THE ROLE AND SCOPE OF

RESEARCH IN PUBLIC
RELATIONS AND PR
MODEL
THE FOUR MODELS OF PUBLIC RELATIONS
MODEL 1: PRESS AGENTRY MODEL
(PUBLICITY MODEL)
 - The Press Agentry Model focuses on generating media
coverage and public attention through persuasion,
manipulation, and sensationalism. This one-way
communication model aims to spread information to attract
the public’s interest without necessarily ensuring that the
information is accurate or ethical.
 Example:
- In modern PR, the press agentry model can be seen in
publicity stunts, celebrity endorsements, and viral marketing
campaigns. For instance, when a movie studio stages a flash
mob in a public space to promote a new film, this is a form of
press agentry, designed to capture media attention and
generate buzz.
 MODEL 2: PUBLIC INFORMATION MODEL

 The Public Information Model aims to disseminate factual,

accurate information to the public. Unlike the press agentry
model, it focuses on providing objective, straightforward
communication without using manipulation or exaggerated
claims.
 Example:

- Government agencies often use the public information model

to share accurate data with citizens. For instance, during a
health crisis, the **Centers for Disease Control and Prevention
(CDC)** provides objective information on how to stay safe,
giving the public reliable updates without attempting to
manipulate their perceptions.
 MODEL 3: TWO-WAY
ASYMMETRICAL MODEL
 The *Two-Way Asymmetrical Model* allows for feedback from the audience
but primarily focuses on influencing and persuading them to align with the
organization’s goals. Organizations use research and data to better
understand their audience’s preferences, but the communication remains
mostly in the organization's favor.
 This model uses audience analysis and feedback to refine messaging for
better persuasion, rather than prioritizing dialogue or mutual
understanding. The focus remains on benefiting the organization more than
fostering a two-way, balanced relationship. It lacks genuine engagement
with stakeholders' concerns.
 Example:

- Advertising campaigns that rely on audience data to craft messages are an

example of this model. For instance, a fast-food chain may use customer
feedback and surveys to create tailored ads that appeal to their audience's
preferences, persuading them to purchase more products while the
company’s main goal remains to increase sales.
MODEL 4: TWO-WAY
SYMMETRICAL MODEL
 The Two-Way Symmetrical Model represents the most ethical
and collaborative approach to PR. It emphasizes mutual
understanding, dialogue, and relationship-building between the
organization and its stakeholders. In this model, both the
organization and the public can influence each other, creating a
balanced exchange where both parties’ interests are
considered.
 Example:
- Corporate social responsibility (CSR) initiatives often rely on
two-way symmetrical communication. For example, a company
may engage with local communities before launching a project
that could affect them, such as a factory. They listen to concerns,
collaborate with stakeholders to address issues, and adjust their
plans based on feedback.
 THE FOUR ESSENTIAL STEPS
 Research is indeed a cornerstone of effective public relations. It helps professionals
understand the needs and preferences of their target audiences, allowing them to
craft compelling messages and strategies. Here are the four essential steps in a
strategic communication campaign:
 Research: This initial phase involves gathering information to understand the target audience
and the context. It helps in identifying key issues and opportunities.
 Planning: Based on the research, goals and objectives are set. This phase involves strategizing
on how to achieve these goals effectively.
 Communication: This step focuses on delivering the message in a way that resonates with the
audience. It involves selecting the right channels and crafting the message to be persuasive and
engaging.
 Measurement: Finally, evaluating the effectiveness of the campaign is crucial. This involves
assessing whether the objectives were met and understanding the impact of the campaign.
 KEY ROLES OF RESEARCH IN PUBLIC
RELATIONS
 1. Understanding Public Opinion:

- Example: Before launching a new product, a company might

conduct surveys and focus groups to understand how potential
customers perceive the product. This research provides insights
into consumer needs, preferences, and concerns, allowing the PR
team to tailor their messaging to address these areas effectively.
 2. Identifying Key Audiences:

- Example: A nonprofit organization might use demographic

research to identify which segments of the population are most
likely to support their cause. This data helps the PR team target
their communication efforts toward groups that are more likely to
donate, volunteer, or advocate for the cause.
 KEY ROLES OF RESEARCH IN PUBLIC
RELATIONS
3. Shaping Communication Strategies:

