Types of research in public relations.

1. RESEARCH IN
PUBLIC RELATIONS
Getting started

2. Mohammad Shihab
Communication Studies Lecturer at
President University, Cikarang,
Indonesia
E-mail: Shihab@president.ac.id

3. PR Roles
Communication
technician
Communication
manager

4. Research is thorough and systematic
investigation aims to discover or add knowledge or
facts or general rules.

5. Research is the main to
any successful public
relations, communications
and/or marketing efforts, not
only in the business world,
but also in the non-profit and
government sectors.

6. The Important of Research in PR
If you want to be more knowledgeable about the client, identify the target
audience or just trying to find that leading recorded or reporter to cover the
new product launch, and do a little homework could go a long way.

7. Research is the key
to any successful public relations works because it’s important to
know a customer’s needs, target market, and available resources in
order to draw up a good PR strategy for any cases or campaigns.

8. The purpose of PR research
is to allow us to develop strategy in public relations in order to conduct
our campaigns with specific purpose and targeted goals, operate as a
part of the overall strategic management function in an organization,
and measure the effectiveness of public relations efforts.

9. Knowing your
consumer
Finding your
market
Selecting
your media
Making your
field

10. Research in Public Relations
help describe the overall situation, process or phenomenon that can affect the
business, if the public, media or company stakeholders develop unfavorable
opinions of the company

11. Formative Evaluation
Effective
PR
Planning

12. Public relations research notifies the department
why and how to solve and fix
the problem.

13. Objective of PR Research
• To gather information that public relations professionals want to have and to know to do their works
more effectively.
• To obtain benchmark data about the views of key goal audience groups.
• To plan, improve, or perhaps refine a public relations, public affairs or marketing communications
program or activity or events.
• To track or monitor programs, activities or events that are or can be significant to the organization.
• To assess the overall effectiveness of a specific public relations or public affairs program or activity,
by determining outputs and outcomes against a predetermined set of purposes (Walter, 2006, pp.3-
4).

14. Methods
Qualitative
research
Quantitative
research
Good
PR Insights

15. Qualitative ResearchTactics
Interview
Group discussion
Observation
Content analysis

16. Quantitative
ResearchTactics
• Questionnaires
• Survey

17. What to Research
Public
Perception
Internal
Environment
External
Environment

18. What to Measure
AVE Cost
Output Outcome

19. REFERENCES
• Al Neaimi, Mouza; Al Ramsi, Asma; Al Shamsi, Fatima; Saee, Ghayeh. (2016).
Research in Public Relations. Higher Education of Social ScienceVol. 10, No. 1, pp.
1-10. DOI:10.3968/8190.
• Public Relations Research:The Key to Strategy. Retrieve from
https://saylordotorg.github.io/text_mastering-public-relations/s09-public-
relations-research-the-.html.
• Smith, Ronald. Public Relations Planning. Retrieve from https://www.ron-
smith.com/strategic-planning-for-public-relations.