JOURN 4256 1st Edition Lecture 5Outline of Last Lecture I. PR NewsII. Ethicsa. Professional PR organizations b. Areas of ethical concerns VII. ExamplesOutline of Current Lecture III. Importance of researcha. Where to beginb. How to use research c. Research optionsIV. Research processa. Qualitative researchb. Focus groupsc. Evaluating researchd. Measuringe. Media exposuref. Audience awarenessg. Systematic reviewThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Current LectureImportance of research:-First step in any PR effort- Provides the info needed to:Understand the audienceDevelop successful messagesWhere to begin:-What is the problem?-What information do I need?-How will the results be used?-What is the target audience?-In-house or external researchers?-How do I want to use the findings?-What’s the deadline?-What’s the cost?How to use research:-Formulate strategy-Test messages-Keep up with your target audience(s)-Check on your competitors-Measure successResearch options:-Academic rigor vs. casual/informal-Primary vs. secondary-Qualitative vs. quantitative-Survey of practitioners 75% of respondents described their research as casual and informalExamples of secondary research:-When public relations professionals analyze data collected by someone else-Archival research-Library and online databases-The World Wide WebExamples of primary research-When public relations professionals create instruments to collect data from a given audience-Divided up into qualitative & quantitativeResearch process:1. Start with a problem2. Dig into secondary research to answer questions from the problem3. Put together a SWOT and situation analysis 4. Look for holes in secondary research and fill with primary research5. Use research to create strat comm planQualitative research:-Seeks in-depth understanding of human behavior-Answers questions through words, not numbersExamples:-Content analysis-Interviews-Focus groups-Copy testing-Ethnographic techniquesHow to do a focus group:-Define the purpose of what you want-Establish a timeline-Identify your participants-Create your questions-Develop a script – based on time-Select the facilitator-Choose the location-Typically takes 1-2 hours-Ideal size is about 6-10 people-Make sure to think about logistics:-Name tags-Audio/video recorder-Paper & pencil/flip chart (if makes sense)-List of participants-Second person to assist facilitator-Food/child care/incentivesAfter focus group:-Summarize your notes-Analyze your findings-Write your reportCreating questions:-Carefully consider wording-Avoid loaded questions-Consider timing and context-Avoid the politically correct answer-Give a range of possible answers-Try to avoid survey fatigue Ways to reach audience:-Direct mail-Phone-Interviews-Web-EmailEvaluating research:-While your initial research may be done, it doesn’t stop there. -What you called research now changes to evaluation. -The next step BEFORE you begin your campaign is to figure out your evaluationAn evaluation is:-The systematic assessment of a program and its results-Allows you and your client to know if things are working as you planned-Should have a plan BEFORE a program beginsWhat’s the point?:-Tells you what’s working and what’s not-Can improve things as you go along-Keeps client up-to-date-Shows the value of your work-In the grant world, it’s requiredEvaluation myths:It’s useless:Used to be the case when evaluation was done on the basis of achieving complete scientific accuracy, reliability and validity-Used to get data from which very carefully chosen conclusions were drawn-Generalizations and recommendations were avoided-Led to reports that led to obvious conclusions and no real use-Now evaluation is about utility, relevance and practicalityProves success or failure:-This assumes success is implementing perfection-Not real life-Real success is remaining open to continuing feedback and making adjustments accordingly-Evaluation gives you this continuing feedbackUnique, complex and hard to do:-You don’t have to completely understand the jargon (like validity and reliability). -You just need to consider what information is needed to make decisions about the program/campaign-You must be willing to commit to understanding what is going on-Many people do evaluation without knowing it, it’s informal-Formal evaluation gives you the chance to make a difference for the client and bigger bang for the buck20-80 rule:-It’s said that 20% of effort yields 80% of all needed results-It's better to do what might turn out to be an average effort at evaluation than to do no evaluation at all-It’s also CHEAPER – evaluation consultants often cost a fortune and don’t yield information thatis practical or relevantArt vs. science:-Another reason research and evaluation is important is to show your client the range of what you can do. -PR is often seen as an art, but research and evaluation shows the scientific side of the profession.Split message (A/B) testing:-Companies test the message and key copy points in selected cities to learn how -Media accept the message -The public reacts-The split-message approach is common in direct mail campaigns-Two or three different appeals may be prepared by an organization and sent to differentaudiences -Objective: to learn which is most effectiveMeasuring:-It’s about quantity not quality-Counting the number of news clips, photos, blog posts, etc.-Attendance can be a indication of people exposed to the message-Audience attitudes can also be evaluated by analyzing behavior at the event-Evaluation forms provide a more systematic method of evaluating what participants think-Attendance can be an indication of people exposed to the message-Audience attitudes/facial expressions (observational research)-Evaluation forms provide a more systematic method of evaluating what participants thinkMedia exposure:-Reach of the media (impressions, clips)-Systematic tracking-Return on investment (ROI)-Advertising Value Equivalency (AVE)-Going beyond the “likes”-The most widely practiced form of evaluating public relations programs is the compilation “clips”Audience awareness:-Changes in awareness, behavior or knowledge-Statistical analysis of variance-Typically need pre- and post-measurementsCommunication evaluation:-All communication activity of an organization should be assessed (audited) at