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'?

Strategy and Theory - MISUNDERSTOOD (Lesson 3)

The study of theory is often misunderstood to be mere academic novelty and is not relevant to real world application. In the same way, developing PR strategies is perceived to be of little benefit as PR practitioners are expected to be flexible and 'go with the flow' of events. These are a few misconceptions addressed and learnt this week through the lecture by Miss Tanya and the Chapter 3 readings. This post will use a case study  of a PR project in direct comparison with the theories and strategy plan learnt.

A strategy creates a clearer course of action and ensures consistencies throughout any campaigns It involves a tedious 8-steps process:
1. Research
2. Analysis
3. Goal Setting
4. Objective
5. Developing strategies
6. Devising and implementing tactics
7. Monitoring
8. Evaluation

This strategy outline is being used for most PR campaigns and can be seen in the case study below.

Case study: Eclipse Gum - Get Fresh (consumer marketing)

http://www.lib.uts.edu.au/gta/?page=show&id=609

The Wrigley Eclipse Gum campaign, as described, is a good, relevant example of a 'tightly integrated marketing project'. Mango, the PR company in charge of this project, uses print and broadcast advertising, ambient (experiential) marketing and other PR activities to recreate Eclipse's brand. It ties together the theories we learnt thus far.

IN LINE WITH STRATEGY
Let's look at their 8-step strategy plan
Situation Analysis
In this case, analysis is done first as Mango needed to find out the problem at hand (lower than desirable awareness of product despite new packaging and flavors) and subsequently come up with a strategy to solve the problem. Through analysis, the company is able to set apart a target audience as well as the change needed to be made in Wrigley's PR structure.

Research is done through a series of 20 one-on-one consumer interviews to ask detailed question aimed to find out when, where and how to reach out to their target audience.

Next is setting Goals and Objectives.
The goals and objectives set are not merely vague statements such as 'creating  brand awareness' or 'increasing product sales'.
To put it in a one-line statement,
The goal of the campaign: build trial to increase sales and build awareness of Eclipse and equity in the brand. Eclipse has been on the market for five years and despite the availability of four recently introduced flavours, only 15% of tracking respondents claimed noticing anything different about Eclipse Gum. (Source: Wrigley)
(do read link to get a better idea)

However, the company should include clear numerical statistics or quota to reach in order to monitor the results and also to prove results to Eclipse at the end of the PR campaign. Ms. Tanya mentioned in her lecture that these statistical goals are often underestimated (on purpose) so that it is easier to account back to the clients.

Target publics is clearly defined in terms of age and group personality.
Mango focuses on an interactive campaign, getting 'up close and personal' with the target audience and potential consumers.

The implementation and evaluation will be further looked into in the later chapters.

IN LINE WITH THEORY
System theory
It is highlighted in the theory that an organization is a system made up of subsystem – manufacturing, marketing, finance, human resources, and public relations, hence an interconnected space.
In the case study, Mango understands and implements the concept behind this theory by working in hand with advertising agency DDB and media buying company OMD (boundary spanning and requisite variety). The campaign also operates in an open system where audience feedback is greatly valued (cybernetics).


Communication theory

1. Persuasion

'Attitudinal change before behavior change' I believe that the previous statement is arguable as behavior change can take place first. E.g. a person might buy an Eclipse Gum due to having seen its advertisement but his attitude towards the brand only changes after having tasted it. 

Mango uses the persuasion theory or seeking to change attitudes of consumers by creating a good brand image in hope for a change of behavior.

2. Source credibility

The company did not use celebrities. Instead, by engaging in an experiential campaign, the word of mouth effect is used, and hence there is source credibility (word spread through people that they know).

3. Emotional appeals
Not significantly used.

4. Coorientation Theory
This theory recognizes the need to have differing perspectives and hence reaching an agreement. It is the by-product of implementing system theory discussed above.

5. Agenda setting
Mango can be seen using this theory in their approach to build talk value around the brand through inthemix and adhoc sponsorships. (Check out 'implementation')

6. Framing
The approach taken in the campaign is how Mango intends to brand Eclipse. 

 “I have to have eclipse gum when I need fresh breath” 

“I should get this when I know I’ll be very near someone in an intimate situation”.

