The Role of Research in Public Relations

Text 5

 

(Life of human beings is research in the study of communications. But what communications – this side or the other side? The PR side or the outside? You speak your mind, then read the survey of a specialist.)

PR is only as good as the research that underlies it. Nothing creative can happen in the blind. PR, by definition, depends upon a repository of information in the minds and hearts of the target audience. Research defines what information may be missing and how existing information can be credibly reorganized. Research is of strategic importance. Research helps target information to strike responsive chords and to produce credible effects in its targeted audiences.

PR research can be broadly classified into two categories: factual research of public information and public opinion research. It is the study of the listener, watcher, or reader who makes up the “public:” the practitioner “relates” to.

Factual research can produce clues. Opinion research can produce hypotheses. When processed by the creative mind of a publicist, such clues and hypotheses lead to effective campaigns.

Reading may be as important a function to public relations as writing. Much of the practitioner’s world involves accumulating, evaluating, classifying, and synthesizing information and ideas.

To work at their best, public relations men and women must have easy access to such minimum reference tools as a good dictionary, a thesaurus, an atlas, at least one almanac, a compendium of governmental statistics, and a library at the end of the telephone.

Even the smallest public relations department or counseling firm needs a reference library and some method of culling useful information from newspapers and other periodicals. To keep current, practitioners must be exposed to the press and other daily media important to their organizations.

 

In any PR organization of more than a few people, a librarian quickly becomes a must, even if the person cannot devote full time to this task. Few busy PR practitioners have the time to read all the publications crossing their desks. Somebody has to scan many of them to clip out those items the professional ought to see and may want to route to others. This is an important form of PR research.

Once someone has been designated as reader and clipper, that person is usually asked to dig facts out of standard references for articles and speeches.

Few PR activities can be accomplished without some element of literature research. Most matters can rarely be dealt with without reference to authoritative sources outside the organization.

 

Larger corporations, trade associations, and PR firms tend to maintain libraries staffed with professionals. In some organizations, there is a substantial department to conduct research.

In a large department, researchers do much more than simply clip articles and monitor newswires. Research projects constantly flow into such a department and can range from requests for four reference-book information to quite elaborate sometimes difficult undertaking. Researchers are made a part of the PR team.

A small PR department or counseling firm that wants to establish a research capability with limited funds needs the minimum reference works previously mentioned.

 

Opinion Research

 

There are vast data banks that can tell researchers and PR people almost anything they need to know about the public, demography, market behaviour, media habits, lifestyles and opinions. There is so much opinion research available today that, before commissioning a new study, the practitioner should ask, “Does the information exist already?” It probably does. Advances in computer software enable researchers to use these data banks as if they were a single, integrated system. Software programs have been developed that break up, or segment, each group of population into definable groups on a national or local basis, allowing them to be analyzed with regard to buying habits, political beliefs, or any of the data banks.

 

A public opinion researcher must be aware of why a poll or survey is contemplated. When a survey is conducted for purely PR purposes – that is, to generate information for publicity campaign through news media – then the researcher must follow professional and ethical procedures to avoid criticism.

Of the custom surveys conducted annually by public opinion research companies for public relation or marketing purposes, only a small percentage are for publications. Most are for strategic use; that is they are used to design communications strategies, not to be a story in themselves.

Typical techniques for carrying out quantifiable surveys include the telephone interview, the face-to-face personal interview, and the self-administered, mail-back poll. The latter technique is especially useful for internal samples (employees, shareholders, or customers), where a response rate of 60 per cent or more can be expected if the survey is implemented correctly.

Research provides tangible understanding, based on documentation that gives a substantial basis for the direction of almost any PR venture.

 

Word Study

 

· 5.1. Give the five synonyms for the verb ‘to execute” (e.g. some function or duty), all of them were used herein (e.g. concerning researches and other PR activities).