- Example: If a company wants to improve its environmental image, it might

conduct research to find out which environmental issues matter most to its
stakeholders. If the research shows that consumers are particularly concerned
about plastic waste, the company can focus its PR campaign on how it is reducing
plastic use and promoting sustainability.
4. Evaluating the Effectiveness of PR Campaigns:

- Example: After a crisis, a company might use media monitoring and sentiment
analysis to assess how well its crisis communication strategy mitigated negative
public opinion. By analyzing media coverage and social media reactions, the PR
team can determine whether the messages resonated with the audience and adjust
future strategies accordingly.
 KEY ROLES OF RESEARCH IN
PUBLIC RELATIONS
 5.Building Credibility and Trust:

- Example: A healthcare organization might use research to identify

public concerns about a new treatment or vaccine. By addressing these
concerns in a fact-based manner, backed by research, the organization
can build trust with its audience and position itself as a credible source
of information.
 DETERMINING THE RESEARCH ROLE
AND SCOPE
 Before any public relations program can be undertaken,
information must be gathered and data must be collected and
interpreted. Only by performing this first step can an organization
begin to make policy decisions and map out strategies for effective
communication programs. This research often becomes the basis
for evaluating the program once it has been completed. The results
of an evaluation can lead to greater accountability and credibility
with upper management. Various types of research can be used to
accomplish an organization’s objectives and meet its need for
information. What type of research to use really depends on the
particular subject and situation. As always, time and budget are
major considerations, as is the perceived importance of the
situation.
DETERMINING THE RESEARCH ROLE
AND SCOPE
Consequently, many questions should be asked and answered
before formulating a research project:
 What is the problem?
 What kind of information is needed?
 How will the results of the research be used?
 What specific public (or publics) should be researched?
 Should the organization do the research in-house or hire an
outside consultant?
 How will the research data be analyzed, reported, or applied?
 How soon will the results be needed?
 How much will the research cost?
 USING RESEARCH
 Public relations professionals use research in the following ways:

1. Achieve credibility with management: Executives want facts, not guesses and
hunches. The inclusion of public relations personnel in an organization’s policy and
decision making, according to the findings of IABCs research on excellence in
communication management, is strongly correlated with their ability to do research and
relate their findings to the organization’s objectives.
2. Audience Identification: Understanding audience demographics and behavior helps
PR teams target the right people. It tailors messages to specific groups for maximum
impact and engagement.
3. Strategy Development: Research prevents wasting resources on ineffective
strategies. It reveals what approaches resonate with audiences, focusing efforts on
proven methods.
4. Message Testing: Testing messages through surveys and focus groups identifies which
ideas resonate most. This ensures PR campaigns address audience interests and
priorities effectively.
5. Management Feedback: Regular feedback from employees, customers, and
stakeholders keeps management aware of their concerns. This bridges gaps and
improves policies and communication.
 USING RESEARCH
6. Crisis Prevention: Monitoring complaints and online discussions
can reveal potential issues early. Addressing these proactively helps
avoid crises and maintains public trust.
7. Competition Monitoring: PR teams track competitor strategies and
public sentiment. This allows a company to adjust its approach,
capitalize on opportunities, and stay competitive.
8. Public Opinion Influence: Data-backed campaigns sway public
opinion in favor of the organization. This approach strengthens
credibility and reinforces key messages.
9. Publicity Generation: Polls and surveys on relevant topics attract
media attention. This builds brand visibility and can create positive
buzz around the organization.
10. Measuring Success: Research helps assess if PR campaigns meet
their objectives. Metrics like increased sales or awareness measure
the effectiveness of PR efforts.
 MEDIA PITCHING
 The process of proposing a story idea to journalists, editors, or
media outlets with the goal of getting them to write or report
about your organization, product, service, or event. It is a
proactive way to secure earned media, which is unpaid
publicity, as opposed to paid advertisements.
 KEY ELEMENTS OF A GOOD
MEDIA PITCH
 1. Relevance:

- Journalists receive numerous pitches daily, so it’s crucial to tailor

your pitch to their beat (the specific area they cover) and ensure
that it aligns with the current news cycle or audience interests.
- Example: If you’re pitching to a tech journalist, you might focus
on your company’s innovative technology or a new product launch
that aligns with current industry trends.
 2. Newsworthiness:

