Research in Public Relations

1. Stages of research

Research is a “ careful investigation” or a diligent inquiry into any subject, its aim is to explain, predict, control. Research in PR is one of the form of gathering information and its analysis. Research methods are different, they depend on some factors: timing of PR campaign and its budget.

Starting the research, PR executive should take into consideration the following questions:

1. What problem should be tackled;

2. What information is required and what analysis will be made;

3. How and when the research results will be used;

4. What group of auditorium is required;

5. What is the research budget.

Answers will help to develop a strategy: to work inside the company or outside; to work with all community or with target group.

2. Research’ sources

Research methods may be based on secondary sources (вторичные источники): ready *information ___________________________________________________________

**or primary sources (первичные источники)

The PR researcher customarily gather new and original information rather than relying on printed source material

Primary sources: interview is used for **_____________________________________

One of the method is intercept interviewing: it takes 2-5 minutes.

Target interviewing is used for more important PR –campaigns (for example, finance for charity): well- known persons or leaders are interviewed to show the campaign importance.

***Focus groups

Pilot research – may be used to check questioning and message impact in a small group or target auditorium.

Quantitative research - random sampling method (метод случайной выборки), laws of probability, mathematical statistical techniques help to make more precise and meaningful the results of investigation.

3 Glossary

To rely upon – полагаться на

Intercept interviewing- интервью в местах продаж

Evaluation- оценка

Target interviewing - целевое интервью

Pilot research- “пилотное” исследование

Поиск по сайту: