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12 Cards in this Set
- Front
- Back
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PR PROCESS |
Objective, Research, Action, Communication, Evaluation |
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TYPES OF PR RESEARCH |
Qualitative (soft data), Quantitative (hard data), Primary, Secondary |
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Qualitative "soft data" |
Uses open ended questions, exploratory, rarely projectable to larger audiences
Examples: Content analysis, Interviews, Copy Testing, Ethnographic Techniques, Social Media Monitoring Tools and Participatory Research |
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Quantitative ”Hard data” |
Uses close-ended questions, structured, projectable, uses random samples.
Examples: Mailed questionnaires Telephonesurveys Personal interviews Omnibus or Piggybank surveys Web or E-Mail surveys |
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Primary |
Your organization is gathering information first hand to answer a specific question
Examples: In depth interviews Focus groups |
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Secondary |
You are searching information that has been compiled by others
Examples: Research gathered from other sources Archival research--reports, speeches, news clippings, brochures Library and Online databases—statistics, studies, quotes. WorldWide Web—Discussion groups, public documents, Google trends |
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The 5 C's |
1. Company 2. Competitors 3. Customers 4. Collaborators 5. Climate |
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Company |
Evaluation of the company's objectives, strategy, and capabilities using SWOT or similar tool
To indicate strength of the business model Areas for improvement
Fit with the external environment
Ask if your company can meet the customer’s needs |
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Customer |
Demographics
Advertising most suitable for the demographic
Market size and potential growth
Customer wants and needs
Motivation to buy the product
Distribution channels (online, retail, wholesale, etc.) Quantity and frequency of purchase Income level of customer |
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Competitors |
The competitor analysis looks at competitor goals, mission, strategies and resources in order to be prepared!
Identify direct and indirect competitors
Identify current, potential, and future competitors |
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Collaberators |
Collaborators allow for an increase in the creation of ideas and the likelihood of gaining more business opportunities But they need to be committed and capable Agencies Distributors |
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Climate |
The overall business and political environment Can be measured using the P.E.S.T. analysis Political and regulatory environment Economic environment |
