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Five Important Public Relations Research Tips
- 1. Before You Research Five important things to know for public relations research By Evelyn Saunders
Hinweis der Redaktion
- Conducting preliminary research using only articles already published, and statistics already measured may not paint a relevant picture of what people are really doing, saying, and thinking about your client.
- Focus groups and interviews can be expensive and difficult to conduct, but don’t let this stop you from trying. Our group received valuable information from survey results, but not being able to follow up on some of the answers is person hindered our results. I now know to give myself plenty of time to put together groups, since it can be quite difficult to coordinate people’s schedules.
- It can be easy to accidentally sway someone with a question. Avoid using unnecessary adjectives. For an example from our group, we asked whether faculty planned to attend The Scholarship for Teaching and Learning Conference this year before we asked why or why not. If we had begun our general faculty survey by asking why they had not taken advantage of the opportunity to attend the conference, our results may have been different.
- A group contract helps to ensure that each member knows what is expected of him or her. If any problems arise, a signed contract can erase confusion. Also, include consequences and follow through with the consequences should a group member fail to properly contribute. Do not make empty threats!
- When looking at different figures and previously conducted research, especially on a large scale, it is important to remember that each person is a unique individual who should never be treated like an object.
- Maybe most important of all in a research project! But really, I just loved that picture and had to put it in.