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Public Relations Research

Public Relations Research. Accreditation in Public Relations (APR) Prep Session Part I Sponsored by the PRSA Detroit Chapter Presented by: Linda Hagan, Ph.D., APR Taped: April 2017. Your Presenter. Linda Hagan, Ph.D., APR. Overview of this Session. Importance of Research

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Public Relations Research

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  1. Public Relations Research Accreditation in Public Relations (APR) Prep Session Part I Sponsored by the PRSA Detroit Chapter Presented by: Linda Hagan, Ph.D., APR Taped: April 2017

  2. Your Presenter Linda Hagan, Ph.D., APR

  3. Overview of this Session • Importance of Research • Research Process • Research Terminology • Key Research Methods (section 1) • Key Research Methods (section 2)

  4. Part IThe Importanceof Researchin PR Practice

  5. Research in APR Exam 30% A Few of the Key Competency Areas: Control analysis Researching, planning, implementing, & evaluating campaigns (RPIE) Analytical skills Evaluation of programs Basic Research Applied Planning ability

  6. Research, simply • Asking questions • Listening • Reading • Measuring • Diagnosing

  7. Strategic & Effective Public Relations should • Begin with • End with • Throughout include Research

  8. Elements of the Complete Public Relations Program 1. Research 2. Planning 4. Evaluating 3. Implementation RPIE Process 4-Step Process RACE Method

  9. Elements of the Complete Public Relations Program 2. Planning: Strategy Development “What should we change, do, and say, and why?” 1. Research: Defining the Problem “What’s happening now?” 4. Evaluating:Evaluating the program “How are we doing, or how did we do?” 3. Implementation:Executing Strategy, Taking Action & Communicating “How and when should we do something and how should we say it?”

  10. Examples of How Research Can Help • Pinpoint the problem • Help find effective remedies • Define audiences – segment publics • Formulate strategy

  11. Examples of How Research Can Help • Test messages • Help management stay in touch • Save your organization $$$ • Prevent crises • Sway public opinion

  12. Examples of How Research Can Help • Monitor competition • Generate publicity • Measure success • Achieve credibility – speak “language” • Advance your career!

  13. In Summary, Research Can Help You • Strategize • Substantiate your claims • Make informed decisions It’s important! Do it before, during, and after Sanchez, C. (2013, Sept. 24). “3 Reasons why research is crucial to effective public relations. Retrieved from: http://www.Weber Shandwickseattle.com

  14. End of Part I Please go to Part II: The Research Process

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