1st Edition
Data-Driven Public Relations Research 21st Century Practices and Applications
The public relations industry is undergoing a revolution in using data to define promotional programs, to measure influence and to address the needs of clients with more precision than ever. Applying tools that range from online surveys to social-media listening to applying big data with sophisticated algorithms, today’s PR professionals are data-driven in virtually everything they do.
Data-Driven Public Relations Research is the first book for PR students and practitioners to offer an overview of these new practices as well as a glimpse into the future of these new applications, including "big data" and some of the applications from real-world PR campaigns and strategic planning. It includes contemporary cases involving brand name companies who are blazing new trails in the use of metrics in public relations.
This book presents a practical, accessible approach that requires no prior training or experience, with easy to follow, step-by-step measurement examples from existing campaigns. Using Excel, the book enables readers to export lessons from the classroom to the office, where use of statistical packages is rare and can give PR practitioners the advantage over competitors.
This pragmatic approach helps readers apply metrics to PR problems such as:
- Finding the best target audiences
- Understanding audience communication needs and preferences
- How best to present research outcomes
- How to manage major projects with specialized research firms.
Accompanying electronic resources for the book include sample answers to the book’s discussion questions, PowerPoint lecture slides for instructors and sample research exercises using Excel.
Acknowledgements
Preface
Chapter 1 Perspective on Public Relations Research
Chapter 2 Truth and the Researcher’s Attitude
Chapter 3 Starting to Apply Statistics
Chapter 4 Quantitative Analysis – Part 1
Guest Author Chapter: Problem Definition for Data-Driven PR
Chapter 5 Quantitative Analysis – Part 2
Chapter 6 Qualitative/Categorical Analysis – Part 1
Chapter 7 Qualitative/Categorical Analysis – Part 2
Chapter 8 Online and Social Media Measurements
Chapter 9 Ethics in Research
Chapter 10 Presenting Research Results
Chapter 11 Managing PR Research
Chapter 12 Data-Driven Media Relations
Chapter 13 Data-Driven PR for Nonprofit Organizations
Chapter 14 Looking Ahead in PR Research
Chapter 15 Broadcast Research
Chapter 16 Advertising Research
Appendix The Barcelona Principles
Biography
Jim Eggensperger teaches at Iona College in New Rochelle, NY, and has previously worked as a PR practitioner for clients such as Ernst and Young, Xerox and IBM.
Natalie Redcross began her career as a reporter, editor and, later, a K-8 teacher. She currently teaches in the Mass Communication Department at Iona College in New Rochelle, NY. She has worked in the theater arts, education and nonprofit arenas as a PR specialist and consultant.
"To enter the PR field and have an in-depth understanding of research is extremely beneficial. Research is the foundation of each and every successful integrated marketing campaign. It's how we learn more about our target consumer and customize campaigns to truly resonate with them." –Lauren Samaha, Vice President, Ketchum, Inc."Dr. Eggensperger and Dr. Redcross have mastered ways to use data for results in the classroom and workplace. A must read for public relations professionals." –Dr. Robert J. Petrausch, former chief communications officer for a Fortune 500 company and head of the public relations concentration at Iona College
"This book reveals the importance of research in the planning and implementation of impactful public relations campaigns. It presents real-world examples that show how to leverage facts and data to provide the context that helps frame the news and build credibility with journalists." –Dwayne Doherty, VP Corporate Communications, the Rockefeller Group
"This approach is pragmatic and up to date. Just the kind of thing that clients are looking for in PR research." –Senior Vice President, leading global PR firm
"Clients of all kinds want measurements, both of the campaign and of the overall marketplace. PR is becoming more data driven all the time." –Vice President, leading healthcare agency
