TOW # 4

Research for developing effective PR campaign:

What are some of the ways that research can be used to develop an effective Public Relations campaign?  We must discuss the importance and role of research in terms of the strategic planning process. In other words, it helps to define the audience, determine the message ,and the overall strategy.

Research is the process of gathering information for organizational use, or personal use. Research is a form of controlled, objective, and systematic gathering of information.In order to to convey any information to the public, it must be factual and concise. From a Public Relation stand point, without research you would be operating in the dark. 

Primary Research:

This is very important research which involves conducting original data through questionnaires, one-to-one interviews, telephone interviews, focus groups, blogs etc. This research helps you answer specific questions, but it's very expensive.
Example: if you are writing about the Winnipeg Jets involvement in a social cause; one of the best ways to learn about the Jets players is to go, talk to them, and observe their behavior.

Secondary Research:

Secondary research is reviewing the existing research ; for example, by statistics Canada where the research, is typically more general. There are many resources like :Books, journals, and newspapers. Further sources can include websites from various sources ,professional journals ,and official organizations.
Example: Documentaries on National Geographic Channel are source of information. Statistics Canada has published statistics on census and housing in Canada.    

Qualitative Research:

One of the methods of qualitative research is focus groups. Focus groups is an in-depth interviews to get the particular data. The output will be very specific. This helps in delivering key messages for specific audience using their interests. This is a primary data, as mentioned above.

Example: Research conducted on examining the childcare practices, and issues experienced by the low-income construction workers in India. It is concerned with understanding varied aspects relating to problems that construction workers, as parents, face while bringing up their children in  small construction company.

Quantitative Research:

In quantitative research there are data a variety of techniques like: e-mail, fax, face-to-face, mail, mall intercepts, telephone, and web-sites. This is more focused for general audiences / masses. Thus, effective strategy can be decided for particular demographics, age, culture, location, etc. This is secondary data ,as illustrated in secondary research.

Example : Cellular service providers; Fido, Rogers sends e-mail, phone calls, website interaction with customers and asks them the feedback about new schemes and packages.

Why research is needed :

1. To collect appropriate information to do the job more effectively.

2. To gain data regarding the views of key target audience.

3. To track programs, competition, actions or events that are important to 

    achieve the ultimate goals of the organization.

4. To analyze current statistics, and projecting future challenges in  

    maintaining or increasing the target audience.

5. To evaluate the effectiveness of a particular publics by measuring 

    outputs and outcomes against a predetermined set of objectives.

6. Dealing with unexpected crisis, put the issues involved into proper 

    channels through emergency screening.

7. To provide appropriate support in promoting a specific program, 

    and event through the most effective communication medium.

8. To figure out the interests of the audience, key message, and strategies

    to improve the goal of the organization.

Thus, the effectiveness of the above mentioned research process, can incorporate a 'SWOT' (strength, weakness, opportunity, and threats) approach to the analysis for your public relations campaign. Finally, you achieve S.M.A.R.T. goals. It is really up to you which research process you adapt to target your desired audience.