PUBLIC RELATIONS RESEARCH ERs A. Discuss these questions. 1. What is research? 2. How many different types of research can you name? 3. Why is public relations research important? desk research e-mail survey ethnographic study | face-to-face interview focus group | B Study the pictures on the opposite page. What research | longitudinal study omnibus poll activities are shown? Discuss the pictures using phrases. from box a. (You will not need all the phrases.) online research panel study postal questionnaire telephone survey © Look at the phrases in box a. 1 Sort the bold words into groups according to number of syllables and stress pattern. 2. Underline the stressed syllable in each bold word. D Complete each sentence with a phrase from box a. Change the form if necessary. 1 The teenagers were recruited for a food tasting_which lasted four consecutive years. The increasing cost of postage and length of response time means there are fewer ‘A poll which allows organizations to ‘buy’ questions is called an Discussion groups of 8-12 representatives of a target market are known as__. Trained tele-researchers are often used for If you have a computer, can bea qi Because they can be time-consuming, __can also prove to be expensive. It is advisable to do before starting a research project. ick and convenient way to gather data. evausun E complete each two-word phrase in the paragraph below ‘with a word from box b. Change the form if necessary. analysis brief collection =| aaa design market method The focus of PR research isthe relationship between geo ) institutions and their target_______. The research see _______ defines the objectives of a research project. Before beginning the research project, secondary , meaning the analysis of existing research like opinion , is important to help the researcher set measurable research objectives. Quantitative research uses a scientific and a wide range of data techniques. A longitudinal study interviews the same individuals regularly over a period of time, while a demograp! looks at changes in births, marriages, deaths, etc. in a particular area during a period of time. In surveys, polls, etc., questionnaire is very important to ensure good results, 22G _Company Name | ‘Youve been invited to lake a survey! You are receiving this as part cof our mang list We value your privacy and assure tha al responses are kept convigenta. “Taking part inthis survey is easy. Please cick onthe link below Wie appreciate your time and thank you forthe feedback! Regards 23E Look at the model questionnaire. G _@ Listen and say whether these sentences are true or 24 A. Study the Hadford University handout. ‘content + making notes 1. What do you expect to learn in this lecture? Wlicn Make a list of points. Faculty: Public Relat 2 Check the pronunciation of the words in the questionnaire, with other students or with a dictionary. Lecture: Public relations research 3. Write down some key words you expect to hear. (Riehl ae eh 4 How are you going to prepare for this lecture? @ Listen to Part 1 of the lecture. 1. What does the lecturer give definitions of? 2. What do you expect to hear in the next part of the lecture? @ Listen to Part 2 of the lecture. 1. What is the main idea of this section? 2. What is the meaning of secondary data? 3. What methods of quantitative research are mentioned? 4. What is the best way to organize notes for this lecture? O00 0 jo} 0 jo;ofF O00 0 jo) o jojoR OO 0 jo} 0 jojo 6 0 jo} 0 jojofi 200 O}/0)0/0}0 i ' 3 65. ol bo @ Listen to Part 3 of the lecture. ada pa 41 How could you write notes for this part? 2. What are the key words and definitions? 11 What question type is used in questions 58 to 65? 2. What question type is used in questions 66 to 69? 4. mputed ypm dtd ie res om? @ Listen to Part 4 of the lecture. 1. What methods of qualitative research are mentioned? 2 Use your notes to list the main points of all the lectures you have heard so far. rf he ayo ais 3. What is the best way to organize these notes? false according to the lecture. 68. to diy LA ood by is ws of ehnlgy? How hes, | ai gee remind! 2 5 3 6 | rani ene mg dey ‘heh you fering te wong is qusarice(CUES we tin wer tration crs api ina A @ Listen to some stressed syllables. Identify the word below in each case. Number each word. Example: You hear: 2 au/"s:/ You write: analysis format perception audience impartiat qualitative bias longitudinal questionnaire context moderator respondent data observer subjective extensive participation systematic B Where is the stress in each multi-syllable word in Exe 1. Mark the main stress. 2 Practise saying each word. ‘Grunig + Hunt's four modets C Work in pairs or groups. Define one of the words in Exercise A. | of PR communication ‘The other student(s) must find and say the correct word. Early] press agenty/publciy 1900s _| (one way) D Look at the slide on the right. ‘Mid ‘public information 1. Explain the type of PR communication for each Wapte Fe ebb i period. Late ‘two-way asymmetrical 1900s _| (mostly monologue) 2 Give examples of each type. 3 Give reasons for the changes in PR 2000 _| (ialogue) communication. Early | two-way symmetrical E Before you attend a lecture you should do some research. 1 How could you research the lecture topics on. University ea Faculty: Public Relations 2. What information should you record? 3. How could you record the information? Se 1 Discussion on the relationship F You are going to do some research on Grunig and between theory ond research. Hunt's four models of public relations communication. 2 Introduction to Grunig and Hun’ four You must find: theoretical models of public relations 1a dictionary definition ‘communication. 2. an encyclopedia explanation 3 The relationship model of public relations communication. 