public relations dpr 3b
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Public Relations DPR 3B. Learning Unit 1.1 Research in Public Relations 25 July 2011 Manual pp 11-35. LU1.1 learning outcomes. Justify the need for research to motivate the strategic role of Public Relations Distinguish between PR research, evaluation and measurement - PowerPoint PPT PresentationTRANSCRIPT
Public RelationsDPR 3B
Learning Unit 1.1
Research in Public Relations25 July 2011
Manual pp 11-35
LU1.1 learning outcomes
Justify the need for research to motivate the strategic role of Public Relations
Distinguish between PR research, evaluation and measurement
Describe the research planning and design process Analyse the application and selection of qualitative and
quantitative research methods Discuss the different research methods Explain and assess the methods and tools of integrating
research into Public Relations practice
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Introduction
Previously, we looked at: PR research and measurement tools Basic concept of research and how it relates to PR Measurement in PR
Now, we will revisit these concepts with a focus on the strategic role of PR and the role of research in practicing PR at a strategic level
Given all that you know about strategic PR, write down three reasons why research is important
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Why research is important
Enables measurement and evaluation Demand for it from management Without research, PR cannot be measured
and is regarded as optional, dispensable Research provides PR with the opportunity to
prove its value PR is under a lot of pressure to justify its
existence and demonstrate accountability
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Research & measurement (1)
What gets measured, gets managed (Puth, 2002)
Measurement is the process of assigning numerical values to some or all the attributes of the study objects
Studies show that PRPs and CCPs continue not to use research to plan and measure their activities, despite a demand of this from management
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Research & measurement (2)
Urgent need to change perceptions in PR Profession under pressure to justify existence
and demonstrate accountability Recessionary pressures are causing cut-backs,
indicating PR is seen as optional and dispensable
Research & measurement can help PR prove and confirm its value
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PR research, evaluation & measurement (1) PR research
Key to design and execution of successful PR
programmes
Defined as any systematic study of relationships and
patterns established when people want to share
information
Assists in providing PRPs with knowledge of target
audiences’ attitudes, hopes, fears, expectations
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PR research, evaluation & measurement (2) PR research
Formative research is conducted before PR
programme to help PRPs with strategies and plans
Formative research defines problem, publics and
target markets
PR research revolves around the broader
identification and explanation of issues relating to the
organisation or field of PR
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PR research, evaluation & measurement (3)Evaluation and measurement
Determines effectiveness/value of what is done in PR Short-term: assesses success/failure of programmes,
strategies, activities or tactics by objectives Long-term: assesses success/failure of broader issues
that aim to enhance relationships with target audiences Done after a campaign by measuring key components
to prove that it was well directed, implemented and
achieved the required results
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PR research, evaluation & measurement (4)
Evaluation and measurement Terms used interchangeably Evaluation determines value/importance through
comparison against predetermined set of goals and
objective and is subjective Measurement involves interpretation/judgement to give
precise results by comparison to a standard or baseline Evaluation & measurement highlights PR success or
failure
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Two types of evaluation (1) Formative evaluation takes place before PR
programme to help PRPs develop plans to deal with opportunities and threats
Characteristics Tool for ensuring/improving effectiveness of PR efforts Conducted prior to and during implementation At worst only conducted at beginning of PR
programme Best conducted continuously throughout programme to
improve implementation
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Two types of evaluation (2)
Summative evaluation is used to measure PR programmes, monitor implementation and evaluate performance against objectives
Characteristics Summarises overall impact of PR programme Used to find out if goals and objectives were met Conducted before, during and after implementation Best conducted throughout life of the programme
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Review
30 minutes to read through content in Manual pp 11-14
Answer the questions: Explain why research and measurement in Public
Relations is important Distinguish between Public Relations research and
evaluation and measurement Define and discuss the two types of evaluation
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Design & process in research (1)
Need to think about intent of research to select a design for the research = most appropriate way of methods of data collection
Cannot achieve research objective without the correct data
Example: Purpose of exploratory research is to explore a topic Purpose of descriptive research is to describe what is
found
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Design & process in research (2)
Practically: Employees unhappy about working conditions
and hostile towards organisations Research intent to understand their concerns and
resolve problems What do you want to do: Explore their concerns,
therefore use exploratory research Use qualitative measures in exploratory research Why?
