Role of Research in Strategic Planning
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Created by:
danielle12036 on April 18, 2011
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Description:
Chapter 11: step one--defining the pr problems
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15 terms
Terms | Definitions |
|---|---|
 Monitoring the social environment | the first step in the process; the most difficult step. |
| Research Training | tops the list of needed professional continuing education |
| Why so little research is used in public relations | 1. Many practitioners do not know how to conduct and sue research 2. Some employers and clients do not think that research is necessary, so they don't demand it. |
| Excellence Project researchers conclusion: | Public relations less often conducts research or uses other formal approaches to gathering information for strategic planning--an indication that many communication units are not qualified to make a full contribution to strategic planning |
| popular myth about PR | PR deals with intangibles that can't be measured |
| David Rockland [Ketchum's global research director] | "What I hear all the time is, 'You can't measure that. You can't test that. Let's just go with our gut'". |
| Results-oriented management [many with MBA degrees] | Accustomed to making decisions based on evidence and objective analysis. |
| Without research | practitioners are limited to asserting that they know the situation and can recommend a solution. |
| With research and analysis | practitioners can present and advocate proposals supported by evidence and theory. |
| Research | is the systematic gathering of information to describe and understand situations and to check out assumptions about publics and public relations consequences. It is the scientific alternative to tenacity, authority, and intuition. |
| Research's main purpose | is to reduce uncertainty in decision making. Even though it cannot answer all the questions or sway all decisions, methodical, systematic research is the foundation of effective public relations throughout the process. |
| When is research used? | Before, during, and after the program. |
| Before the program begins | research is used to define the problem situation and formulate the program strategy [preparation] |
| During the program | research is used to monitor the program in progress in order to reformulate (adjust) the strategy or fin-tune the tactics [implementation] |
| After the program | research is used to measure and document overall program impact and effectiveness [impact] |
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