4 Steps to Any PR Effort

• Research

• Planning• Developing strategies & tactics

• Communication• Crafting communications that follow the plan• Execute the plan

• Measurement

Research Used To

• Achieve credibility with management

• Define audiences, segment publics based on demographics, psychographics

• Formulate Strategy

• Test Messages

• Prevent Crises

• Monitor the Competition• “Real world” activities

• Online

• Generate Publicity

• Measure Success

Preliminary Questions

• What is the problem we want to address?

• What kind of info is needed?

• How will the research results be used?

• Which specific publics should be studied?

• In-house or outside consultants?

• How will data be analyzed, reported or applied?

• How soon are the results needed?

• How much will the research cost?

Techniques

Primary Research

• Surveys & polls

• Focus groups

• In-depth interviews

• Field Observations

• Quantitative data via web analytics

• Quantitative data via P-O-S or other sources

Secondary Research

• Literature searches & database retrieval• These are articles,

summaries, reports prepared by others.