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Design & process in research (3)
How would you go about it? Interview opinion/union leaders Use focus groups of employees, but bear in mind that
they may be hostile Opportunity to express their views/concerns
Could you have use a descriptive design? What measures would you use? Would this approach have worked Why/Why not?
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Design & process in research (4)
In summary: When initiating research, first decide on the design
Outline the intended outcome of the research
There are classifications for all research designs in
PR research because the methodologies used in PR
are very broad (Rensburg & Cant, 2009)
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Types of research designs
Exploratory research Descriptive research Qualitative research Quantitative research Post hoc research Ex post factor research Longitudinal research Causal research
m Predictive research
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Understand concerns Understand more about Deeper insight into Use number to make sense Environmental scanning Determine reasons why Info over longer periods Explore relationship with
other variables Look at past to predict future
Research planning & design process
Question arises with an unknown resolution
Convert question to clearly stated research problem
Temporary hypothesis in response to problem
Literary search for answers and way forward
Collect data that relates to problem
Analyse, interpret data for meaning, repeat process
Data resolves research problem and supports
hypothesis or not
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Qualitative vs quantitative
Research has qualitative and quantitative designs and methods
Difference lies in intention of research Quantitative research uses quantitative methods Qualitative research uses qualitative methods Qualitative research seeks in-depth, open-ended
responses to understand the problem Quantitative research seeks structured and quantifiable
responses that are presented in numbers, figures or statistics
Summary of characteristics in Table page 19 (Manual)25 July 2009 DPR3B-LU1.1-Research (1) 20
PR Research Methodology (1) Action research
To find a solution to a local problem in local setting Example: determine if PR campaign improved
understanding of company values Case study
To learn more about unknown situation Example: determine how employees respond to internal
communication campaign, ie salary decrease vs bonus Content analysis
To identify patterns, themes, biases in a body of material Example: analyse customer comments on website to
identify themes that appear consistently
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PR Research Methodology (2)
Correlation research To investigate the relationship between two variables Example: determine attitude of media towards a company
using statistical information, ie how many times were the media contacted or did they contact the company
Developmental research To look at developmental trends through comparison or
over period of time, how groups change that get older Example: used by major research houses to advise
management on the strategic direction of organisation and its communication with stakeholders
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PR Research Methodology (3)
Ethnography To investigate a cultural group in a natural setting Example: used by major research houses to advise
management on the strategic direction of organisation and its communication with stakeholders
Experimental research To assess the effectiveness of random research-imposed
treatments or interventions Example: used by major research houses to advise
management on the strategic direction of organisation and its communication with stakeholders
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PR Research Methodology (4)
Grounded theory research To derive theory through data collection and interpretation Example: used by major research houses to advise
management on the strategic direction of organisation and its communication with stakeholders
Historical research To solve historical problems through gathering and
examining relevant data Example: used by major research houses to advise
management on the strategic direction of organisation and its communication with stakeholders
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PR Research Methodology (5)
Observation study To observe behaviour objectively Example: used by major research houses to advise
management on the strategic direction of organisation and its communication with stakeholders
Phenomenological research To understand perspectives and views of social reality Example: used by major research houses to advise
management on the strategic direction of organisation and its communication with stakeholders
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PR Research Methodology (6)
Quasi-experimental research To assess the effectiveness of non-random research-
imposed treatments or interventions Example: used by major research houses to advise
management on the strategic direction of organisation and its communication with stakeholders
Survey research To describe the incidence, frequency and distribution of
certain characteristics of the population Example: provides information about perceptions of
stakeholders about the company or a specific issue
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Self-study and class feedback
Example of a research report pp 25-35 (Manual) Read through the research report Identify three key issues that stand out Explain why they made an impact on you Did you find the research report easy to read? If it was not easy to read, how could it be improved?
For class discussion Monday 1 August 2011
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