GIS for Public Relations Research - Esri€¦ · Constant monitoring of potential problems enables an organization to be proactive. Prevent Crises! For example, David Pray’s maps

GIS for Public Relations GIS for Public Relations ResearchResearch

Brad Howard, Ph.D.Brad Howard, Ph.D.Assoc. Prof. of Mass Comm.Assoc. Prof. of Mass Comm.

Shenandoah UniversityShenandoah UniversityPaper #5045Paper #5045

The ProblemThe Problem

!! Edward R. Edward R. TufteTufte has posed the has posed the essential question for those of us essential question for those of us who must communicate with data: who must communicate with data: ““The world is complex, dynamic, The world is complex, dynamic, multidimensional; the paper is static, multidimensional; the paper is static, flat. How are we to represent the flat. How are we to represent the rich visual world of experience and rich visual world of experience and measurement on mere flatland?measurement on mere flatland?””(1990, p. 9).(1990, p. 9).

GIS and Public RelationsGIS and Public Relations

!! The public relations professional The public relations professional tasked with a wide variety of tasked with a wide variety of research projects and communication research projects and communication challenges needs a tool to gather, challenges needs a tool to gather, store, analyze and present store, analyze and present information in a way that makes information in a way that makes sense of that complex, dynamic, sense of that complex, dynamic, multidimensional world multidimensional world TufteTuftedescribes.describes.

GIS and Public RelationsGIS and Public Relations

!! With that in mind, GIS has the With that in mind, GIS has the potential to revolutionize public potential to revolutionize public relations research, but for that to relations research, but for that to happen, PR professionals and happen, PR professionals and educators must begin to examine educators must begin to examine that potential.that potential.

!! What follows is an attempt create a What follows is an attempt create a rough sketch of the many ways GIS rough sketch of the many ways GIS might serve the PR professional.might serve the PR professional.

PR Defined by FunctionPR Defined by Function

!! Achieve Credibility Achieve Credibility w/ Managementw/ Management

!! Define Audiences Define Audiences and Segment and Segment PublicsPublics

!! Formulate StrategyFormulate Strategy!! Test MessagesTest Messages

!! Help Management Help Management Keep in TouchKeep in Touch

!! Prevent CrisesPrevent Crises!! Sway Public Sway Public

OpinionOpinion!! Generate PublicityGenerate Publicity!! Measure SuccessMeasure Success

•• (Wilcox et al., (Wilcox et al., 2003)2003)

Achieve Credibility with Achieve Credibility with ManagementManagement

!! Because GIS allows you to combine Because GIS allows you to combine maps with text, tables, charts, and maps with text, tables, charts, and pictures in one layout, it contributes pictures in one layout, it contributes to a more effective presentation.to a more effective presentation.


!! The powerful visual impact of wellThe powerful visual impact of well--designed maps arouses attention designed maps arouses attention quickly and retains it.quickly and retains it.

!! The contribution of strong visuals to The contribution of strong visuals to the success of business the success of business communication is well documented.communication is well documented.


!! For example, For example, according to Joyce I. Nies and and Richard F. Tas (1991), ““Audiences generally perceive Audiences generally perceive speakers who use visuals as more speakers who use visuals as more professional, credible, and professional, credible, and interesting. interesting. …… Furthermore, the use Furthermore, the use of visuals shortens meetings, of visuals shortens meetings, increases audience retention, and increases audience retention, and boosts the acceptance of proposalsboosts the acceptance of proposals””(p. 46).(p. 46).

Define Audiences and Segment Define Audiences and Segment PublicsPublics

!! As As YoppYopp and McAdams point out, and McAdams point out, ““[Media executives] have recognized [Media executives] have recognized that often they need to create a that often they need to create a profile of their audience, by research profile of their audience, by research and other means, to find out exactly and other means, to find out exactly who they are and what they need. who they are and what they need. Armed with knowledge about Armed with knowledge about audiences, media leaders audiences, media leaders …… can aim can aim messages more specifically to their messages more specifically to their target destinationstarget destinations”” (2003, p. 8).(2003, p. 8).


!! GIS enables PR professionals to GIS enables PR professionals to gather, store, analyze and present gather, store, analyze and present key information about audience key information about audience location, demographics and location, demographics and lifestyles.lifestyles.


!! ““Detailed information about the Detailed information about the demographics, lifestyles, demographics, lifestyles, characteristics, and consumption characteristics, and consumption patterns of audiences helps to assure patterns of audiences helps to assure that messages reach the proper that messages reach the proper audiencesaudiences”” (Wilcox et al. 2003).(Wilcox et al. 2003).

