One market researcher's take on the relationship between PR and market research - some do's and don'ts and thoughts on the future of PR and its measurement.

1. The Measure of PR
An Amárach Research Presentation
February 2010
© Amárachof PR
The Measure Research 1

2. 1. Using Market Research
do’s and don’ts
2. PR and MR
beyond the press release
3. The Future of PR
persuasion is power
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3. 1. Using Market Research
do’s and don’ts
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4. It Depends
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5. The Tool Box
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6. The Palette
Aware
Conscious Private feelings
Direct and indirect questions Enabling
Will Wont
Divulge Divulge
Laddering, projective and
enabling. Projective
Subconscious Unconscious
Not
Aware
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7. As Easy as A to PR
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8. Show Me The Numbers
Methodology Matters
Sample Matters
Timing Matters
Significance Matters
Interpretation Matters
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9. Do’s & Don’ts
Don’t:
Make up the research (!)
Use pretend research (phone ins)
Ignore/not report methodology
Forget qualitative research
Do:
Be clear why you’re doing it
Involve MR agency AND client
Use an AIMRO agency
Maximise the ROI on your MR
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10. 2. PR & MR
beyond the press release
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11. New Responsibilities
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12. Beyond Spin
People know when they are being
sold to (and sometimes they like it!)
But we are all a lot older and wiser
and nobody likes having their
intelligence insulted (‘the middle-
aged doubt everything.’ O. Wilde)
Businesses (and others) need to
restore trust, and PR will play a key
role in doing so
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13. All About Trust
Trust implies a prediction of future behaviour ...
In the absence of trust, everything is risky ...
Reputation influences the degree of trust ...
A benign economy makes it easier to trust ...
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13

14. Long Way Back
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14

15. Mood Matters
We are ... ?
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16. AIB-Amárach Recovery Indicator
30
27.1
25
20 19.6
17.8 18.4 17.8 18.3
16.3 17
15 15
10
8.3
5
0
Apr '09 May Jun July Aug Sept Oct Nov Dec Jan '10
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17. Credible ‘Co-Branding’
Monthly ‘Story’
‘Self’ Analysis
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18. The Mood of the Nation
70%
60%
50%
40%
30%
20%
Enjoyment Happiness Stress Worry
10%
0%
Apr '09 May Jun Jul Aug Sept Oct Nov Dec Jan '10
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19. Global ‘Story’
‘Local’ Interest
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20. The Measure of PR 20

21. The Measure of PR 21

22. The Measure of PR 22

23. Go Further
MR is not just for press releases:
Use comparisons (e.g.: Irish survey
equivalent of existing international
surveys you don’t have to pay for!)
Use trends (people like a story)
Make a commitment (tune in for
next month’s/quarter’s/year’s
findings)
Use a partner (co-credibility)
Think big: it’s cheaper than you
think to do international research ...
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24. 3. The Future of PR
persuasion is power
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25. The conversation has already started
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26. Life Online
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27. Mad Women
Advertising Spend by Media
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28. The 5 ‘Rs’ of PR
Reach
Recall
Reaction
Relationship
Return
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29. QuickTime™ and a
decompressor
are needed to see this picture.
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30. The Measure of PR 30

31. Be Awesome
(you’ll get noticed*)
*http://www.nytimes.com/2010/02/09/science/09tier.html
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32. Amárach Research
11 Kingswood Business Centre
Citywest Business Campus
Dublin 24
T. (01) 410 5200 E: gerard.oneill@amarach.com
The Measure of PR W: www.amarach.com B: www.amarachresearch.blogspot.com 32

33. Appendix: About Amárach
We are Ireland’s largest independent market
research agency, in business since 1989.
3 rd March 2009
We focus on delivering two key benefits to our Welcome to the latest edition of consumerforesight from Amárach Research. We
clients: have set out to make consumerforesight a more interactive and informative
research and planning tool for subscribers. Feel free to invite others to register
for our free eLetter on our home page.
1. Consumer Foresight
– using research to say ‘what next’. Two months gone, ten to go. Like Keith Richards, we‟re all at the
stage of “it‟s good to be here – it‟s good to be anywhere”. But it
is tough out there. Against a background of industrial unrest
(even the Gardaí are protesting!), we shouldn‟t be surprised if
2. Business Insight consumers are on something of a „go slow‟ themselves.
– using research to make business decisions. But it won‟t last. It‟s too early for green shoots, but as time goes
by people will want to buy: especially those still in secure jobs
who are faced with extraordinary bargains in shops, hotels and
car showrooms. Irish consumers don‟t really do hair shirts.
When we have money we can afford to spend then we‟re usually
We provide the full array of market research inclined to spend it: assuming we‟re getting good value and not
being ripped off.
services including: Don’t forget: for every person in Ireland with a mortgage,
loan or ‘maxed out’ credit card there is another person
without any debt (at all). W hat are you doing to tap the
‘worried well’ market?
- Quantitative: face-to-face, telephone, web
- Qualitative: focus groups, in-depths, ethnographic Before you embark on a new brand or Business is about passion: so for that matter is
- Field Only: for international & domestic agencies business just remember Seth Godin‟s
three things you need read more
the economy – check out some wise words on the
role of passion in success read more
With the world all „a-twitter‟ don‟t forget How not to do food marketing: quite possibly the
the future is on the TV read more worst food in the world read more
It‟s all down to psychology – an Amárach Optimistic people are healthy and happy – even
Register for our free fortnightly eletter presentation on how Irish consumers will
lead us to recovery read more
when the economy is collapsing around them:
what are you doing for optimism? read more
consumerforesight at: www.amarach.com
Amárach Research will present a paper on „Life Online 2009‟ at Comreg‟s ICT Research conference on 12 th
Read our daily blog:
www.amarachresearch.blogspot.com
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