2.What kind of research costs less?

Complete the extract of what Bob says about why research is such an important step in any public relations program.

Well, before any ______ _______ program can be undertaken, _______ must be gathered. Only if you perform this first _____ can you begin to make ______ decisions and determine ________ for effective communications programs. So, basically, it's an integral part of the planning, program development and _________ process.

Listening 6.2.

Listen to Bob Richardson, who goes on to talk about research. Answer these questions.

1.What are the most common research techniques?

2.What examples of primary research techniques can you give?

3.How many people do you usually find in a focus group?

Complete the extract of what Bob says about the most common research techniques.

The statistics show that the most common techniques are _______ searches and _______

information retrieval. That is what we call ________ research because existing information in books, magazine articles, electronic databases and so on is used. This contrasts with ______

research in which "new" and 'original" information is generated. Some examples of this technique are ______ interviews, focus groups, surveys, and polls. As for the ________ research you can go to the library and look through reference books, academic journals or trade publications. Or you can go _______ and search the World Wide Web. The Internet is really a powerful research tool.

If research is needed on public opinion and attitudes, many public relations firms conduct short interviews with people in a shopping mall or at a meeting. This kind of research is called

_________ interviews, because people are literally intercepted in public spaces and asked questions.

__________ interviews last only two to five minutes. At other times, the best approach is to do indepth interviews to get more comprehensive information.

3. Reading

Reading 6.1.

Read the text “Research in Public Relations” and answer these questions.

1.How would you define research?

2.What factors does a public relations specialist have to consider before implementing research?

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3. Does the target audience of the research matter? Why? Try to give your examples

Research in Public Relations

Effective public relations is a process, and the essential first step is research. Today, research is widely accepted by public relations professionals as an integral part of the planning, program development, and evaluation process.

In basic terms, research is a form of listening. Professors Glen Broom and David Dozier of San Diego State University, in their book, Using Research in Public Relations, say simply, “Research is the controlled, objective, and systematic gathering of information for the purpose of describing and understanding.”

Before any public relations program can be undertaken, information must be gathered, data collected, and interpretation done. Only by performing this first step can an organization begin to make policy decisions and map out strategies for effective communication programs.

Various kinds of research can be used to accomplish an organization’s objective and meet its need for information. The choice really depends on the subject and situation. Time and budget are important considerations, as is the perceived importance of the situation. Consequently, many questions should be asked before formulating a research design, such as:

1.What is the problem?

2.What kind of information is needed?

3.How will the results of the research be used?

4.What specific public (or publics) should be researched?

5.Should the organization do the research or hire an outside consultant?

6.How will the research data be analyzed, reported, or applied?

7.How soon are the results needed?

8.How much will the research cost?

These questions will help the public relations person determine the extent and nature of the research needed. Only informal research, for example, may be required, because of its lower cost and the need for immediate information. Or a random scientific survey may be selected, despite its cost and time, because a political candidate wants to know exactly how he or she stands in the polls.

(Wilcox, Dennis L., et al. Essentials of Public Relations. New York: Longman., 2001. P. 104-105)

Reading 6.2.

Read the text “Techniques of Conducting Research” and answer these questions.

1.How much of their budget do you think public relations departments spend on research?

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2.Is it important to choose the wording of your questionnaire carefully? Why?

3.What do you think can the term “piggyback survey” mean?

Techniques of Conducting Research

Research is a multipronged tool that is involved in virtually every phase of a communications program. In general, studies show that public relations departments spend about 3 to 5 percent of their budget on research…

In a mass society top management is increasingly isolated from the concerns of employees, customers, and other important publics. Research helps bridge the gap by periodically surveying key publics about problems and concerns…

Polls and surveys can generate publicity for an organization. Indeed, many surveys seem to be designed primarily with publicity in mind…

When the word “research” is used, people tend to think only of scientific surveys and complex statistical tabulations. In public relations, however, research techniques are also used to gather data and information.

In fact, a survey of practitioners by Walter K. Lindenmann, senior vice president and director of research for Ketchum Public Relations, found that three fourths of the respondents described their research techniques as casual and informal, rather than scientific and precise. The technique cited most often was literature searches and database information retrieval.

This technique is called secondary research because existing information in books, magazine articles, and electronic databases is used. This contrasts with primary research, in which “new” and “original” information is generated through a research design that is specific and directed to answer a specific need. Some examples are in-depth interviews, focus groups, surveys, and polls…

The intercept interview is not scientific in terms of sampling method, but it does give an organization a sense of current thinking or exposure to certain key messages… Intercept interviews last only two to five minutes. At other times the best approach is to do in-depth interviews to get more comprehensive information. Major fund-raising projects by charitable groups, for example, often require in-depth interviewing of community and business opinion leaders. The success of any major fund drive is the support of key leaders and wealthy individuals. This approach is called purposive interviewing because the interviewees are carefully selected for their expertise, influence, or leadership…

The research techniques discussed so far can provide good insights to public relations staff and help them formulate effective programs. On occasion, however, there is a need to conduct polls and surveys using highly precise scientific sampling methods. Such sampling is based on two

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important factors – randomness and large numbers of respondents. For best results, a random sample is taken. In statistics, this means that everyone in the targeted audience has an equal chance of being selected for the survey. This is also called a probability sample. In contrast, a nonprobability survey is not random at all. Mall intercept interviews, for example, are usually restricted to shoppers in the mall at the time interviewers are working…

Notes

Ketchum Inc. is a leading (number seven of all agencies worldwide) global public relations firm, offering marketing and corporate communications services. Founded in 1923, Ketchum delivers service around the globe through its 23 offices and 46 affiliates and associations in North America, Europe, Asia Pacific, and Latin America

(“Ketchum Inc.”) Wikipedia. 6 Sept. 2007. 8 Sept 2007 <http://en.wikipedia.org/wiki/Ketchum>) The Gallup Organization provides a variety of management consulting, human resources

and statistical research services. The Gallup Organization has over 40 offices in 27 countries. World headquarters are in Washington, D.C. Operational headquarters are in Omaha, Nebraska

(“The Gallup Organization.” Wikipedia. 6 Sept. 2007. 8 Sept 2007 <http://en.wikipedia.org/wiki/Gallup.>)

Avoid biased wording. Questionnaires should avoid questions that use highly charged words to elicit a particular response. Such a question was used by Republican Party pollsters who asked respondents whether they agreed or disagreed that “We should stop excessive legal claims, frivolous lawsuits, and overzealous lawyers.” Not surprisingly, an overwhelming majority of the respondents agreed…

Another problem with questionnaires design involves questions that tend to elicit the “correct” response. This is also called courtesy bias. Respondents choose answers that won’t offend the interviewer and reflect mainstream thinking…

An alternative method of reaching respondents is the piggyback survey, also known as the omnibus survey. In basic terms, an organization “buys” a question in a national survey conducted by a survey organization such as Gallup* or Harris*.

(Wilcox, Dennis L., et al. Essentials of Public Relations. New York: Longman., 2001. P. 105-119)

Notes

Harris Interactive is an American market research company that specializes in public opinion research using both telephone and online surveys on online panels. The company is the product of a 1996 merger between the Gordon S. Black Company and Louis Harris &Associates (“Harris Interactive” Wikipedia 6 Sept.2007. 8 Sept. 2007<http://en.wikipedia.org/wiki/ Harris>)

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