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HPPR404 Research and Evaluation

Sherrell Steele

Introduction to Research and Evaluation

Lesson One 2

Objectives

Why research? Why plan? Value of research in public

relations Three stages of research in PR Barriers to research and planning Overcoming barriers Role of research in organizational

decision making/management Research ethics

Lesson One 3

Why research? Why plan?

Let’s review the RACE formula Old way: One-way non-

symmetrical/Closed system approach

New way: Systems approach/Open system flow of feedback and results (this relates to next week’s discussion)

Lesson One 4

What is research?

Research is the controlled, objective and systematic gathering of information for the purposes of managing the relationships between an organization and it’s publics

Research addresses: Where are we now? Where do we need to be? How should we get there?

Lesson One 5

Value of research in communications planning To understand the “problem” or

goal (Where do we want to go?) To understand current status

(Where are we now?) What is the gap? (How far do we

need to go?) Pre-test (How do we get there?) Summative evaluation (Are we

“there” now?)

Lesson One 6

Three stages of research in PR Formative research – To develop

the goals, objectives of PR Monitoring – e.g To pre-test

creative or to ask Are we on plan? On budget? On schedule? Do we need to make adjustments?

Summative research – To measure impact or effectiveness

Lesson One 7

Barriers to conducting research Lack of management

support/interest Inertia Budget and time limitations Lack of “in house” research

competence/expertise Suspicion or hostility toward

research

Lesson One 8

Barriers to conducting research - continued Fear of punishment/reprisals

based on findings of research Fear of being held accountable for

future results The misconception that research is

a strictly a marketing function Past research experiences were

negative (recommendations were discounted/ignored)

Lesson One 9

Overcoming barriers

Start small/document success Develop expertise/engage external

consultants Use informal research to gather

evidence of need for formal Use arguments that explain return

on investment (ROI) Marketing r is just one part of PR r

Lesson One 10

Role of research in organizational decision making/management When public relations staff show

that research contributes to “the bottom line” (this it is an essential business activity), this positions PR as a purposeful, goal-directed and problem solving function not a “frill”.

This reinforces PR as a management function. PR becomes strategic to success.

Lesson One 11

The four-step management process Define the problem or

opportunity/Situational analysis Planning and

programming/Strategy Taking action and/or

communicating/Tactics Evaluating/Assessment

(Note resemblance to RACE)

Lesson One 12

Research ethics

Informed consent Methodological honesty Incentives or “buying votes” Confidentiality Non-disclosure Reporting results Implementing recommendations

Lesson One 13

Summary and conclusions Definition of research Three stages of research in PR Role of research in

communications planning process Barriers/overcoming barriers Research as a business function +

research as a PR function = PR as a management function (ROI)

Ethical considerations