- Journalists seek stories that are timely, interesting, and have a

strong human-interest angle. A good pitch emphasizes the
newsworthiness of the story.
- Example: Announcing a new product is more newsworthy if it
solves a prevalent problem or is tied to a larger event or trend (e.g.,
launching a sustainable product during Earth Day).
 KEY ELEMENTS OF A GOOD
MEDIA PITCH
 3. Conciseness:

- Pitches should be brief, clear, and to the point. A journalist should be able to quickly
understand the key message without sifting through unnecessary information.
- Example: An ideal pitch might start with a compelling subject line and follow with
a short, engaging paragraph summarizing the story and why it’s relevant to the
journalist's audience.
 4. Personalization:

- Customizing your pitch to the specific journalist or publication is vital. It shows that
you’ve done your homework and understand what they cover and care about.
- Example: Rather than sending a generic pitch, mention the journalist's recent work
or articles and connect how your story fits within their coverage.
 5. Call to Action:

- Always include a clear call to action, such as offering to provide more information,
an interview with a company spokesperson, or product samples.
- Example: I’d be happy to arrange a demo of our new product for you or connect
you with our CEO for an exclusive interview.”
 BUILDING RELATIONSHIPS WITH
JOURNALISTS

 Building and maintaining strong, long-term relationships with

journalists is just as important as the pitch itself. Good
relationships with the media can lead to more opportunities for
coverage and help ensure that your pitches are taken seriously.
 WAYS TO BUILD RELATIONSHIPS WITH
JOURNALISTS
 Understand Their Work
- Before reaching out, spend time reading or watching the journalist’s work to
understand their style, tone, and topics of interest. This knowledge will help you craft
relevant pitches.
- Example: Follow journalists on social media platforms like Twitter, where they often
share their work and interests, providing valuable insights into what they’re looking for.
 Be a Resource, Not Just a Pitcher

- Journalists appreciate sources who provide useful, timely information beyond just
promoting their own agenda. Offer data, insights, or expert commentary on topics they
regularly cover, even when it doesn’t directly benefit you.
- Example: If you run a tech company and a journalist is covering a story on
cybersecurity trends, offer your expertise or connect them with experts in your network,
even if the story isn’t about your business.
 WAYS TO BUILD RELATIONSHIPS WITH
JOURNALISTS
 Respond Quickly and Professionally:

- Journalists work under tight deadlines. If a journalist reaches out for

information or a comment, respond as quickly as possible to show that you
value their time and deadlines.
- Example: If a reporter asks for a quote for a breaking news story, providing it
within their required timeframe will build trust and increase the likelihood they
will come to you again in the future.

 Keep Communications Open:

- Build relationships by staying in touch, even when you don’t have a pitch.
Share useful information or congratulate them on recent stories they’ve written.
- Example: Sending a brief note to a journalist praising their recent article
shows that you’re engaged with their work and fosters goodwill.
 WAYS TO BUILD RELATIONSHIPS WITH JOURNALISTS

 Be Transparent and Honest:

- Journalists value credibility. If you make a mistake in your pitch or a media
interaction, own up to it and provide corrections as needed.
- Example: If you provided incorrect information in a previous pitch or
interview, send a follow-up clarifying the mistake rather than ignoring it.

6. Offer Exclusives:
- Offering exclusive content, interviews, or first access to new products to
select journalists can make them feel valued and enhance the relationship.
- Example: When launching a new product, offering an exclusive first look
or interview to a journalist you have a strong relationship with increases the
likelihood of a favorable, detailed story.
 THE IMPORTANCE OF COMBINING PITCHING AND
RELATIONSHIP-BUILDING

 While a well-crafted pitch can grab a journalist’s attention, strong, long-

term relationships ensure consistent coverage and trust. Media pitching
without relationship-building can come across as transactional, while
relationship-building without proper pitching won’t generate the media
interest and coverage you need. A combination of both allows you to
present your organization effectively and maintain credibility in the media
space.

 Example: A PR professional who maintains good relationships with

journalists in the tech industry can pitch a story about their company's
innovative product more effectively, as journalists are more likely to
consider the pitch from a trusted source they’ve worked with before.