Chapter 6

What question/s are you trying to answer?

This directs the research process

Gives a clue as to what kinds of information are needed
 
Questions to ask

Is the info reliable? Biased?

ex. what political polls are reliable?

How deep is the search?

ex. time/cost
 
Need to keep track of where the info comes from
 
Table 6.1 - A Pre-writing checklist
 
A starting point - know your organization
Situational Analysis

1. Mission Statement

The fundamental purpose of the organization, its guiding philosophy (why it exists)

2. Objectives - long term, open ended (based on mission statement)

need to be relevant, timely and realistic

3. Goals - short term, measureable (results oriented)
 
Next, define and segment publics

1. Demographics - age, income, education, gender, ethnicity etc.

2. Psychographics - lifestyle, opinions, attitudes, beliefs, interests
 
The Research Process

looking for quantitative, qualitative or both

asking the 5 W's

can lead to backgrounders (Ch. 8) and position papers
 
Quanititative - COM 362!
Qualitative - interviews, focus groups etc.
 
Interviews
Why are you doing an interview?

to inform/teach (ex. HR and a new company policy)

to educate (ex. employee training)
Who are you interviewing?
What are you interviewing them about?
When are you interviewing them? And, when does the information need to go out?
Where is the interview occurring?
How will the interview be conducted? ex. face to face, phone, on camera etc.
 
1. Research your subject (if possible)
2. Prepare questions in advance (if possible)
3. Let the interviewee know questions in advance (if possible)
4. Take notes/record!
5. Specific questions are better than vague questions (except to start the interview)
6. Questions that follow a logical order help tell a story
7. Don't be afraid to ask for clarifications or to follow up (if you are confused...)
8. Avoid two part questions
9. Before you end the interview, take stock, do I have what I need?
 
REMEMBER why you are doing the interview in the first place!
 
Key takeaways

Verify

Be skeptical

Question
 
Exercise - Interview a student who just got a job or an internship with an organization.
Assume you are doing PR for that organization and you are introducing the student to your organization.
Consider things such as who are they? What is their background/experience? What job/role are they taking on? What do they bring to the organization that current employees need to know?
Include: The company logo and address, your contact info, the date the info is going out (March 25)

 
Due date: March 25, 8 am
 
 
 

 

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