Public Relations Campaign Preparation
Research is vital to a successful public relations campaign.
Research is used to:
Determine key audiences
Set research objectives
Determine tactics and strategies
Sets a benchmark for measurement
Preliminary questions you need to ask are:
What is the problem or opportunity?
What kind of information is needed?
How will the results of the research by used?
What specific public(s) should be research?
How will the data by analyzed, reported and applied?
How soon are results needed?
How much will it cost?
When you conduct and utilize research you:
Achieve credibility with management
Define publics
Formulate strategy
Test messages
Help management keep in touch
Prevent crisis
Monitor competition
Sway public opinion
Generate publicity
Measure success
There are four questions that you should ask to help define the problem or opportunity you face:
1. Question of Definition - what are you attempting to observe about a person’s attitude toward a particular
person or product
- Do you like Coke or Pepsi better?
- Why did you vote in this year’s election?
2. Question of Fact - compares between groups
- How many 24 - 35 year olds watched the Olympics?
3. Questions of Value - asks how good or bad something is?
4. Questions of Policy - asks what should be done based on the information gathered from the questions
above.
What You Need for Your Campaign
Identify the Account Supervisor
Presentation to be delivered on Dec. 16.
Presentation
Research
Situational analysis
Goals and Objectives
Key Messages
Tactics
Measurement
Next --> Public Relations Campaign Research
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