OBJ 2-CORP COMM UNIT1 (BENEFITS OF BEST PRACTICES IN PR RESEARCH (Not just…
OBJ 2-CORP COMM UNIT1
BENEFITS OF BEST PRACTICES IN PR RESEARCH
Not just about doing it right, there are also specific business advantages - Generating highly reliable results, more than just providing info, results that:
Improve decision-making based on availability of highly reliable data
Yield a potential database to allow comparison of findings from case to case.
Implementing best practices
-It must be core part of PR program.
-Ideally with one person charged with managing the process.
Article: Michaelson & Mcleod
Background = To give
research before planning
monitoring during planning
evaluation after implementation
BEST PRACTICES IN PR RESEARCH
9 best practices
to perform business that can serve as foundation for establishing a standardized set of measure for PR - in 2 broad areas:
A) The use of
specific research methods & procedures
2. Rigorous research design
that meets highest standards of research methods & ensures reliable research results
Can study findings be replicated through independent testing; well defined sample; qualitative research used appropriately?
3. Providing detailed supporting documentation with full transparency
Is research method described fully? ;
Is questionnaire & data collection instruments available for review?
Is full data available if requested?
NB to state how research was conducted as it
clear understanding of the issues measured
detailed description of the audience
Provides info to replicate study
Setting clear & well defined objectives
Is info clearly articulated
B) The application of measures that examine the
quality & substance of PR activities
4. Demonstrating effectiveness
Is research designed to show potential impact of message/program?;
Is research designed to function as benchmark to gauge future performance?
basic measures of awareness, knowledge, interest or relevance and intent to take action need to be considered for inclusion in research
5. Linking outputs & outcomes
Does research examine entire PR process?
NB to take into account that PR activities aim to have an impact on the audience & that the media is only an intermediary in this process.
6. Developing better comm programs
Is diagnostic element built into research to provide insight & direction to improve program performance. - Research does not only measure performance, it also gives insight into comm objectives & target audiences. It
of PR programs &
identifies corrective strategies
. It is a
diagnostic, feedback-orientated tool
. Is research conducted early in program?
7. Demonstrating impact on business outcomes
How did PR effort contribute to overall success?
Did product sell?
Were attitudes changed?
Did reputation improve?
Research is aimed to improve comm programs, but the real goal is to have an impact on business objectives. Thus, it must be
aimed at evaluating CC performance (outcomes)
also to look at variables such as reputation, trust
linked to business objectives.
8. Cost effectiveness
Did research enhance effectiveness of PR efforts?
9. Applicable to a Broad Range of Activities
Is info gathered applicable to other areas?
USED TO INFORM A COMMUNICATION STRATEGY