Transcript To Describe or To Measure? That is the Question

“In God We Trust; All Others Bring
Data.” – William Edward Deming
Message-Candidate-Campaign
Why Research?
• “The main point is to use science to back it
up, not just your gut.” – Molly Gort, NHL
social media manager
• Research is #2 on the list of skills prospective
employers want entering public relations and
advertising professionals to have…
• #1 is effective and persuasive writing
A Seat at the Table?
• Business, Non-Profit Political Leaders are
Demanding Data in our 24/7/365 Digital World
• Instinct, Hunches and Guesstimates Have Little
Credibility
• Need to Achieve Credibility with Management
Communications Choreography
• Research
• Planning
• Communication
• Measurement
Why is Research So Important?
• To Be Strategic (Best Use of Limited
Resources)
• Target the Right Audiences
• Get More Bang for Your Buck
– Avg. Cost of Super Bowl Ad; $3.8 million
• Use the Right Communication Channels
• Build and Safeguard Reputations
“The Next Big Thing is Already Here”
• Generating Favorable Publicity/Ads
– Earned Media
– Paid Media
• Monitoring the Competition
• Preventing Crisis/Avoid Incorrect Decisions
• Measuring Success
Qualitative vs. Quantitative
• Qualitative – Soft; To Describe
– Focus Groups
– In-Depth Interviews (Coded)
– Ethnographic Research (e.g., Taylor’s)
• Quantitative – Hard; To Measure
– Telephone Surveys
– Internet Surveys
– Intercept Surveys
– Piggyback Surveys
Primary and Secondary Research
• Primary – New and Original Descriptions
and Measurements
• Secondary – Review of Existing Literature
and Data Bases
Corporate vs. Government Research
• Applied Research – Existing Knowledge for
Specific Purpose
• Basic Research – To Expand Human
Knowledge
• Predictive Research – Weigh Changes (e.g.
economy)
Campaign Research/1982-1986
• Moderated Focus Groups to Test Political Ads
(Qualitative)
• Conducted Statewide Surveys to Measure the
Effectiveness of the Ads (Quantitative)
• Surveyed on a Daily Basis to Measure Day-toDay Movements in Voter Sentiments (Rolling
Tracking; Quantitative)
• We WON! We WON!
Quick Definitions
• Subject: Person, Object, Practice or
Process Being Observed
• Variable: What Can Change in Research
– Independent Variable (e.g. Advertising)
– Dependent Variable (e.g. Customer
Response as a result of Advertising)
– Intervening Variable (e.g. Reduced
Public Relations budget)
And More…
• Hypotheses What You Expect to Happen
• Null Hypotheses What Happens That You
Don’t Expect
• Sample A portion of the population being
studied
It All Starts with Research; And
Ends with Evaluation
RACE Model
• Research
ROSTE Model
• Action Planning
• Objectives
• Communications
• Research
• Strategies
• Tactics
• Evaluation
• Evaluation
10-Step Strategic
Communication Planning Matrix
• 1. Background: Synthesis of
primary/secondary research
• 2. Situation Analysis: Current State of
Affairs; Challenge
• 3. Core Problem; Opportunity
Action Planning/
Strategies/Tactics
• 4. Goals and Objectives
• 5. Messages
• 6. Strategies/Tactics
Calendar and Budget
• 7. Calendar
• 8. Budget
9. Communication Confirmation
Table/10. Evaluation
– Key Public
– Self Interest
– Primary Messages
– Influentials
– Objectives
– Strategies
– Tactics
10. Evaluation Criteria