cons:�Group think �Moderator bias�Participant bias��

PARTICIPANT OBSERVATION/ETHNOGRAPHY �

Researcher observes and participates in ongoing activities�“Player in action” �Can be conducted in lab or field�Can encourage bias, time consuming�

A methodology that examines people in a culture or “in situ” �Naturalistic technique�Often paired with depth interviews�

Participant Observation�

Ethnography�

Conducted depth interviews with women across the country��What connects women and heart disease��Key Insight: Forge a strong emotional link between a women’s focus on her appearance and the need to focus on inner self.��General health = heart health��THE Red Dress can be a symbol for confidence in outer beauty��Red = heart: Influenced the annual Red Dress Collection Fashion Show at New York’s Fashion Week �

WEB OR E-MAIL SURVEY�

“…careful, detailed sample examinations of the knowledge, perceptions, attitudes and opinions of members of various publics” ��Relatively cheap�Easy to disseminate ��Used to quantify how people think and how they feel �Used to understand the demographic information of important publics�Pre-test and post-test polling�

CONTENT ANALYSIS�

“…systematically code written or transcribed messages” ��Systematic observational approach��Observe dialogue in chatrooms, blog comments, social media��Understand patterns and relationships�

What research techniques might we employ to better understand our publics?�

1

THE PROCESS�

Identify�A�Need�

Identify�Key Publics�& Issues�

Info needs�& sources�define�

Decide on�Research �techniques �

Info �Assembled for target �publics�

INSIGHT�

DIGITAL TOOLS

Library of marketing research, trend and insights from Google.

Provides the ability to map how consumers go from awareness to purchase

Social media monitor tool: Allows you to find relevant content on brand and brand’s competitors

Free website analytics tool Traffic data (direct, search, or referrals)