DPR 3711 LESSON 3

Public Relations Research

 1. INTRODUCTION
 As we indicated in the previous lessons, one of your responsibilities as a public relations officer is to
plan and conduct public relations research.

 Commenting on the value of public relations research, Lattimore, Baskin, Heiman and Toth (2012:114),
remark that "it supplies the initial inputs to guide strategy and message development and provides a
method for predicting effectiveness and assessing results."
 INTRODUCTION, Cont….

In this lesson, we will look at how to conduct public relations research. We will explore the following
questions:

 How to develop a research proposal?

 How to compile a basic research report?

 How to compile a media monitoring report?

 2. HOW TO COMPILE A RESEARCH PROPOSAL

 In simple terms, a research proposal is a plan or strategy whereby a research project will be carried
out.

 What are the key elements of are research proposal.

 The key elements of a research proposal include the following:

 the context and background of a study, research problem statement, literature review, research
method, data collection, population and sampling, data collection and data analysis.
 The context and background of a study

• You should state why the problem is “a problem”.

• You should indicate the root of the problem being investigated.

• Notably, you should indicate the gaps in literature that have not been addressed by previous studies.

• It means you can only properly contextualise your study after you have conducted an extensive
literature review.
 Research problem statement

 A research problem statement refers to a PR research issue that is under investigation.

 For example:

 A qualitative analysis of employee communication satisfaction at Gundo Hotel. A research problem

statement can be broken down into subproblems (objectives) e.g. to describe employees’ perceptions
of media quality at Gundo Hotel.
 Literature Review
What does literature review entail?
 In the literature review section of the proposal, you should identify and describe key concepts of the
study.

 It is advisable to move from broad to specific concepts in your study e.g., to contextualise discussion on
communication satisfaction you should explore concepts such as communication and organisational
communication.

 As part of the literature review, you should appraise previous similar studies.

 What did other studies find on the research problem that you are investigating?

 Moreover, you should highlight the uniqueness of your study.

 Research method
What do you know about the term “research method?”

 Research methods are strategies, processes or techniques for collecting data during the research
process.

 There are two types of data sources, namely primary data sources and secondary data sources.

 The most common sources of secondary data (existing data) include internet sites, libraries,
bibliographies, databases and government records.

 According to Newsom and Haynes (2015), primary data (data that does not exist) can be collected
through interviews and questionnaires.

 According to Fourie and Cant (2017:67), research designs in the public relations research methodology
include qualitative research and quantitative research.
 Research method, Cont.…

 You should use qualitative research when you want to conduct an in-depth analysis of the research
issue at hand.

 The qualitative research methods include interviews, focus groups and case studies.

 Quantitative research is the systematic gathering and analysis of data that produce numeric (numbers)
results.

 The most common quantitative research method in public relations is a survey.

 You can also mix qualitative and quantitative methods. Jogulu and Pansiri (2011:688) are of the view
that mixed-method research is an effective research technique because it combines both thematic and
statistical data.
 Research method, Cont.…
 Denscombe (2008:272) share their view in his statement that some researchers use mixed methods "to
produce a more complete picture by combining information from complementary kinds of data sources".

 It may, thus, be said that quantitative research and qualitative studies complement each other.

 This view is consistent with Jogulu and Pansiri's statement (2011:689) that "by employing mixed
methods researchers are possibly reducing overreliance on statistical data to explain a social
occurrence and experiences which are mostly subjective in nature".

 Harrison and Reilly (2011:8) suggest that mixed-method research mitigate weaknesses and capitalise
on the strong points of both the qualitative and quantitative methods.
 Population
In your view, what does the term “population” entail in the research
context ?

 Keyton (2006:119) defines a population as "all units of the universe, people or things possessing the
attributes or characteristics in which the researcher is interested“.

 On the other hand, Kumar (2005:164) maintains that a population comprises a bigger group of units or
elements from which selected elements will be observed.

 In the case of the hotel, employees will be the population.

 Sampling
What is sampling ?
 Sampling is a procedure for selecting sample elements that will be studied.
 There are two types of sampling, namely, probability and non-probability sampling.

 The probability sampling methods include simple random sampling, systematic sampling, stratified
sampling, cluster sampling and stage sampling, while the non-probability sampling methods include
convenience sampling, voluntary sampling, quota sampling, judgemental or purposive sampling,
dimensional sampling and snowball sampling (Blaxter, Hughes & Tight 2008:163–162).

 Notably, you should justify your sampling technique by stating the advantage thereof.

 For example, to save costs and time, you can use convenience sampling.

 Sample size refers to the number of respondents (quantitative research) or participants (qualitative
research) who will participate in the study.
 Data collection
 In this section you need to discuss and explain your choices with regard to data collection techniques.
 Your techniques must be appropriate for your research problem statement and research method.

 Data collection is the gathering of information about a research issue that is under investigation.

 During this step, you should collect data from respondents by using a questionnaire (quantitative
research).

 In the case of qualitative research, you can use an interview guide.

 A questionnaire consists of closed - ended questions while an interview guide comprises of open-ended
questions.
 Data analysis
What is your understanding of data analysis?

 Data analysis refers to the processing of data to enable a researcher to draw conclusions and make
recommendations.

 Quantitative data can be analysed by using descriptive statistics and inferential statistics.
 Qualitative data can be analysed through thematic analysis
 3. RESEARCH REPORT

 According to Skinner (et al 2013), a research report should consist of the following three sections:

 introduction, methodology and data collection, and results.

 In the introduction, you should state the context of the problem or issue as well as the objectives of the
study.

 In the methodology and data collection method, you should explain how the research was conducted.

 In the results section, you should report the findings of the study as they relate to the set objectives.

 In addition, you should draw conclusions and make recommendations.

 4. MEDIA MONITORING REPORT

 As a public relations practitioner, you can conduct research by scanning the media.

 Media monitoring or media scanning is the activity of monitoring the output of the print, online and
broadcast media.

 This view is endorsed by Fourie and Cant (2017:135) in their assertion that a public relations
practitioner has to monitor all media coverage from national to international news including traditional
media and social media like blogs, Twitter and Facebook and even platforms like Hello Peter.

 You can use content analysis to examine the writings of others, such as press or media coverage, to
answer two basic questions:
 How much coverage did your employer get, and what kind of coverage did your organisation get?
(Newsom & Haynes 2015).
 Media monitoring rating report

Source/media Title of the story Date of Rating Action required

organisation publication
1 Sowetan Executive Director of 04 November Negative Write a media
Mutakalo Old Age Home statement or arrange a
resigns over corruption media briefing
allegations
2 Tembisan United African Apostolic 04 November Positive For noting
Church donates R3000.00 to
Mutakalo Old Age Home
 5. SUMMARY
 A research proposal is a plan or strategy whereby a research project will be carried out.

 The key elements of a research include the context and background of a study, research problem
statement, literature review, research method, data collection, population and sampling, data collection
and data analysis.

 A research report should consist of the following three sections:

 introduction,
 methodology and data collection; and
 results.

 Media monitoring or media scanning is the activity of monitoring the output of the print, online and
broadcast media.
 Thank you
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