CHAPTER 7
2 Parts to Research and Evaluation
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- What we think we know
- What we don’t know
Client research- focuses on the individual client, company, or other organization on whose behalf the practitioner is working
Stakeholder research- focuses on indentifying the specific publics important to the success of the client
Problem-opportunity research- designed to answer what the issue is and what stake, if any, the organization has in the issue
Evaluation research- procedures for determining the success of a public relations plan
Formal research- quantitative/scientific presents an accurate picture, generally used to get a picture of a stakeholder group
Informal research- nonquantitative/nonscientific is somewhat real but not as accurate, useful but not reliable
Secondary (library) research- uses materials generated by others that do not necessarily pertain to your specific research question
Primary research- research generated from scratch
Feedback research- enables an organization to receive tangible evidence (often unsolicited) of stakeholder groups’ responses to its actions, can be manifested in many forms, usually through letters and telephone calls to the organizations
Communication audits- research procedures used to determine whether an organization’s communications are consistent with its values-driven mission and goals
Communications grid- used to conduct a communications audit but does not address the messages contained in the media represented on the chart
Focus groups- informal research method in which interviewers meet with groups of selected individuals to get their opinions
How to conduct a focus group:
1. Develop a list of general questions based on information needs
2. Select as a moderator someone skilled in interviewing techniques
3. Recruit 8 to 12 participants
4. Record the session on audiotape or videotape (or both)
5. Observe the session
6. Limit the discussion to 60-90 minutes
7. Discuss opinions, problems, and needs-not solutions
8. Transcribe the tape of the session
9. Prepare a written report on the session
10. Remember that focus groups are informal research
Survey research- expensive, time consuming, highly accurate way to gauge public opinion
- Representative sample- sufficient in size and when every member of the targeted population has an equal chance of being selected for the sample
- Sampling strategy-
- Sample
- Sampling frame- actual list from which the sample is drawn
- Units of analysis- important to specify for later comparisons
- Probability sampling- process of selecting a representative sample
- Nonprobability sampling- selecting a sizeable sample without regard to whether everyone in the public has an equal chance of being chosen
- Convenience sampling- administration of an informal survey based on the availability of subjects, easy but not accurate
- Simple random sampling- most basic form, not practical
- Systematic sampling- more practical, possible to create a sample that is representative and easy to develop
- Cluster sampling- breaking the population into homogenous clusters then selecting the sample from individual clusters
- Census- surveying every member in the sampling frame
*Ensure that questions are good and asked appropriately
Analyzing results-
Attributes- characteristics or qualities that describe an object, gender, age, weight, etc.
Variables- logical grouping of qualities that describe a particular attribute
Univariate analysis- examining only one variable
Bivariate analysis- examines more than one variable and makes analysis more meaningful
Multivariate analysis- examining 3 or more variables, gives the best results and depth
CHAPTER 8
*importance of planning*
Ad Hoc Plans- strategy that targets a temporary situation
Standing plans- strategy to nurture ongoing relationships
Contingency plans- used for “what-if” situations
-Need to build consensus
Brainstorming- about
- Publics
- Values
- Message
- Media
Goals- generalized statement of the outcome you hope your plan achieves
Objectives- define particular ambitions
Tactics- recommended actions
Proposal- large document used to present plan to a client
- Title page
- Executive summary- briefly describes the problem or opportunity, identifies the targeted publics, lists the specific tactics for addressing the situation, and includes a budget summary
- Situation analysis- describes the current situation in a way that action seems advisable
- Statement of purpose- announcing that the proposal presents a plan to address the described situation
- List and description of publics the plan targets
- Plan that specifies your goal(s), objectives, and tactics
- Other sections as appropriate
*Good plans…
§ Support a specific goal of the organization
§ Stay goal oriented
§ Are realistic
§ Are flexible
§ Present a win-win proposition
§ Are values-driven
