public relations dpr 3b

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

25 July 2009 DPR3B-LU1.1-Research (1) 2

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


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


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


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


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


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


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


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


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


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


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


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



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?



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?



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)


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


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


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


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



Ethnography To investigate a cultural group in a natural setting Example: used by major research houses to advise


Experimental research To assess the effectiveness of random research-imposed

treatments or interventions Example: used by major research houses to advise




Grounded theory research To derive theory through data collection and interpretation Example: used by major research houses to advise


Historical research To solve historical problems through gathering and

examining relevant data Example: used by major research houses to advise




Observation study To observe behaviour objectively Example: used by major research houses to advise


Phenomenological research To understand perspectives and views of social reality Example: used by major research houses to advise




Quasi-experimental research To assess the effectiveness of non-random research-

imposed treatments or interventions Example: used by major research houses to advise


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


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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