The Measure of Public Relations
The Measure of Public Relations
2
1. Using Market Researchdo’s and don’ts
2. PR and MRbeyond the press release
3. The Future of PRpersuasion is power
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1. Using Market Research
do’s and don’ts
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Types of research
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Instrumen Penelitian
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Conscious
Direct and indirect questions
WillDivulge
Laddering,projective and
enabling.
Subconscious
Privatefeelings
Enabling
WontDivulge
Projective
Unconscious
Aware
NotAware
Instrumen Penelitian
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As Easy as A to PR
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Show Me The Numbers
Methodology Matters
Sample Matters
Timing Matters
Significance Matters
Interpretation Matters
Please note that …
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Do’s & Don’ts
Don’t:Make up the research (!)
Use pretend research (phone ins)
Ignore/not report methodology
Forget qualitative research
Do:Be clear why you’re doing it
Involve MR agency AND client
Use an AIMRO agency
Maximise the ROI on your MR
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2. PR & MR
beyond the press release
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New Responsibilities
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Beyond Spin
People know when they are being
sold to (and sometimes they like it!)
But we are all a lot older and wiser
and nobody likes having their
intelligence insulted (‘the middle-
aged doubt everything.’ O. Wilde)
Businesses (and others) need to
restore trust, and PR will play a key
role in doing so
The Measure of PR 13 13
All About Trust
Trust implies a prediction of future behaviour ...
In the absence of trust, everything is risky ...
Reputation influences the degree of trust ...
A benign economy makes it easier to trust ...
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Mood Matters
We are ... ?
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0%
20%
10%
The Mood of the Nation
70%
60%
50%
40%
30%
Apr'09 May Jun Jul Aug Sept Oct Nov Dec Jan'10
Enjoyment Happiness Stress Worry
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Go Further
MR is not just for press releases:
Use comparisons (e.g.: Irish survey
equivalent of existing international
surveys you don’t have to pay for!)
Use trends (people like a story)
Make a commitment (tune in for
next month’s/quarter’s/year’s
findings)
Use a partner (co-credibility)
Think big: it’s cheaper than you
think to do international research ...
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The conversation has already started
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Life Online
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The 5 ‘Rs’ of PR
Reach
Recall
Reaction
Relationship
Return
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QuickTime™ and adecompressor
are needed toseethis picture.
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Be Awesome(you’ll get noticed*)