Overview
A key element of effective public relations evaluation is an understanding of the variety of research strategies and techniques available. This practical workshop examines how to apply them in a public relations context.Level
This workshop is designed for account managers and account directors (and senior in-house practitioners) who wish to develop their understanding and application of research methods. It is designed for delegates who have undertaken the Evaluating Public Relations workshop or who have equivalent expertise/experience. Delegates design and develop research artefacts to a brief and are provided with expert answers.Content
- The role of research in public relations and communications
- Primary research: direct measurement
- Secondary research: desk research and the internet
- Choosing research strategies: quantitative versus qualitative
- An overview of research methods
- Research tools: surveys, questionnaires, interviews and focus groups
- Sampling, piloting and analysis
- Developing a media evaluation brief
Outcomes
Delegates who complete this masterclass will have a clearer understanding of research methods and their application. Their ‘hands on’ experience will enable them to undertake relatively simple research themselves, and to effectively manage and commission more extensive research programmes from specialist suppliers.Linkages: this workshop is underpinned by Evaluating Public Relations .
Maximum number of delegates: 8
Delivery: one-day masterclass