Research 1012

Jane Weaver – B.A., Hons B.A.CPRP

Chairman PRISA NamibiaBoard Member – PRISA

Public Relations Research

1. Communication research

2. Why research?

3. Phases within the PR programme

4. Four phases of research

5. Defining researcha. Informal researchb. Formal research

6 Research process

7 Communication audit

8 Research techniquesa. Readability testb. Content analysis

9 Assignment discussiona. Research assignmentb. Media assignment

Outcomes

Communication professionals are faced with the realisation that we have entered the era of knowledge management.

Research data needs to be turned into information.

Information needs to be turned into action.

How do we do this?

Communication Research

Probe basic attitudes of group towards organisation

Measure the true opinions of various groups

Identify opinion leaders

Reduce costs by concentrating on valid objectives and key messages

Help to pre-test messages before rolling out in campaign

Achieving two-way communication

Reveal trouble spots

Credibility with management – proving our value

Why Research?

Public Relations Phases

1. Pre-research: to establish true problem

2. Pre-testing: execute on small scale before you make major investment

3. Interim research: done while executing programme

4. Post-research: have your achieve research objectives

Four Phases of Research

Formal research– Qualitative – historical and legal research, in-depth

interviews, focus groups and panels.It is descriptive and informative but not measurable - subjective.

– Quantitative – laboratory and field research and includes content and survey analysis.It results in mathematical analysis producing measurable results.

Informal research (desk research)– No rules and procedure, hence cannot be replicated

and can only be used for description not prediction

Defining Research

Personal contact

Key informants

Independent experts

Advisory committees, panels and boards

Toll-free lines

Mail analysis

Internet – ask.com

Informal Research

1. Public opinion surveyWhat people think about my organisation – attitudes towards organisation. 2. Public issues studiesDealing with issues in a comprehensive way – examining it from the point of view of several key stakeholders

3. Image surveyDetermining the company’s corporate image in the public mind – measuring attitude towards organisation – how well they understand it, like or dislike it = reputation

4. Needs and perceptions assessmentsStarting point when designing a new PR programme – yard stick to determine if previous recommendations have been dealt with

Formal Research

5. Intelligence trackingGoal is tracking and summarizing most relevant publicly available intelligence on a chosen issue

6. Issue forecastingOrganisation collects information that allow it to predict how it and its stakeholders might react to trends, policy changes

7. Media evaluationTo measure NOT only publicity, but can be use to analyse clippings (perception about organisation)

8. Communication auditAssessing and evaluating organisations communication

Formal Research

SECONDARY ANALYSIS – re-use of data gathered by someone else

Census report Media libraries Chamber of business Trade publications

Formal Research

1. It is a process (planning and implementation) to solve a PROBLEM

2. Research takes can be INFORMAL and FORMAL

3. It should be VALID – data is true

4. It should be RELIABLE – anybody using the same method, would achieve same results

Research Proposal

Step one: Introduction and problem statementResearch objectives

Step two: Research design and methodologyPopulation and samplingData gathering methods and instruments

Step three: Analysis of data

Step four: Recommendations

Step five: Evidence

Research Process

Step one: Introduction and problem statement

Three steps to identify the research problem can be used:

1.The selection of a topic area,

2.The selection of a general problem, and

3.The reduction of the general problem to some specific, precise and well - delineated problem.

Research Process


Guidelines when exploring the problem:1.What previous research and/or communication

interventions have been conducted on this topic?2.What are the findings of the previous study?3.What suggestions do other researchers make for

further study?4.What areas have not yet been investigated?5.How can the proposed study add to our knowledge of

the subject?6.What research methods and theoretical approaches

were used in previous studies?

Research Process


Formulating Research question First level: Central management level e.g. Staff is not reading the newsletter

This refers to problem on the most general level Second level: Research question – which forms major objective of research e.g.Q 1 Do we need to change design of newsletter?

Investigative question: What about the design would they like to change?

Research Process

Step two: Research design and methodology

Research design = A plan that specifies the sources and the types of information relevant to the research problem,

if a qualitative and/or or quantitative approach is used; and

Includes a consideration of the constraints of resources like time and money

Methodology = involves the most appropriate research design to provide valid and reliable evidence.

