Download COM317.800

COM317.800
Taejin Jung, Ph.D.
Week 3 : Management of
Research in PR
What is Public Relations?

“Management of Credibility”

“The management of communication between
an organization and its publics” by Grunig & Hunt

“The management function that identifies,
establishes, and maintains mutually beneficial
relationships between an organization and the
various publics on whom its success or failure
depends” by Cutlip, Center, & Broon
Entities & Publics

Entity = Organization

Publics
- “Who is it I am researching?
- Target population > Target public > Target audience

Target Publics
- External publics
- Internal publics
- Intervening publics
Continuing Cycle of Research
Defining PR
Problems
(What’s happening Now?)
Evaluating
the Program
Planning
& Programming
(How did we do?)
(What should we do and why?)
Taking Action &
Communicating
(How and
when do we do and say?
General PR Research Assumption
1.
The decision-making process is basically the same
in all organizations
- Management by Objectives (MBO)
2.
Research can be divided into a few general
phases
- Set objectives: secondary research
- Determine strategies: secondary research
- Evaluation: formal & informal research
►Program refinement: ongoing research
3. PR research should be based on “theory”
MBO (Management by Objective)
1.
Define the problem
4
- Negative perception?
- One-time project?
2.
- Written tactics
- Visual tactics
- Verbal tactics
Set objectives
- Informational
- Motivational
- Behavioral
-Set strategies and tactics
3.
Plan the program/campaign
5.
- Establish timeframe
- Gather effectiveness data
a. prior
b. during
c. after
Define publics
- Entire publics
- External publics
- Intervening publics
- Internal publics
Execute program/campaign
6.
Evaluating objectives
- Entire program/campaign
- Informational objectives
- Motivational objectives
- Plan reevaluation
Establishing the Research Program
1. Environmental monitoring/scanning
2. Stating the research problem
- Nature of the problem & potential causes
3. Stating objectives
- Goal vs. Objective
- Informational objectives
- Motivational objectives
- Behavioral objectives
Attitude
Motivation
Behavior
Establishing the Research Program
4. Creating strategies to achieve objectives
5. Creating evaluation strategies
Pretest
Monitor Progress
Posttest
(Outcome)
* Outcome: Relationship between tactical strategies and outcomes
Exercise

The Designated Driver Campaign
- Winterson & DeJong
→ Using General MBO approach