Term
| Why doesn’t PR do more research? |
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Definition
Lack of funds
Too little time
Don’t know how
Not viewed as necessary |
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Term
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Definition
| The systematic gathering of information to describe and understand situations and to check out assumptions about publics and public relations consequences. Its main purpose is to reduce uncertainty in decision making. |
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Term
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Definition
“the process of receiving, constructing meaning from, then responding to spoken and/or nonverbal messages”
Effective PR starts with listening
Listening is not an easy task – corporate structures; the lack of feedback, etc.
Listen to learn the orientation, predisposition and language of your audience |
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Term
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Definition
Written in the present tense
Describes a situation in specific and measurable terms, detailing all or most of the following:
What is the source of concern?
Where is this a problem?
When is it a problem?
Who is involved or affected?
How are they involved or affected?
Why is this a concern to the organization and its publics?
Do not employ solution or place blame.
Represent a concise description of the situation.
Describe what was learned in the research, specifically the situation analysis!!! |
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Term
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Definition
Contains all the background information needed to expand upon and to illustrate in detail the meaning of a problem statement
It is a fact book of internal factors (organizational policies, procedures, and actions related to the problem) and external factors (what happens outside of the organization)
Communication Audit -- A systematic documentation of an organization’s communication behavior for the purpose of understanding how it communicates with its publics |
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Term
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Definition
the process of identifying who is involved and who is affected in a situation.
How much do they use information in the problem situation?
What kinds of information do people use or seek?
How do they use the information?
What predicts information use? |
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Term
| Van Leuven’s Theory of message & media selection |
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Definition
User selects media & message for own rational-appearing & personally relevant purposes
User attaches own personal meaning to selected message
User’s behavior reflects anticipated future communication satisfaction as well as a history of prior motivation, intentionality and reinforcement.” |
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Term
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Definition
Strengths
Weaknesses
Opportunities
Threats |
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Term
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Definition
| build on strengths and take advantage of opportunities |
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Term
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Definition
| build on strengths and counters threats |
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Definition
| minimize weaknesses and take advantage of opportunities |
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Term
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Definition
| minimize weaknesses and threats |
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Term
| Situation Analysis- Internal Factors |
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Definition
Statements of the organization's mission, charter, bylaws, history, and structure
Lists, biographies, and photos of key officers, board members, managers, etc.
Descriptions and histories of program's products, services, etc.
Statistics about resources, budget, staffing, sales, profits, stock holders, etc.
Policy statements and procedures related to the problem situation
Position statements (quotes) by key executives regarding problem situations
Description of how the organization currently handles the problem
Description and list of organization's internal stakeholders
Lists of organizational media (2-way) for communication with internal groups. |
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Term
| Situation Analysis- External Factors |
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Definition
Clippings from newspapers, magazines, trade publications, and newsletter coverage of organization and problem situations
Reports, transcripts, and tapes of radio, television, and cable coverage
Content analysis of media coverage
Lists of media, journalists, columnists, talk show hosts, free-lance writers and producers who report news and features about your organization and issues related to problem situations.
List of background information on individuals and groups that share organization’s concerns, interests, and positions on problem situations.
List of background information on individuals and groups that oppose organization's concerns, interests, and positions on problem situations.
Results of surveys and public opinion polls related to organization and problem situations.
Schedules of special events, observances, and other important dates related to the organization and the problem statement.
Lists of government agencies, legislators, and other officials with regulatory and legislative power affecting the organization and the problem situation.
Copies of relevant regulations, legislation, pending bills, referenda, government publications, and hearing reports.
Copies of published research on topics related to the problem situation.
Lists of important reference books, records, and directories, as well as their locations in the organization. |
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Term
| Informal (exploratory) Research |
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Definition
Used for detecting and exploring problem situations, and for pre-testing research and program strategies.
Main limitation– how samples are selected – not representative & can’t be used to make inferences about known populations. |
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Term
| Informal Research -- Types |
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Definition
Personal contacts
Key informants
Focus groups
Advisory committees and boards
Ombudsman
Call-in telephone lines
Mail analysis
Online sources
Field reports |
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Term
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Definition
Methods designed to gather data from scientifically representative samples.
Possible to make inferential statistics to make estimates of populations. |
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Term
| Checklist for Starting Formal Research |
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Definition
How will the results be obtained?
What is the specific population being studied and how should the sample be chosen?
What type of research technique is most appropriate in this instance?
If using a survey, what sort of field methodology will be most efficient?
Are closed-ended, open-ended, or a combination of both types of questions recommended?
What is the experience level of those who will be doing the research?
How will the data be analyzed and the results reported?
How soon will the results be provided?
How much will it cost? |
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Term
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Definition
Secondary Analysis
Online Databases
Content Analysis
Surveys |
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Term
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Definition
Mail
In-person
Telephone
Online |
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Term
| Mail survey -- Advantages |
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Definition
Most traditional method
Considerable saving of time & money
Convenience for respondents because they determine when to answer the questions
Greater assurance of anonymity
Standardized wording
No interviewer bias
Access to respondent not readily reached in person
Opportunity for respondents to take time to gather information needed to complete the questionnaire |
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Term
| Mail Survey -- Disadvantages |
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Definition
No control over who responds
Low response rate
No assurance of an unbiased sample (based on who responds)
Lack of control over the conditions
Did intended respondent really respond or someone else?
Lack of flexibility on how question are asked (if they don’t understand)
Difficult to get and maintain current mailing lists |
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Term
| In-Person Survey-- Advantages |
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Definition
Higher response rate
Greater flexibility with dealing with respondents
More control over the conditions
Increase control over the order & completeness of questioning
Opportunity to “observe” & record reactions |
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Term
| In Person Survey - Disadvantages |
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Definition
Increased costs
Tendency for respondents to respond differently to the interviewer (prestige bias)
Greater inconvenience imposed on respondents
Less anonymity
Increased difficulty in contacting selected sample
Negative reactions from misuse of survey approach
Potential for interviewer bias |
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Term
| Telephone Survey -- Advantages |
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Definition
Faster
More cost-effective
Greater anonymity |
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Term
| Telephone Survey -Disadvantages |
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Definition
Problems with sample selection
Computer-assisted random-digit dialing
Low rate of “usable” numbers
Answering machines
High refusal rates |
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Term
| Online Survey -- Advantages |
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Definition
Inevitable wave of the future
May include graphics-based questionnaires
Greater convenience for the respondent
Greater efficiency for the researcher |
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Term
| Online Survey-- Disadvantages |
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Definition
Obtaining adequate sampling frame or e-mail lists
Low response rates
Junk mail filtering services
Requires a new method of calculation online response rates that account for non-respondents who never even see the initial request to participate in a survey |
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