The research design or decisions taken in the planning phase are made to eliminate inaccuracy & bias

Research Process


Population and samplingPopulation = all possible units of analysis Sampling = group of people which will be used for

research purposes Voting population = too big a group to researchRepresentative sample = Research consultants are often

employed to assist in the sampling processes to ensure valid research results

Non-sampling error & standard deviation

Research Process


Data gathering methods and instrumentsPre-test the research data gathering instruments

before implementation - ensure that the research tools are valid

Instruments:− Questionnaires (drop-off, mailed)− Focus groups− Interviews (telephonic, personal)

Research Process

Step three: Data Analysis and Findings

Findings should be checked for validity and statistical significance

Can use computer-generated report – statistically valid

Open-ended question must be translated into meaningful, accountable information

Research Process

Step four: Recommendations

Based on findings – practical recommendations are made.

Research report to management will summarise: Housekeeping info Step 1 Step 2 Step 3 Step 4 Step 5: Appendix: includes copy of questionnaire

Research Process

1. What is meant by a communication audit?

2. Why do we do a communication audit? Re-active Pro-active

3. What does the audit seek to achieve ? Enable public relations practitioner to make an educated assessment of organisation’s communication needs

4. How can the audit be conducted? Interviews Questionnaire Attitudinal research Findings Report and feedback

Communication Audit (Formal Research)

Readability Test

Media Analysis

Media Analysis

Technique that Communication practitioners use to prove bottom line contributions

It is based on advertising rate (per column centimeters)

How do we do it?

Media Database

ABC: Audit Bureau of Circulations AMPS: All Media and Product Survey RAMS: Radio Audience Measurement Survey TAMS: Television Audience Measurement Survey SAARF: South African Advertising Research Foundation

www.saarf.co.za

Name of publication

Owners Language Appears ABC circ

000

Readers AMPS

000

Distribution area

The Daily Sun

Media24 Eng AM 513.3 4755 JHB

Content Analysis: Media Clippings

Top half of page 1 = value x 2.5 2nd half of page 1 = value x 2 Page 3 = value x 2 Page 2, 4-7 = value x 1.5 Rest = value

Date Media Value (+/-/Balanced)

Media value Money value Issue - objective

Date of article Classic Feel: Headline: Opera AfricaPhotos:

2+ (Company name in Headline)

Value you assigned to medium

Advertising rates X column centimeters

Link back to your plans’ objective

TV Tracking

Princess Magogo - Opera. TV (English) – Medium

2370000 TAMS

Sunrise 26 Mar 2009 07:44:04

Princess Magogo - New

The late legendary Zulu Princess, Magogo ka Dinizulu Buthelezi was a political activist, singer, composer and authority of the Zulu culture. To pay tribute to this great leader, Opera Africa launched a production called Princess Magogo. The Opera is opening at the State Theatre in Pretoria from the 28th of March until the 4th of April and at the Civic Johannesburg from the 26th to the 10th of May.

(Int:) Sandra de Villiers - CEO: Opera Africa (Int:) Otto Maidi - Opera Singer

(Dur 00:06:47) A.V.E. = R40700

Content analysis: tracking stakeholders and issues

Date Publication + deadlines

Journalist Value (+/-/B) Issues Contact details

The plan ...

Issue/ link to objective

Media Activity & platform

News angle People involved

Media deadline

Remarks

Communication Overall, staff seem to be most satisfied with the internal communication process, both in branches and in departments. There is always room for improvement however, especially between branches, top management and employees and head office as well as middle management and supervisors. You want Management from Head Office to be more visible and we are going to put procedures in place to ensure that happens. Staff find The Insider very informative and Marketing pledges to ensure that the quality of the Insider is maintained with the addition of more information about other branches within the company.Overall, staff members are satisfied with internal communications e.g. in the branch or in departments. However, there is still room for improvement as there seems to be a lack of "external" communication e.g. between Branches, Top Management and employees in Head Office, and Middle Management and Supervisors. A strong need was expressed for more visibility of Management from Head Office. The Insider is regarded as highly informative. This indicates that we are on the right track concerning The Insider and Marketing is required to maintain the high quality of this publication. However, several employees expressed the desire to read more about other branches in The Insider. The Insider and internal communication helps with internal brand building and change management. Without good internal communication in Agra overall, the results of this Climate Survey would not have a general positive trend.

Assignment discussion

Documents

Research 1012