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PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 33
PR AND RESEARCH
Overview
As explained in the previous lecture research has a very important place in drafting or compiling a Public
relations plan. It is only through research that PR professionals will be able to conceive and devise a
practical and result oriented strategy or a plan. In this lecture deeper study into role of research in public
relations plan and strategy will be studied and explained.
PR & RESEARCH
Social & cultural change
No. who repeat behaviour
No. who behave as desired
No. who change opinions
No. who learn message content
No. who attend to message & activities
No. of messages placed & implemented
Messages sent to media & activities designed
Quality of messages & activity presentation
Appropriateness of message & activity content
Adequacy of information for designing program
Basically 2 Classifications
Basically there are two main and practical accepted methods of research.
1.
Formal
2 types -- qualitative & quantitative, can be conducted in a laboratory or in the field.
2.
Informal
This is conducted without generally agreed upon rules & procedures and results of which can be
used for description & not for prediction.
Formal
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State the problem.
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Select a manageable (& measurable) portion of the problem.
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Establish definitions to be used in the measurement.
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Conduct a search in published literature for studies similar in subject or research approach.
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Fundamentals of Public Relations ­MCM 401
VU
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Develop a hypothesis.
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Design experiments.
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Obtain the data.
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Analyze the data.
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Interpret the data to make inferences and generalizations.
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Communicate the results.
Informal
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Unobtrusive Measures.
These are used to gather information, permits researchers to study someone or something without
interfering with or interrupting what is going on.
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Journalistic Research.
Journalists are also trained to gather Information from the primary (mainly interviews) & secondary
sources (public records, media files, libraries.)
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Opinion & Communication Audits.
Audits could be:
Social, Economic or Political.
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Generally, researchers concentrate on observational data.
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Communication pundits attempt to evaluate various publics responses to an organization's
communication efforts.
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Publicity Analysis.
Clippings from print media and transcripts from broadcast publicity can also be used to determine
the quantity & quality of coverage.
Questionnaires For Survey
How To Prepare A Questionnaire?
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Are the words understandable?
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Do they contain abbreviations, jargons or unconventional phrases?
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Are questions technically correct?
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Are they too vague?
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Are they biased?
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Are questions offensive?
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Do they require too much effort to answer?
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING