Research is vital for the development and success of a PR campaign. This step allows professionals to gather an understanding of what kind of research methods are necessary to collect valid research. The two types of research used within PR and strategic communications are applied research and academic research. Strategic Planning for Public Relations by Ronald D. Smith defines applied research as " deals with practical problems faced by organizations and guides effective resolution of such problems." This definition supports the overall goals necessary for a successful campaign. PR professionals assist clients intending to help solve issues prevalent within their organization which goes hand in hand with applied research and its benefit for a drive.
Research can be overwhelming and tedious, so to combat the daunting task of research, there are different methods to gather information. Each method has a unique ability to provide essential data. Many professionals use focus groups, surveys, and content analysis during the research stage of a campaign.
Focus (Group) People!
The overall purpose of a focus group is to " gain insight into the experiences and perspectives of various stakeholders, such as program participants, customers, or employees of an organization." Focus groups are made up of people who share similar traits and participate in discussions with a facilitator asking questions to gather valuable information. In a focus group, you can receive information about their experiences, feelings, and beliefs. An in-person perspective provides a quick way to gather information, whereas other research methods cannot provide this data. A focus group study usually consists of 10 participants. This method is beneficial to applied research because it allows individuals from the public to uncover their thoughts and hear ideas on solutions and problems at hand. An essential part of a campaign is to listen to your audience and their feelings towards the organization, which a focus group does, and much more.
A Full Send of Surveys
Surveys are the ultimate data catcher. Most importantly, surveys gather quantitative data. Surveys can accommodate large groups of people with professional wishes to reach. A survey can pick a number scale showing interest in specific areas using scales, short-answer questions, and multiple-choice options. Surveys are accessible and affordable. It is a reliable research method that allows PR professionals to use a cost-effective research type. Surveys can provide an organization with insight into trends in past and future concerns.
Collecting Content for Content Analysis
Content analysis is the last research method used by most PR professionals. Strategic Planning for Public Relations defines content analysis as "a quantitative research technique based on unobtrusive and after-the-fact analysis of a set of media artifacts such as a newscast, editorials, tweets, blogs, or articles on a particular topic." Content analysis allows the researcher to dive deep into an organization's reputation and public image by assessing communication trends, social media, and themes. A PR professional must have full awareness of the organization's communications efforts to begin an effective campaign.
Sources:
Kuhn, G. (2022, September 28). The PR Pros Guide to Public Relations Surveys in 2020. Www.driveresearch.com. https://www.driveresearch.com/market-research-company-blog/pr-polling-how-to-use-surveys-for-brand-awareness-and-lead-generation/
Lotich, P. (2011, August 16). What are the Purpose and Advantages of Focus Group Interviews? Social Media Today. https://www.socialmediatoday.com/content/what-purpose-and-advantages-focus-group-interviews
Smith, R. D. (2020). Strategic Planning for Public Relations (6th ed.). Taylor & Francis. https://online.vitalsource.com/books/9781000201468
Comments