Chapter 8

THE RESEARCH

The first step in solving any public

relations challenge is to conduct a
research.
Research is the natural starting
point for any public relations
assignment.

Instinct, intuition and gut feelings all

remain important in the conduct of
public relations work, but management
today demands more measurement,
analysis and evaluation at every stage
of the public relations process.
Outputs Did we get the coverage
we wanted?
Outtakes Did our target audience
see and/or believe our messages?
Outcomes Did audience behavior or

WHAT IS RESEARCH?
Research is the systematic
collection and interpretation of
information to increase
understanding.
To acquire enough, accurate,
relevant data about its publics,
products and programs.

In general, research is conducted to

do three things:
1. Describe a process, situation or
phenomenon.
2. Explain why something is
happening, what its causes are,
and what effect it will have.
3. Predict what probably will
happen if we do or dont take
action.

TYPES OF PUBLIC
RELATIONS RESEARCH
APPLIED RESEARCH
Strategic Research used primarily in
program development to determine
program objectives, develop message
strategies, or establish benchmarks.
Evaluative Research conducted
primarily to determine whether a public
relations program has accomplished its
goals and objectives.

THEORETICAL RESEARCH
Knowledge of theoretical research is
important as a framework for
persuasion and as a base for
understanding why people do what
they do.
SECONDARY RESEARCH
Basically, secondary research allows
you to examine or read about and
learn from someone elses primary
research, such as in library.

METHODS OF
PUBLICRELATIONS RESEARCH

SURVEY
Descriptive Surveys offer snapshot of a
current situation or condition. They are the
research equivalent of a balance sheet,
capturing reality at a specific point in time.
Explanatory Surveys concerned with
cause and effect. Their purpose is to
explain why a current situation or condition
exists and to offer explanations for
opinions and attitudes.

Surveys generally consist of

four elements:
Sample
Questionnaire
Interview
Analysis of Review

THE SAMPLE
RANDOM SAMPLING
In random sampling, two properties are
essential equality and independence.
It is based on a mathematical criterion
that allows generalizations from the
sample to be made to the total
population.

NONRANDOM SAMPLING
Convenience Samples
Journalists use convenience
samples when they conduct
person-on-the- street interviews.
The most common type of
convenience sample in public
relations research is the focus group.

 Quota Samples
Permit a researcher to choose
subjects on the basis of certain
characteristics.
Volunteer Samples
Use willing participants who
agree voluntarily to respond to
concepts and hypotheses for
research purposes.

THE QUESTIONNAIRE
1. Keep it short.
2. Use structured rather than openended questions.
3. Measure intensity of feelings.
4. Dont use fancy words or words that
have more than one meaning.
5. Dont ask loaded questions.
6. Dont ask double-barreled questions.

7. Pretest.
8. Attach a letter explaining how
important the respondents answers are
and let recipients know that they will
remain anonymous.
9. When mailing, hand-stamp the
envelopes, preferably with unique
commemorative stamps.
10. Follow up your first mailing.
11.Send out more questionnaires than
you think necessary.
12. Enclose a reward.

INTERVIEWS
Interviews can provide a more
personal, firsthand feel for public
opinion.
Telephone Interviews
Email Interviews
Drop-off Interviews
Intercept Interviews
Internet Interviews

RESULT ANALYSIS
After selecting the sample, drawing up the
questionnaire, and interviewing the
respondents, the researcher must analyze the
findings. Often a great deal of analysis is
required to produce meaningful
recommendations.
The point is that in analyzing results,
problems of validity, reliability, and levels of
statistical significance associated with
margins of error must be considered before
concrete recommendations are volunteered.

Most clients are more interested in

what
their public relations advisers
know than in what
they think.