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PR Ch2 Research

The document discusses the importance of research in public relations (PR), outlining the RACE model which includes Research, Action, Communication, and Evaluation. It emphasizes the need for thorough input analysis, defining problems, and understanding public opinion through various research methods such as surveys and interviews. Additionally, it highlights ethical considerations in conducting research, ensuring honesty and accuracy in information gathering.

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Duong Thuy
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49 views17 pages

PR Ch2 Research

The document discusses the importance of research in public relations (PR), outlining the RACE model which includes Research, Action, Communication, and Evaluation. It emphasizes the need for thorough input analysis, defining problems, and understanding public opinion through various research methods such as surveys and interviews. Additionally, it highlights ethical considerations in conducting research, ensuring honesty and accuracy in information gathering.

Uploaded by

Duong Thuy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

HOCHIMINH CITY OPEN UNIVERSITY

PUBLIC RELATIONS (PR)


VÂN THỊ HỒNG LOAN
M A , D r, U n i s a

Head
School of Advanced Study
HCMCOU
PUBLIC RELATIONS

CHAPTER 2

PR RESEARCH

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CHAPTER CONTENTS

RACE
RESEARCH BEFORE
PROGRAMS
EVALUATION AFTER
PROGRAMS

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RACE
Research

Analysis &
Planning Output Situation
Outcome

Communication Action Strategy


& Action

Evaluation

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Source: Effective PR, 2006


RESEARCH
BEFORE
PROGRAMS

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RESEARCH

*Input: Importance to put in


programs
*Output: Number of Events, No. of
leaflets, brochures, participants,
etc.
*Outcome: Understanding,
Attitudes, behaviours, etc.

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INPUT

*Define problems/ Any opportunity


§What are problems
§SWOT Analysis (strengths, weaknesses,
opportunities, threats).
*Public opinion/Attitude
§who, where, characteristics, etc
*PR tools & Media channels

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CONSIDERATIONS

TIME

RESOURCES BUDGET

HUMAN RESOURCES

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CONSIDERATIONS

AIMS

RESEARCH QUESTIONS

METHODS

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RESEARCH METHODS

Primary: by your Co.


Secondary: use data by others
conducted
Informal: Vietnamese PR firms
Formal: Not popular in VN

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RESEARCH METHODS

Surveys
§Collect information about Publics’
understanding, attitude,
viewpoints, trust, v.v.
§Questionairs
§Letters, Emails, Phone, Internet

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RESEARCH METHODS

In-depth interviews
Focus group
(8-15 people have the same
attributes)

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RESEARCH METHODS

Case study
§Specific cases
§Evaluate any problems or positive
issues
Document Analysis
§Previous programs/campaigns
§Define strong & weak points

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RESEARCH METHODS

Feedback
§Requests, complaints, compliment,…
§Phone, Internet, etc.
§Information for the next project
Media monitoring
§Media coverage: how many audiences,
how many times.

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ETHICS IN RESEARCH

PR practitioners
should be:
Honest
Accurate information

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ETHICS IN RESEARCH

Inform research procedure


Research reports exactly
Research participants privately
Say “No” if cannot research

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COPYRIGHT BY VAN T H LOAN
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