3 auseful Internet site Student A Student B ‘* Do some research on the press '* Do some research on the two-way agentry/publicity model. asymmetrical model ‘* Tell your partner about your findings. ‘* Tell your partner about your findings.B Look at Table 1 on the opposite page. 1 Cover the definitions in the second column. With a partner, discuss definitions for the terms in column one. 2 Look at column two. Can you match your definitions with those in column two? 3 Match the terms in column one with the definitions in column two. B You are going to listen to a lecture on theory and research. 1 Make a list of points you expect the lecturer to cover. 2 Gi Listen to Part 1 of the lecture. Make notes. If necessary, ask other students for information. © You are going to listen to a continuation of the lecture. 1. What is the lecturer going to talk about now? (Clue: You have researched one of these!) 2 G Listen to Part 2 of the lecture. Make notes. If necessary, ask other students for information. 3. Add notes from your research (Lesson 3.3, Exercise F). D Look at the handout on the opposite page. 1. Describe how you could use each model as a public relations practitioner. 2 i Listen to Part 3 of the lecture. Check your ideas. 3 Are theory and research important? What is the lecturer’s conclusion? 4 Do you agree with the lecturer? Give your reasons. E Using the information in your notes, prepare a presentation entitled Public relations research is 1 Include information from your lecture notes and research. 2 Discuss with a partner. 3 Ifnecessary, ask other students for inform: n. F Give an example of a project or campaign that illustrates each of Grunig and Hunt's four models of public relations: the press agentry or publicity model ‘© the public information model ‘the two-way asymmetrical model ‘the two-way symmetrical model G The following words can be used as either verbs or nouns. ‘approach format interview market question range research study survey target _ telephone 1. Write two sentences for each word using the word as both a verb and a noun. 2 Practise saying each word. 3. Read your sentences to a partner. 4 Does your partner agree with your use of the word? If not, discuss why. Check in a dictionary if you are unsure. 26Brant omela Pan) “Ta set of methodologes that allows the researcher to generalize to a larger audience, but often fils to gain in-depth understanding of the client object or product: a set of methodologies that follows scientific or social scientific methods 7 an informal esearch methodology that involves the analysis of existing data an informal research methodology that relies on social science tools and techniques to identify how individuals and groups think, behave and inter-relate in their natural environment @ determines the relative effectiveness of @ public relations campaign by measuring ‘changes in the levels of awareness, understanding, atitudes, opinions or ‘behaviours of a targeted audience against a predetermined set of criteria 5 usually refers to studies that are highly objective, using closed, forced-choice ‘questionnaires; this research relies heavily on statistics and numerical measures © ‘refers to studies that are cubjective, but nevertheless in-depth, using an ‘open-response format that reflects an ethno-methodological orientation ice, Faculty: Public Relations Grunig and Hunt's four models of public relations ‘MODELS [PRESS AGENTRY/ [PUBLIC Two-Way Two-Way PUBLICITY INFORMATION ASYMMETRICAL |SYMMETRICAL Purpose propaganda: zisaminoton of |scinti perwosion, moval understanding information| [Nature oF fone-way,tuth not [oneway, tulh Iwoway imbalanced |fwoway bolonced communication [essential important Research Title, press clippings litle ~ readobility |feedbock, formative formative research, nly ests, possibly some |research, evaluation evaluation of | readership surveys of atitudes understanding Historical figures PR Barnum Ivy lee Edward Bernays _ |Bernays, educators Where practised spor, theaie, [government ‘Competitive business regulated business, roduet promotion |non profit = moder fat siructure lorganizations, |companies structured companies ‘Adapted from Macnamar research, Asia Pacific Pub R. (1998). Research in public relat tions Journal, 1. A review of the use of evaluation and formative 27Nore aC Lg Stress within words 28 Nouns, verbs, adj and adverbs are called content words because ‘they carry the meaning. One-syllable words ‘Some content words have one syllable or sound. This is always stressed. Examples: ‘mail, ‘poll ‘Two-syllable words Some content words have two syllables. Two:syllable nouns and adjectives are often stressed on the first syllable. Two-syllable verbs are often stressed ‘on the second syllable. Examples: Exceptions: Nouns “survey, ‘panel Nouns ‘a'pproach, e'ffect ‘Adjectives | ‘foreign, ‘social Verbs “cover, ‘study Verbs persuade, re'cruit Multi-syllable words Some content words have three or more syllables. Multi-syllable words are normally stressed three syllables from the end. Examples: Q00 0000 00000 This is true for most words ending in: wizel-ise__| ‘advertise, ‘organize sis ainalysis, hy’pothesis wate “formulate, discriminate ~ify “classify, ‘specify ~ical theo'retical, socio'logical aity proba'bility, multi'plicity, diversity, ‘quantity ular par'ticular, ‘regular -al ‘ma'terial, adver torial, ana'lytical Exceptions: Multi-syllable words ending in the following letters are normally stressed ‘two syllables from the end. ~ance per'formance, ac'ceptance, de'fiance tion insti'tution, distri'bution ~sion ‘con'version, de'cision, con'fusion, ex'tension ment e’fficient, co'herent, a'chievement Stress sometimes moves to fit the patterns above when you add a suffix. Examples: ‘formulate formu'lation