Research

     All public relations activities start with research. Research sets the direction for your campaign and therefore is the first step in all public relations planning models. There are several times of research that work together to help you gather all the information you need. The first type of research is formative research. Formative research occurs at the beginning of the planning process. It allows practitioners to assess their knowledge about the organization, its products and how both are currently perceived by the general public. This information allows the practitioner to develop a campaign with a specific purpose, sound objectives and targeted goals. Next is casual research, which is typically the easiest type of research to conduct. Casual research starts by asking questions and talking to individuals close to the project. When conducting casual research, you are looking to find out as much background information as you can. The next type of research is primary research. Primary research centers on new information. This is research, data and observations conducted on behalf of the organization in order to supplement information already collected. This can be done through observations, interviews, surveys, focus groups and questionnaires. The third type of research is secondary research. Secondary research involves reviewing and analyzing existing information that has already been collected for you. Secondary research is easier to collect and more cost effective than primary research. Secondary research in public relations can be collected through situational analysis, SWOT analysis and audience analysis. Within that there is quantitative research and qualitative research. Qualitative research is focused on the collection of measurable, numerical data. Whereas qualitative research takes a more humanistic approach and seeks to understand people’s motives, beliefs, experiences, attitudes and media habits using nonnumerical data. Once practitioners conduct research on their knowledge about the organization, its products and how both are currently perceived by the general public, they are ready to move on from the formative research stage.