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original research created to answer the specific questions of an organization
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| primary research helps to: |
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-identify and categorize stockholder groups
-analyze and asses attitudes, opinions and behaviors
-test ideas for communicating with key groups |
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information previously collected for another purpose but that is useful and relevant as background for PR plan-organization's own records, library references documents, internet research & trade journals
-"archival information" |
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| group of people who share a common problem of goal and recognize their common interest; demographics or psychographics |
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| review of secondary research information and interviewing a few key people to gain some insights about a topic |
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primary research using either quantative or qualitative methods
(mail surveys, telephone surveys, in-person interviews, intercept interviews, focus groups) |
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| survey that asks questions for several organizations |
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| research interviews that involves intercepting research subjects in a busy location and asking them questions |
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| research method usually involving eight to twelve subjects who are asked open-ended questions |
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research methods that yield unquantifiable information about people's attitudes, beliefs and lifestyles
"soft data"-likely to be biased, valid but not reliable |
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research that produces hard statistics that are reliable, using probability samples, public opinion polls
"hard data", close-ended questions, valid and reliable |
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| use of experimental research methods-involves subjects who are exposed to some treatment or stimulus--researchers compare the results to those of control subjects that did not receive the treatment or stimulus |
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PR people use content analysis to analyze texts and audio and video content systematically--it codes, quantifies and analyzes words and concepts
(to make sense of what the media is saying) |
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| each member of a population should have an equal chance of being selected to be in the sample--basis of most reliable research is random sampling |
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| uses a list or directory from which to select a random sample-can be reliable if the list or directory is is highly inclusive of the population surveyed |
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| fixed numbers of individuals are drawn from sub-groups of population |
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| researcher might seek to have a certain percentage of men, minorities, etc. represented |
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a grad, an opportunity or even a haphazard sample. involve choosing subjects for research based on their convenient availability to the researcher
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depending on the size of a sample and the quality of the rest of the research methodology--the results will reflect some amount of error
*a small sample typically has a large margin of error |
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| refers to the consistency of results--if repeated research using the same criteria gets the same results, we say it is reliable |
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concerned with whether the research measures what it is supposed to measure--right or wrong
*clock in a classroom consistently runs 15minutes behind, reliable becaues it does what it does consistently |
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| key parts of PR definition |
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| two-way exchange, mutually beneficial, management and leadership function, deliberate and planned effort to influence public opinion and policies, focused on all the publics of an organization |
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| counseling, research, media relations, publicity, employee/member relations, community relations, speech writing, government affairs, financial relations, industry relations, development/fundraising, multicultural relations |
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| least common title for PR professional |
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| linking--P.R. links organizations and publics-"spans the gap between the two" |
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| "press agent"-concerned with one P.R. task: to get stories into the media about clients |
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| media don't tell us what to think, but what to think about. They set the agenda of what we are thinking about or talking about |
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| we cannot verify media information ourselves, so we depend on media for accurate facts and opinion |
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| the selection of facts, themes, how to treat a story--framing of issues affects public opinion of them |
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| refers to the way media and media gatekeepers organize and present the events and issues they cover and the way audiences interpret what they are provided |
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| George Gerbner--media cultivate beliefs if repeated enough--the more violence we see on tv, the more violent we think the world is |
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| elaboration-likelihood model |
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| theory identify two ways communication can be persuasive: central and peripheral |
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| central route to persuasion |
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| direct messages targeted to motivated, involved consumers who pay attention to details of messages |
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| peripheral route to persuasion |
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| indirect approach aimed at consumers who might pay attention to an entertaining message but not a hard sell or factual one |
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| theory of communication that is discredited because it is too simplistic to reflect what really happens---idea that media injects ideas into audiences |
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| magazine published by a company for it's employees, stockholders, etc. |
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| relates to problems within the message itself, unclearly stated or thought out |
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| series of measurements. observations, statistics and facts |
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| created when data are analyzed, described, and understood |
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| created when data are analyzed, described, and understood |
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| controlled, objective, systematic gathering of information for the purpose of describing and understanding |
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| starting point, point of reference, comparing point |
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| latent publics do not recognize the problem (most people) |
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| aware publics recognize a problem exists (smaller group) |
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| active publics seek to do something about the problem (very small group) |
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| regular survey method based on telephone interviews |
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| messages are tested in a controlled setting--making sure message has intended effect |
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| works with creativity and education with children |
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| experience-based solutions to problems |
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| divergent/lateral thinking |
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| thinking process diverges or spreads out--seeks answers in all directions |
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| convergent/vertical thinking |
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| focusing on a single solution and making that work |
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Define the Problem
Come up with as many ideas as possible
Sift, Synthesize, Choose |
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| goal is to produce as many ideas as possible in time allowed |
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1. Unfreeze behavior
2. Change
3. Refreeze behavior |
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