Types of Public Relations Campaign Research
Primary Research
In-depth interview
Focus Groups
Field observations
Direct consumer observation
Telephone, postal mail, and e-mail monitoring
Surveys
Telephone, mail or in-person
Archival Research
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External pieces - Clients newsletters, annual reports or other publications
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Internal pieces - board meeting minutes, memoranda
Sometimes clients are reluctant to share this information due to confidentiality or intellectual property
sensitivities.
Client Interviews
Mass Media Sources
Newspaper and magazine articles
Radio and television broadcasts
Case studies
Databases and Internet Sources
Helps to track social issues
Provides insight into competitors
Access is free or inexpensive
Can produce valuable leads
Research enables you to understand:
Situation
Objectives
Informative
Motivational
Audience
Demographics
Psychographics
Strategy
Tactics
Timetable
Budget
Evaluation
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