In Case You (or I) Missed It: 'Public Relations: Strategies and Tactics' Recap, Part II

This particular post focuses on the subject of research and planning, or if you wanted to go the technical route, research and development.

From Chapter 5
Research is a key component that no public relations initiative can be without. Information is the key to how well these campaigns work, and well-gathered and interpreted information is a great boon to good PR. Before the research is carried out, though, its overall scope and role needs to be determined, primarily regarding the what and how regarding the kind of information gathered, their target audience, how the information is analyzed, etc. Research ensures a few things for PR agents be they part of a firm or an in-house job: credibility, well-defined audiences and segmented publics, neatly-formulated strategies, highly-tested messages, a well-informed management, averted crises, monitored competition, and much more.

Two types of research are used for this kind of operation. The first falls under the category of quantitative, focusing on the hard data. Within that context, the researcher utilizes both primary (data gathered on one's own) and secondary (already-published data found in sources such as archives, libraries, and databases) research to support any facts compiled for the research. On the qualitative side of things, this is the more 'softer' approach, utilizing techniques involving interviews (intercept or purposive), content analysis, focus groups, copy tests, and ethnographic methods. In quantitative settings, a common method used is the questionnaire, but creating an effective one means taking into account a lot of things: wording, the types of questions used, timing and context, and avoiding 'politically correct' answers as well as giving a range of possible ones. The avenue of getting the questionnaire out to the public is also considered, with such avenues being mail, phone, personal interviews, and omnibus surveys done in-person and on the internet.

From Chapter 6
Planning is what comes after the research has been gone over with a fine-toothed comb, and it is whatever plans and ideas come out that accomplish the goals of the organization. The planning needs to stem from a good strategy, be creative in its approach, and all while keeping the idea of reaching the key audiences in mind, be it to either inform said audiences or really get them to participate. A popular approach to the planning phase is via MBO, Management By Objective, which helps the planners keep a good focus and direction for the entire project, made up of nine steps: know client/employer objectives, determine the audience or public, determine the audience objective(s), find the best media channels, determine the best sources and questions, devise communication strategies, determine the essence of the message, and bring up nonverbal support. Not all PR groups need follow this approach, as some of the time they'll come up with their own models (like how the Ketchum group determined their 'Strategic Planning Model').

That particular note brings up the idea of the PR group and the organization/person acting as their client determining a 'program plan' for the whole operation. It can be anything from a simple outline of the campaign to an extensive (and perhaps lengthy) document detailing everything. Independent firms usually come up with these plans as part of their commission, and within them they address eight key components of the campaign: the situation, the objectives, the target audience, the key strategy, the best tactics, a timeframe in which to accomplish this, a possible budget for the endeavor, and an evaluation of the overall thing.