comm 4340 public relations management

SECONDARY RESEARCH

STRATEGIES Comm 4340, Public Relations ManagementCase study analysis

OBJECTIVES To identify the goals of good research To formulate questions for research in order To identify strategies for finding information by identifying likely sources and evidence

WHAT ARE THE GOALS OF GOOD

RESEARCH?

WHAT DOES GOOD RESEARCH LOOK LIKE IN A

CASE STUDY ANALYSIS?Think-pair-share

RESEARCH AND CRITICAL THINKING WYSIATI and other failures of human cognition Critical thinking Overcoming the prejudice of overemphasizing what is already known Identifying a source’s audience and how that might shape the information Recognizing gaps in a source’s evidence or argument

NEW PERSPECTIVE BY ASSEMBLING EVIDENCE AND ANALYZING INFORMATION

ASKING QUESTIONS FOR RESEARCH

Focus a topicExplore gaps in informationIdentify relevant stakeholders

WHAT DO YOU NEED TO KNOW? Think-pair-share

“Why?” by Buzz Famers is licensed CC 2.0

KEEP ASKING QUESTIONS

STRATEGIES FOR FINDING

INFORMATION

AVOIDING INFORMATION OVERLOAD

Think of questions first Start broad Know the usual suspects Connect questions to possible sources Likely places to look Primary or secondary? Specificity? Regional, national, or international information?

Use the PR guide Be open to where the path leads you.

Ask for help.

 "Alicia Martin's Book Cascade" by Inhabit is licensed CC 2.0

START BROAD – SOURCES FOR BACKGROUNDUsual suspects

Industry profiles Company profiles Company website

Your tasks Find the industry’s NAICS code. Find an industry overview using the NAICS code. (Business Insights: Global)

Check the reference list for useful sources.

Find a company profile in Mergent Online. Check for the company history, detailed financial information, competitors, and more.

ANSWERING QUESTIONS ABOUT THE INDUSTRYUsual suspects

Industry overview (Business Insights: Global)

Trade magazine articles Market share reports Professional association reports Newspaper articles Statistics

Your tasks Check for news stories about the industry in newspapers or trade magazines in the article or newspaper databases.

Use the links on the left side of the industry profile on Business Insights: Global.

Find professional associations or related interest groups.

Check for government stats.

PROFESSIONAL ASSOCIATIONS

1. Found “National Air Transportation Association” homepage URL through Business Insights: Global, industry profile page.

2. Searched related:http://www.nata.aero in Google to find more.

ANSWERING QUESTIONS ABOUT COMPANIESWhat are the usual suspects?

Company overviews (Business Insights: Global)

Annual reports (Form 10-k) SWOT reports Newspaper articles Company website and social media Market share reports Consumer surveys

Your task Find articles in the local business journals archive. (Dallas Business Portal)

Find specific information about events in the newspaper or trade magazines. Use the company history to focus in on date ranges of important events.

Research consumer trends and attitudes in Simmons, or in trade magazine articles.

A WORD ABOUT COMPANY INFORMATION Private companies are not required to publish financial information so you won’t find an annual report (Form 10-k).

Non-profit companies must file Form 990-N, which reports their financial information.

Small companies may not have a profile in the large business databases, and are usually private. Search in local business journals. Look them up in ReferenceUSA.