Audience Analysis: DemographicsAudience Analysis: Demographics

Audience Analysis: LifestyleAudience Analysis: Lifestyle

!! ESRIESRI’’ss Community Tapestry and Community Tapestry and ClaritasClaritas’’ss PRIZM provide detailed PRIZM provide detailed information about consumers or, for information about consumers or, for the PR professional, about audiences.the PR professional, about audiences.

!! The promotional material for each The promotional material for each focuses on the number of segments focuses on the number of segments and the level of detail associated and the level of detail associated with each.with each.

http://www.esribis.com/data/tapestrymethttp://www.esribis.com/data/tapestrymethodology.htmlhodology.html


!! For example, ESRI points out that For example, ESRI points out that ““Each neighborhood is analyzed and Each neighborhood is analyzed and sorted by more than 60 attributes sorted by more than 60 attributes including income, source of income, including income, source of income, employment, home value, housing employment, home value, housing type, occupation, education, type, occupation, education, household composition, age, and household composition, age, and other key determinants of consumer other key determinants of consumer behavior.behavior.””

http://www.andreas.com/faqhttp://www.andreas.com/faq--geodemo3.htmlgeodemo3.html


!! As R. Bruce Carroll points out, As R. Bruce Carroll points out, ““The The beauty of a clusterbeauty of a cluster--based targeting based targeting strategy is that it can be found on strategy is that it can be found on the ground the ground –– it can be mapped! it can be mapped! Using a deskUsing a desk--top GIS mapping top GIS mapping system, you can illustrate targets at system, you can illustrate targets at any level.any level.””

http://www.esribis.com/data/tapestrymethttp://www.esribis.com/data/tapestrymethodology.htmlhodology.html


!! ““Each neighborhood is analyzed and Each neighborhood is analyzed and sorted by more than 60 attributes sorted by more than 60 attributes including income, source of income, including income, source of income, employment, home value, housing employment, home value, housing type, occupation, education, type, occupation, education, household composition, age, and household composition, age, and other key determinants of consumer other key determinants of consumer behaviorbehavior”” (ESRI BIS promotional (ESRI BIS promotional materials). materials).

Formulate StrategyFormulate Strategy

!! Based on what you learn about your Based on what you learn about your audiences, you can formulate an audiences, you can formulate an appropriate strategies using GIS. appropriate strategies using GIS. For example, GIS analysis can help For example, GIS analysis can help an organization match its target an organization match its target audience to the readership of audience to the readership of appropriate publications for a appropriate publications for a publicity campaign.publicity campaign.

Formulate StrategyFormulate Strategy

Test MessagesTest Messages

!! GIS could be used to record and GIS could be used to record and report the varying results of report the varying results of message testing over areas mapped message testing over areas mapped according to audience demographics according to audience demographics and lifestyles. In the process, it and lifestyles. In the process, it could help keep management in could help keep management in touch with the perceptions of their touch with the perceptions of their publics.publics.

Help Management Keep in TouchHelp Management Keep in Touch

!! GIS can help PR professionals scan GIS can help PR professionals scan the environment, analyze trends and the environment, analyze trends and report their findings to management.report their findings to management.

!! Are the goals of a publicity campaign Are the goals of a publicity campaign being met? How far are your being met? How far are your messages penetrating before they messages penetrating before they begin to deteriorate?begin to deteriorate?

Help Management Keep in TouchHelp Management Keep in Touch

Prevent CrisesPrevent Crises

!! Keeping management in touch with Keeping management in touch with the various publics of an organization the various publics of an organization can help prevent crises. Constant can help prevent crises. Constant monitoring of potential problems monitoring of potential problems enables an organization to be enables an organization to be proactive.proactive.


!! For example, David For example, David PrayPray’’ss maps for maps for the Conservation GIS Center the Conservation GIS Center ((www.www.conservationgiscenter.org.org) ) illustrate the dual ability of GIS to illustrate the dual ability of GIS to contribute to crisis prevention and contribute to crisis prevention and crisis communication. crisis communication.


