Public Relations Process - Formative Research

8/11/2019 Public Relations Process - Formative Research

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PR PROCESS1. Formative Research

Prida Ariani Ambar Astuti, S.Sos., M.Si

Management Public Relations

UniversitasPembangunan Jaya


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PR PROCESS

2

Evaluation

Programming (Tactics)

Strategy (Objectives)

Research


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Programming, including all the methods ofcommunication used, is planned andexecuted to carry out the objectives

PR PROCESS

To establish the basic elements of thecommunication transaction

Objectives for the transactionareestablished

Ongoing and follow-up evaluationis

conducted bothto monitor and to measurehow well the programaccomplished its

objectives

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1. FORMATIVE RESEARCH

PR PROCESS

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Three Aspects

All audiencesto be targeted forcommunication in the PR program

The opportunity or problemthataccounts for the program at this time

The client or organizationfor whom theprogram is being prepared

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THE CLIENTBackground data about the client ororganization

16 September 6


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Financial status ReputationPast & present PR

practices

PR SWOT

Product/services,competitor, marketing,

legal, financial function,location, delivery system,

suppliers, customers(business)

Major donors (nonprofit)

Management's goals,priorities, problem, howPR program might help

accomplish the objectives(mission organization)

Organization's culture,and so on

(Hendrix, 2010)

16 September 7


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Three Aspects

All audiencesto be targeted forcommunication in the PR program

The opportunity or problemthataccounts for the program at this time

The client or organizationfor whom theprogram is being prepared

16 September 8


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THE OPPORTUNITY / PROBLEMDetermining why the organization shouldconduct a particular PR program at aparticular time

16 September 9


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10

PR PROGRAMS

Proactive ProgramsArise out of opportunities

Reactive ProgramsArise out of problems

16 September


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PROACTIVEPROGRAM

a. arise out ofopportunities

b. like preventivemedicine

c. generallylongrange& strategicin nature

The Opportunity / Problem

REACTIVEPROGRAMS

a. usually short

range

b. endingas soon

as immediate

problem is

cleared up

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Public Perception ExternalEnvironment

InternalEnvironement

a. Performance

b. Niche

c. Structure

d. Internal

impediment

a. Supporters

b. Competitors

c. Opponents

d. External

impediment

a. Visibility

b. Reputation

The Opportunity / Problem

(Smith, 2005)

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THE AUDIENCESInvestigating the target audiences or publics

Identified & Segmented Audiences into their

Components

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AUDIENCES RESEARCH

Desired Data

(ready to assess informational needs for each public)

Targeting

Audience Identification(to address public most effectively, we should segmenteach public,

become a separate public to be targeted for special messages)

16 September 14


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AUDIENCES IDENTIFICATION

Media Internal Community

Government Investor Customer

InternationalSpecial

Public

(Hendrix, 2010)

16 September 15


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MEDIA PUBLICS

16 September 16

Mass Media Publics

Mass Media

Local

TV Stations

Radio Stations

National

Print Publications

Broadcast Networks

Wire Services

Specialized Media

Local

Trade, industry &association

Organizational house &membership

Ethnic

Publications of specialgroup

Specialized broadcastprograms & stations

National

General business

National trade, industry& association

National organizational

house & membership

National ethnic

Publication of nationalspecial groups

National specializedbroadcast programs &

networks

(Hendrix, 2010)


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INTERNAL PUBLICS

16 September 17

Employee Publics

Management

Upper-level

Midlevel

Lower-level

Non-management(Staff)

Specialists

Clerical

personnel

Secretarialpersonnel

Uniformedpersonnel

Equipmentoperators

Drivers

Securitypersonnel

Other

Unionrepresentatives

Other(Hendrix, 2010)


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COMMUNITY PUBLICS

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Community Publics

Community Media

Mass

Specialized

Community Leaders

Public officials,

Educators

Religious leaders,Professionals

Executives, Bankers,Union leaders

Ethnic leaders,

Neighborhood leaders

Community

Organization

Civic, Service

Social, Business

Cultural, Religious

Youth, Political

Special interestgroups, Other

(Hendrix, 2010)


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GOVERNMENT PUBLICS

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Government Publics

Federal

Legislative branch

Representative, staff,committee personnel

Senators, staff,committee personnel

Executive branch

President

White House staff,advisers, committees

Cabinet officers,departments, agencies,

commissions

State

Legislative branchRepresentative,delegates, staff,

committee personnel

Executive branch

Governor

Governors staff,advisers, committees

Cabinet officers,departments, agencies,

commissions

County

County Executive

Other

City

Mayor or city manager

City council



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INVESTOR PUBLICS

16 September 20

Investor Publics

Shareowners & Potential

Shareowners

Security Analysts &Investment Counselors

Financial Press

Major wire services: DowJones, Reuters Economic

Service

Major business magazines

Major newspaper

Statistical service

Private wire service: PRNews Wire, Business Wire

Security & ExchangeCommission (SEC) for

publicly owned companies

(Hendrix, 2010)


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CONSUMER PUBLICS

16 September 21

Consumer Publics

Company Employees

Customers

Professionals

Middles class

Working class

Minorities

Other

Activist consumer

groups

Consumer Publication

Community Media

(mass & specialized)

Community Leaders& organizations

(Hendrix, 2010)


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INTERNATIONAL PUBLICS

16 September 22

InternationalPublics

Host countrymedia

Mass

Specialized

Host countryleaders

Public officials

Educators

Social leaders &Cultural leaders

Religiousleaders

Political leaders

Professionals &

Executives

Host countryorganizations

Business

Service

Social &Cultural

Religious

Political

Special interest



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SPECIAL PUBLICS

16 September 23

Special Publics

Special Publics

Media consumed bythis public

Leaders of this public

Organizationscomposing this public

Competitors

Suppliers

(Hendrix, 2010)


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TARGETING

1

The importance of apotential publicisdetermined by itsdegree of influence,prestige, power orperhaps need& by itslevel of involvement

with the client ororganization.

2

4 key questions to consider intargeting & prioritizingpublics are :

Who is this public(demographics,

psychographics, and so on)?Why is it importantto us?

How active or involvedisthis public, relative to ourinterest?

Which public are mostimportant to us, in priorityrank order?

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past & present audience behaviorsrelevant to

the client or organization

DESIRED DATA

public's level of informationabout the

organization

the image & other relevant attitudesheld

about the organization & its product or sevice

researching the demographics

media habits

levels of media useot each targeted audience,

etc.

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THANK YOU

16 September 26

Documents

Public Relations Process - Formative Research