research: the beginning and the end
Post on 22-Oct-2014
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Albers Communications Group President Tom Albers shares tips on how businesses can effectively use research as part of an overall communications strategy, especially when it comes to developing PR plans that resonate with the media.TRANSCRIPT
Research: The Beginning and the End
To access the audio for today’s event, dial 1-866-740-1260 and enter code 2925553#.
About Albers Communications Group
• Full-service PR, digital marketing and communications agency
• Specialize in integrated strategies• Represent clients in all 50 states and Canada• Create national and local market exposure
Today’s Topics
• Overview of research• Types of research • Case studies
Facts About Research
• You should always make time for research • Some research is better than no research • Research does not have to be expensive • During your research you will most likely
discover new questions • Your research process should be repeatable
Examples of Research’s Value
Communications programs• What do people want to know? • What channels are most effective?
Events• What will increase the chances that people will attend?
Marketing programs• What are the hot buttons that will encourage action?• Who are the primary decision makers?
The Four Step PR Process
Why Conduct Research?
Planning phase – Understand audiences, attitudes, opinions and preferences – Test messages – Help define your objectives– Create benchmarks to measure change– Develop relevant, newsworthy content
Evaluation phase – Measure progress towards goals– Identify potential improvements – Understand impact of your efforts
Planning: Test Messages
Public Opinion Polling
Evaluation: Measure Change
78%
75%
62%
75%
38%
45%
0% 20% 40% 60% 80% 100%
Nonprofit 1
Nonprofit 2
Nonprofit 3
2012 2010
Aided Brand Awareness of Nonprofits
Types of Research: Primary vs. Secondary
Primary Research Information that you compile yourself, first-hand.
• Surveys • Focus groups • In-depth interviews • Internal data
Secondary Research Collecting information that has been compiled by others.
• Government agencies • Trade associations • Universities
Types of Research: Qualitative vs. Quantitative
Qualitative Research Exploratory research to understand opinions and motivations; results can’t be applied to larger populations.
• Focus groups • Personal interviews with small numbers of people
Quantitative Research Input from larger sample sizes; results can be applied to larger populations.
• Telephone surveys• Online surveys (example: SurveyMonkey)• Written surveys
Case Study #1 – Measuring Change
Situation:• A national nonprofit wanted to improve member satisfaction regarding
communications and the organization itself
The Role of Research:• Initial survey of the network provided a benchmark (81% satisfaction
rate)
Implementation:• A structured communication strategy was followed as part of a three-
year PR plan with a goal of 90% satisfaction rate
Measuring Results:• In 18 months, follow-up survey showed increased satisfaction rate of
87%
Case Study #2 – Understand Audience
Situation:• A non-medical, in-home health company wanted to uncover
solutions that would improve communication for adult children and their parents, with the ultimate goal to create more service opportunities for the company
The Role of Research:• A telephone survey was conducted of 1,000 adult children with at
least one living parent over the age of 65. • Interviews showed that communication barriers can be overcome if
“the conversation” begins by the time the child reaches age 40 or the parent reaches age 70, whichever comes first. This became The 40-70 Rule.
Case Study #2 – Understand Audience
Implementation:• Produced educational materials for the company’s franchise
owners to use with families and referral sources • Developed a PowerPoint and DVD presentation flexible enough to
be used in a variety of speaking settings• Launched media relations campaigns to make families aware of
The 40-70 Rule program
Results:• Distributed more than 155,000 copies of The 40-70 Rule booklet to
adult children and seniors seeking help• Secured 597 print, television and radio stories, creating more than
42 million media impressions
Wrap Up
• Research provides direction• Research builds a strong foundation• Research measures results
Albers Webinar Series
Speaking Skills: Presenting Yourself With Polish
with Gina Pappas and Ann Hadfield
Wednesday, September 17, 2014 @ 10 a.m.
Register at www.alberscommunications.com/learning-opportunities
Questions and Discussion
Research: The Beginning and the End