The Four Step Process:Research, Planning, Implementation, Evaluation : The Four Step Process:Research, Planning, Implementation, Evaluation Jackie O'NealIndependent Practitioner's Alliance (IPA member)O'Neal Media Group
Slide 2 : The Four Step Process
Research : Research Create a Problem Statement to ascertain "What is happening now"?
A problem statement consists of a description of the problem encapsulated in a brief paragraph.
Written in present tense
Describe the situation in specific and measurable terms.
Breakdown of 6 W's and 1 H : Breakdown of 6 W's and 1 H What is happening now?
What is the source of concern?
Where is this problem?
When is it a source of concern?
Who does it involve or affect?
How are they involved or affected?
Why does it concern the organizations and its publics?
Research Terms: : Research Terms: Primary
Persons who are involved in some way with what is being studied
Secondary
Sources include books, articles and journals
Formal
Qualitative and quantitative (Qualitative includes historicaland legal research-informative but not measurable) whereas,quantitative includes experimental research done in a lab, or surveyresearch done in the field. It produces measurable results.
Informal
Scientific Method
(Formulating a Hypothesis, Testing and Revising)
Need to have an understanding of the pros and cons of each
Planning: 10 Step Process : Planning: 10 Step Process The process starts after you know what you want to accomplish and the expected outcome• Overall Goals• Target Audiences and Publics• Objectives For Those Audiences• Strategies• Tactics• Activities• Evaluation• Materials• Budget Items• Timetable and Task List
Definition of Goals, Objectives, Strategies and Tactics : Definition of Goals, Objectives, Strategies and Tactics Goal
A desired outcome of a plan of action
Objectives
Milestones that measure progress toward achievement of a goal –need a percentage, or some other measurable outcome, behavioraloutcome, a public, and a timeframe
Strategy
Well designed plan to affect outcome and not showingspecific actions to achieve objectives
Tactics
Specific activities undertaken to implement strategies
Surveys and Polls: : Surveys and Polls: You don't have to spend a fortune or go broke when designing and carrying out public relations research and measurement projects. To save money, consider piggyback studies, secondary analysis, quick-tab polls, internet surveys, or intercept interviews. Mail, fax and e-mail studies are good for some purposes. Or, do your own field research. -Walter K. Lindenmann, Ph.D.
Informal methods: : Informal methods: Focus groups
Interviews with editors and key opinion leaders
Phone or e-mail surveys
Internet surveys
Representative samples may entail contracting an outside firm in order to get reliable judgments and results.
Determining Sample Size: : Determining Sample Size: Bigger is better and consulting with persons who conduct research on aregular basis is advised.
Survey Construction:
Work closely with a survey firm
Attempt triangulation
Use several methods that concentrate on answering the same questions
Avoid seeking information unless it is relevant to the study
Pre-test surveys before launching
Excerpt from the Summer 2008 issue of The Public Relations Strategist: : Excerpt from the Summer 2008 issue of The Public Relations Strategist: " Along with planning, execution and evaluation, research is a required campaign component for all Silver Anvil entries. While web-based searches and media analyses remain among the most prevalent research techniques, about 60% of Silver Anvil campaigns also gathered input directly from target audiences. The research was both formal and informal-proving it doesn't always require significant resources to get valuable information to effectively shape a campaign's goals, strategies and messages." -Kelly Womer, APR, ABC Secrets of Their Success The Public Relations Strategist