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This week on Inside PR, David and Terry discuss the top 3 ways to use public opinion research in public relations. Also, Terry does his segment of Inside PRoper English.
00:30 David introduces the show
02:30 David mentions that he sat on a panel at From Mass to Grass: Canada’s Word of Mouth Marketing Conference. Here is the discussion, from Michael Seaton’s The Client Side podcast.
04:15 David mentions the Fans of Inside PR group on Facebook. Click here to join the group on Facebook. To vote for Inside PR on the Most Valuable Podcast awards, click here to vote.
06:30 Terry mentions that there are no comments this week, nor are there any commentary. This leads to the main topic of discussion for the week: market research.
08:00 The top 3 ways of using public opinion research for PR.
08:15 The first use is to drive media relations.
14:45 The second use is to hone your key messages.
20:00 The third use is to drive the development of the communications strategy and the overall plan.
27:30 Inside PRoper English: a round-up of redundancies.
Music: our theme music is Streetwalker by CJacks, and is from the Podsafe Music Network; Roger Dey is our announcer.
As a former academic, I applaud using research to drive your strategy. I would, however, take issue with one element of Inside PRoper English. “Final results” is not necessarily redundant. Many things have both short-term and long-term results, and research itself may produce interim results which the final results may or may not bear out.
I love it when Terry’s wrong.
Fair point Sallie! I was just making sure you were still with us…
I’d add a fourth category to your list of three uses of research. Measurement and analysis. If you’ve done the formative research part properly then the evaluation is easier to do and a must do. Correlating trends in media coverage to shifts in awareness and opinion is a simple example.
Firm believer in the formative before evaluative research and the idea that PR can be a hard management science rooted in research and not strictly a words-based soft art.
I heard someone say once that research is how an organization listens. Well if organizations are increasingly interested in engaging stakeholders in discussions and not simply driving messages out then we’re talking about a dialogue not a monologue. Communicating ‘with’ not only ‘to’. Here we’re really talking about relationships–the quality of which can be measured (innitially and over time) using survey research.
Good job guys.