Research as Main Anchor of PR (Lesson 5)

CHAPTER 5: PUBLIC RELATIONS RESEARCH


This chapter discusses the importance of research and the different types of research that is crucial to the effectiveness of public relations.
An overview on the stages of research using a Mindmap.

(Click to view larger image)


This chapter also reminds me that public relations is about the public, and therefore research is important in assessing public opinions, and how to better serve their interests and needs.


An example of public relations campaign with impressive behind-the-scenes research is a campaign to raise public profile for PeakCare (QLD) and increase their influence on the government.


Campaign Title: Better Outcomes for Queensland Kids
As seen in the through the link, intensive research was being done following the three stages: plan, implement and evaluate.
Results based on the research done was clearly listed out in table form, and presented in such a way that is easy to understand for both clients and non-industry individuals.


Here is a brief overview of the research done for this campaign
SITUATION ANALYSIS : (Planning stage)


Identify problem --> 2004 internal review: found many members did not view PeakCare as a leader in the sector, and they felt the organisation did not use the media effectively to pressure the State Government for additional funding for service delivery. The sector overall suffered from lack of unity, poor relationships, competing agendas and a lack of data-sharing and broad-based research between key advocacy organisations.
By June 2004 there were more children and young people were at risk of abuse or neglect in Queensland, based on the Department’s own figures, than before the damning 2003 Crime and Misconduct Inquiry into child protection. Leading up to the first anniversary of the State Government’s Blueprint framework for improved child protection in Queensland, developed in response to the Inquiry, Synchronous identified an opportunity for PeakCare to claim the leadership role and kickstart a broader communication campaign.


GOALS AND OBJECTIVES: (Planning stage)
Clearly defined and specific



The overall goal of the Child Protection Summit was to secure improved policy and funding outcomes for children at risk of abuse and neglect in Queensland.

The objectives of the Child Protection Summit were to:

1. Establish PeakCare as a recognised leader in the child protection sector.
2. Enhance PeakCare’s credibility with and influence on Government.
3. Promote increased collaboration and information sharing across the child protection sector, to strengthen their case for policy decisions and/or funding.
4. Increase member satisfaction with PeakCare’s performance.

Set according to problem identified.

RESEARCH: (Planning stage)

Purpose:

• To develop a broad-based internal and external communication strategy
• To understand how key stakeholders perceived the organisation and what it would take to improve PeakCare’s reputation

Using: 

• Detailed review of Peak's existing discussion papers and policy documents
• Interview of seven key stakeholders

These findings, coupled with the forthcoming anniversary of the Blueprint, shaped Synchronous’ recommendation that PeakCare hold a high-profile industry event to kickstart a broader communication program to raise its profile, build credibility and improve the delivery of child protection services.

TARGET PUBLICS: (Planning Stage)

The target audiences are not baseless choices, but has a clear rationale behind them. These rationales are derived from the research done earlier in the planning stage and chosen in order to achieve the goals and objectives.

IMPLEMENTATION:

Synchronous worked closely with PeakCare during the whole implementation process in order to tell early signs of success of problems.

On Friday May 27 Synchronous Communication sent out a media alert warning of the lack of progress in child protection in Queensland since the 2003 CMC Inquiry, and inviting media to attend a media conference immediately following the summit. In order to get child protection, on to the news agenda for the day, PeakCare President Russell Bricknell gave an interview expressing his concerns to Brisbane’s Courier-Mail that appeared on the morning of the summit.

In the months following, the heads of the participating organisations consulted extensively with their membership on the six-point plan agreed at the summit, which later formed the basis of a major policy submission to the State Government.

EVALUATION:

Evaluation is done to...

• gauge the overall effectiveness of the campaign. 
• Satisfaction of clients
• Clear measure of positive/negative results. 
• Evaluate the reason behind success or failure

Ethical Dilemma (Lesson 4)

PUBLIC RELATIONS ETHICS

A topic that defines public relations and is even more important than the skills that equip PR practitioners. A brief summary of the chapter before heading to practical examples.

'Ethics is about standards of behaviour, specifically, concern for 'good' behaviour and consideration of how our behaviour, as an individual or an organization, affects the wellbeing of others or society as a whole.' - a definition worthy of regurgitation from the text.

The value of ethics can b challenged based on its subjectivity of it all, however, there are universal moral and ethical basis of guidelines to follow. Other than the ten values that Michael Josephson bought forth, being ethical has to be a natural, instinctual process inbuilt in all PR practitioners. In order to achieve this instinctual behaviour, one has to be willing and open to the concept of ethics, know and understand ethics, and develop the skill to behave ethically in all situations.

The ethics schools of thought proposes four theories:

1. Virtue ethics

It view ethical behaviour as one that is guided by an individual's personal values.

2. Deontology

Ethics as set by the law, codes of conduct and agreed principals or regulations set by the client or PR agency.

3. Consequentialism

Ethical or unethical decisions are based on the presumed consequences they will bring.

4. Ethics of inclusion

Decisions are made by consulting a third party's view or taking the perspective from another individual.

Here is a movie that shows an example of conglomerates behaving unethically for greater gain for themselves.

In 2000, Dick Harper (Jim Carrey) works for a company in Los Angeles called Globodyne. Dick is 'promoted' to Vice-President of Communications by company CEO Jack McCallister and company CFO Frank Bascombe. He is also asked to appear on the show Money Life. Watch the video below to see what happens after he appears on the show.

As seen, Dick was unknowingly used as the public face of this unethical behavior of forcing a company into bankruptcy in order for a bigger company to profit from it, ignoring welfare and needs of stakeholders. This shows the importance of PR practitioners' role of upholding honesty and integrity of their clients. Indeed, PUBLIC RELATIONS is termed so as its first priority and loyalty goes to the public. PR practitioners have to do adequate research in order not to commit the same mistake as did Dick. A wrong decision made will result in a snowballing effect and hence consequentialism school of thought and ethics of inclusion come into play.

What are other examples of unethical behaviour in view or public relations? Something that may not seem to have such a big effect as compared to the case of 'Fun with Dick and Jane' or its real-life counterpart 'Enron and Worldcom scandals'?