Research and Planning (5, 6)

Chapter 5

Research is the first steps or groundwork to communications strategies, and is required at almost every strategy level. Research achieves credibility with management, defines/segments audiences, helps to formulate strategy and test messages, prevents crises, and helps management keep in touch, it monitors competition, sways public opinions, and generates publicity. Research may be primary or secondary, qualitative or quantitative. Primary research involved the PR firm directly contacting its target audience via focus groups, interviews, surveys, and observation. Secondary research is when the PR professional analyses research data that comes from another source such as the government or other firms. This may be in online databases, speeches and policy statements, or from the internet. Qualitative research focuses on attitudes and perceptions, and may include content analysis, interviews, focus groups, copy testing, and ethnographic techniques. Quantitative research is based in facts and figures, and relies on precise, scientific polls and surveys. Proper survey creation and distribution is critical, as they want to make sure they reach their audiences and gather the necessary information that will be helpful to the firm.