The above is what the company wants consumers to feel about Eclipse and hence the campaign is framed in an excitable and interactive way.


Two interesting videos to end off, ENJOY!

Eclipse Gum Commercial

Eclipse partnering with Twilight Saga

EXPERIENCE makes a difference (Lesson 2)

After understanding the rationale for the practice of public relations, the second chapter delve into how the trends of public relations have changed over time, with significant developments that requires PR practitioners to embrace a different set of skills and scope of job. In chapter 2 'Trends and developments' of the readings, it is said that societal demands shape public relations, and this is because the most important stakeholder of an organization is society itself.

The most obvious change in the functions and behaviors of society would be in effect to the rise of new media.  PR practitioners need to be able to engage consumers through new media as they have become active participants instead of passively receiving information about two decades ago. Hence comes the idea of experiential marketing which was discussed through today's lecture. The main difference between this form of marketing and traditional marketing is that the former focuses on the consumer (their emotional attachment to the product) while the latter is leans towards being product-based (functional value of the product).

http://www.becauseexperiential.com/flash_home.php

The above is an experiential web site where experiential marketing is promoted. The homepage is an interactive flash website which being 'interactive' is the essence of experiential marketing. There is also a portfolio (backchat) of past branding and marketing experiences throughout UK which inspired me and constructed a more in depth understanding of experiential marketing through concrete examples.

The following will be few examples that I find pretty interesting and relevant to Singapore's context. (taken from http://blog.becausexm.com/.

#1 YAHOO BUS STOPS- interactive video games

This particular post caught my attention due it's similarity to recent news in the the Straits Times regarding the possibility of interactive billboards at bus stops instead of printed posters. It ties in with that is being taught in the lecture; print or TV advertisements is becoming increasingly ineffective as consumers can choose whether to view them or not. However, when advertisements and marketing are made interactive, it attracts consumers emotionally and hence has a greater impact although it may not seem to be able to spread the message on a massive scale.

#2 MACDONALDS Interactive Billboards

McDonald's Piccadilly Circus

Macdonald's has many creative experiential marketing ideas as shown in the two videos above which engages audiences and give them a memorable experience. It also creates a 'fun' image for McDonald, hence a favorable image for its brand.

#3 Guerrilla Marketing

Guerrilla marketing is a form of experiential marketing which is simply a form of unconventional marketing beyond simple print advertisements. Here are some creative examples! (all images taken from http://www.guerrillafreelancing.com/guerrilla-marketing-examples/)

Another point I would like to add is the influence of the word-of-mouth contagion. As mentioned before, experiential marketing may not seem to have impact on a large scale. However, it is actually a powerful effect on branding and in building consumer's trust. Hence giving consumers a positive experience will in turn create awareness of the product in which experiential marketing seeks to achieve.

On a last note, it is important to recognize that public relations is a global profession, therefore there is a need to understand the impact of varying cultural values and beliefs in order to create a positive experience for consumers.

A look into PR (Lesson 1)

Public Relations - speaks, writes, boring. Three words that are generally hard-wired into my brain at the start of the trimester when the modules are released. However, the first lecture for Intro to Public Relations puts PR practitioners in a different light. Hence three other words - dynamic, challenging and I would say in the least cliche way possible, interesting.

Three types of public relations were being introduced and further elaborated on.

1.     Branding and consumer PR

2.     Corporate-internal communications, crisis management

3.     Trade - business to business

All three main aspects of specialization in PR seems to demand a higher level of thought process and creativity than journalism which the module 'Intro to Journalism' in the last trimester proposes.

A few other things that I manage to take in during the lecture are the numerous definitions of public relations, all pointing to a common direction, which is to communicate, building of image and reputation and with guiding ethical principles to achieve objectives.

Up next would be 3 exciting months of learning so much more about public relations, through real industry case studies, debates, final PR plan and of course the essential reason for this blog to be set up - reflections of theoretical readings.

Also, I came across a website of a company 'Duffy & Shanley" which has portfolios concerning public relations. It is really interesting how ideas and stories are pitched, and how they always get noticed.

http://duffyshanley.com/publicrelations.html