Professional Documents
Culture Documents
An International Perspective
Priority Issues
in Public Relations
Jim Macnamara
BA, MA, FPRIA, AFAMI, CPM
Any publicity
is good
publicity
Trust me.
I’m a
communicato
r.
70
60
50
40
30
20
10
0
Too expensive Not wanted Too time Don't know Concerned
intensive how about results
1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Media Relations Reality Check
Australia
Internet survey of 4,200 members of PRSA,
Fax: 61 2 9698 1032 USA, 2001
Tel: 61 2 9698 1033
E-mail: info@masscom.com.au Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Reasons for Lack of Research
58%
45%
43% 43%
27%
6%
Advertising 67%
Sales Promotion 68%
Direct Marketing 65%
Public Relations 28%
0 10 20 30 40 50 60 70
? ? ? ?
ADVANCED
Measuring:
LEVEL 3 Behaviour change
Attitude change
Opinion change
INTERMEDIATE
Measuring:
Retention
LEVEL 2 Comprehension
Awareness
Reception
OUTPUT
Measuring:
Target audience
LEVEL 1 reach
Impressions
Media placement
Watson’s Continuing Model
INPUT STAGE
1. Planning & Preparation
OUTPUT STAGE
2. Messages & Targets
3. IMPACT STAGE
Awareness & Information
4.
EFFECT STAGE
Motivation & Behaviour
Tactical feedback
Management feedback
IPR PRE Process
Audit Setting
Where are
we now? objectives
Where do we
want to be?
the PRE
Results &
evaluation
How did
process
we do? Strategy
& plan
How do we
get there?
Ongoing
measurement
Are we
getting there?
Number who understand messages..……………………………… Focus groups; Interviews; Complaint decline; Experiments
Number who retain messages …….………………………………… Interviews; Focus groups; Mini-surveys; Experiments
Number who consider messages ……....….. ………………………… Response mechanisms (1800, coupons); Inquiries
OUTPUTS Number & type of messages reaching target audience ……………………… Media Content Analysis; Communication Audits
(Process & program Number of messages in the media ……………..….`…………………… Media Monitoring (clippings, tapes, transcripts)
evaluation) Number who received messages ………………...……………………….. Circulations; Event attendances; Web visits & downloads
Number of messages sent …………………………………..……………….. Distribution statistics; Web pages posted
Quality of message presentation …………………………………………………. Expert analysis; Peer review; Feedback; Awards
Appropriateness of message content …………………………………….………….. Feedback; Readability tests (eg. Fog, Flesch); Pre-testing
INPUTS Appropriateness of the medium selected ………………………………………….…….. Case studies; Feedback; Interviews; Pre-testing (eg. PDFs)
(Formative
research) How does target audience prefer to receive information? …………….…………..……… Academic papers; Feedback; Interviews; Focus groups
What does target audience know, think, feel? What do they need/want? ………………… Observations; Secondary data; Advisory groups; Chat rooms
& online forums; Databases (eg. Customer complaints)
Surveys
(A)
OUTCOMES (B)
Interviews (self administered)
Feedback forms/mini surveys (eg.
(C)
at events, in publications)
Dates
®
Version 2.0 COMaudit
xxx
100
90
80
70
60
50 2000
2001
1st floor, 87-97 Regent St 40
30
Chippendale, NSW, 2008 20
10
Australia
0
Fax: 61 2 9698 1032 Awareness of
restructure
Support
restructure
Prefer new
structure to old
Tel: 61 2 9698 1033
E-mail: info@masscom.com.au Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Conclusions – Call to Action
International intellectual leadership by IPRA
National PR bodies should make research &
evaluation a top priority in training
Educators should increase focus on
research in PR & communication courses
Practitioners need to rise to the challenge
To be COMMUNICATORS
Achieving demonstrable OUTCOMES