!! His map of the Exxon Valdez affected His map of the Exxon Valdez affected area communicates the extent of the area communicates the extent of the crisis with visual simplicity and crisis with visual simplicity and power.power.

http://www.conservationgiscenter.org/mahttp://www.conservationgiscenter.org/maps/html/exxon_spill.htmlps/html/exxon_spill.html

David Pray: Spill Affected AreaDavid Pray: Spill Affected Area


!! A similar map modeling the everA similar map modeling the ever--present potential for a disaster might present potential for a disaster might have prodded Exxon executives to have prodded Exxon executives to make different decisions about the make different decisions about the transportation of oil through these transportation of oil through these environmentally sensitive waters.environmentally sensitive waters.

Sway Public OpinionSway Public Opinion

!! If maps like If maps like PrayPray’’ss did not prod did not prod executives to make better decisions, executives to make better decisions, they did sway public opinion against they did sway public opinion against Exxon following the spill. Exxon following the spill.

!! Dismayed by the extent of the spill Dismayed by the extent of the spill and its damage, many consumers and its damage, many consumers boycotted Exxon long after the boycotted Exxon long after the event.event.


!! Aware of this power, politicians and Aware of this power, politicians and lobbyists use maps to gain political lobbyists use maps to gain political ends.ends.

!! MonmonierMonmonier (1996) points out, for (1996) points out, for example, that to help maintain the example, that to help maintain the political support of its western allies political support of its western allies and their people, Israel uses maps to and their people, Israel uses maps to portray itself as an underdog state, portray itself as an underdog state, facing off against 21 Arab nations. facing off against 21 Arab nations.



!! According to According to MonmonierMonmonier (1996), (1996), such a map such a map ““portrays a cartographic portrays a cartographic DavidDavid--andand--Goliath contest between Goliath contest between tiny Israel and the massive territory tiny Israel and the massive territory of the nearby oilof the nearby oil--rich Arab nationsrich Arab nations””(p. 94).(p. 94).

!! The same map could, of course, be The same map could, of course, be used to illustrate the distribution of used to illustrate the distribution of nuclear weapons in the Middle East.nuclear weapons in the Middle East.

GIS for Public Relations ResearchGIS for Public Relations Research

!! With all of these functions and more, With all of these functions and more, PR is as complex, dynamic, and PR is as complex, dynamic, and multidimensional as the world multidimensional as the world TufteTuftedescribes.describes.

!! I believe GIS an excellent tool for I believe GIS an excellent tool for such a job, and it is time for PR such a job, and it is time for PR professionals and educators to begin professionals and educators to begin to explore how.to explore how.

Works CitedWorks Cited

! Carol, R. B. Introduction to Geodemographics: PRIZM, Claritas, and Clusters [On[On--line]. Available: line]. Available: http://www.andreas.com/faqhttp://www.andreas.com/faq--geodemo3.htmlgeodemo3.html

!! Community tapestryCommunity tapestry [On[On--line]. line]. Available: Available: http://www.esribis.com/data/commuhttp://www.esribis.com/data/communitytapestry.htmlnitytapestry.html


!! MonmonierMonmonier, M, M. How to lie with maps . How to lie with maps (2nd ed.) Chicago: University of Chicago Press.

!! NiesNies, J. I. & , J. I. & TasTas, R. F. (1991). , R. F. (1991). How to add visual impact to your presentations. Cornell Hotel & Restaurant Administration Quarterly, , 32, 4632, 46--52.52.


!! Pray, D. Spill affected area: Exxon Pray, D. Spill affected area: Exxon Valdez [OnValdez [On--line]. Available: line]. Available: http://http://www.conservationgiscenter.orwww.conservationgiscenter.org/maps/html/exxon_spill.htmlg/maps/html/exxon_spill.html

!! TufteTufte, E. R. (1990). , E. R. (1990). Envisioning Envisioning informationinformation. Cheshire, CT: Graphics . Cheshire, CT: Graphics Press.Press.


!! Wilcox, D. L., Cameron, G. T., Ault, Wilcox, D. L., Cameron, G. T., Ault, P. H., & Agee, W. K. (2003). Public P. H., & Agee, W. K. (2003). Public relations strategies and tactics (7relations strategies and tactics (7thth

ed.) Boston: ed.) Boston: AllynAllyn and Bacon.and Bacon.!! YoppYopp, J. J. & McAdams, K. C. (2003). , J. J. & McAdams, K. C. (2003).

Reaching audiences: A guide to Reaching audiences: A guide to media writing. Boston: media writing. Boston: AllynAllyn and and Bacon.Bacon.

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GIS for Public Relations Research - Esri€¦ · Constant monitoring of potential problems enables an organization to be proactive. Prevent Crises! For example, David Pray’s maps