 

· 5.2. Find the difference between the elements of the couples below:

- a target audience – a targeted audience;

- a research – a study;

- a survey – a poll;

- A custom study – a commissioned survey.

 

· 5.3. Analyze and explain words in the following combinations:

- they must have a library at the end of the telephone;

- nothing can happen in the blind;

- to work at their best, they must have easy access to many tools;

- to keep current, they must read periodicals;

- a librarian becomes a must;

- media habits of the public;

- market behaviour of the public;

- the surveys are used to design strategies, not to be a story in themselves;

- a quantifiable survey;

- a self-administered, mail-back poll.

 

· 5.4. Fill in the blanks, using the lexical units from the text.

- Intelligence and knowledge are a prerogative of a human being. The human brain is _______.

- Research underlies public relations, PR depends upon research, it perfects and promotes PR. Research is of ______________.

- I dig out info from mass media. I not only select it, I _________.

- They read, listen and watch. They are flooded with statistics and news. We may say that they are ________.

- He took office last week. We were surprised, but we lacked some figures. All of a sudden, the FBI offered their database, and this __________.

 

· 5.5.Give the Russian equivalents for:

- factual research;

- opinion research;

- to process information;

- to cull info from smth.;

- to route info to smb.;

- to conduct a research;

- a custom survey;

- to commission a study;

- to contemplate a study.

 

· 5.6. Translate the following sentences:

- Для осуществления деятельности по связям с общественностью необходимо пользоваться информацией только из компетентных источников.

- Она делала вырезки, фиксировала телеграфные сообщения, звонила по телефону по указанию редактора, а по вечерам училась в университете на отделении PR.

- Мэр часто обращался к нашему отделу. Эти обращения были разного свойства – от простенькой просьбы до серьезного указания.

- На сегодняшний день в библиотеке коммерческого центра имеются в наличии результаты всех исследований по проблемам рекламы и маркетинга в нашем городе за последние три года.

- Возьмите распечатки с итогами опроса общественного мнения и проанализируйте их относительно реакции респондентов на срывы в работе коммунальных предприятий города.

 

Scanning

 

· 5.7. Answer the following questions:

a) A non-professional may think that PR needs no research that mechanical accumulation of information will suffice for practical work. Is he/she right?

b) The author suggests two categories of research: factual and opinion. How do internal communications and strategic surveys come in? Couldn’t they form a third category?

c) Accumulation of information starts with –what? Do we know where we end? What kind of process is accumulation in itself?

d) Data banks. Banks of what data? Who banked these data? Can PR always bank on them? The data bank and the database, are they not cousins?

e) PR is worldwide. PR organizations are uncounted. Many are worldwide celebrities. Alongside with public opinion research companies. In America, Europe, Asia. Name some of them.

f) Do PR departments have to have special researchers on the staff? Or do PR practitioners have to conduct research themselves, hands and heads? Who is to decide?

 

Unit 6

Working with News Media

Text 6

 

(After reading their title, you may be struck by some idea, definitely touching upon the communications of PR personnel with the news media. What is this impulsive idea? Of an interview with a smiling face? Of a news-release that has claimed half-a-day’s energy of yours? Be honest and share your idea with your group mates, at least while you are students.)

 

Getting desirable news and feature coverage in the media is an essential function of public relations. Known as successful media placement, this is more than a mechanical process; it is something of an art. Practicing this art requires a multitude of talents: a flair for creativity, an eye or ear for the unique story, an understanding of the media, and a solid knowledge of the company, issue, or product being presented to the media as newsworthy.

 

Just getting an organization’s or individual’s name in the newspaper is pointless if that exposure has no other goal than gratuitous publicity. Having a good idea or “hook” is important, but even more important is the ability to put the “media plan” into effect, to follow up with contracts, and to create tangible results.

Media placement begins with research. The successful practitioner is constantly on the lookout for something that sets his or her company, client, product, or service apart from the rest of the pack. What makes the firm’s activities more interesting than those of its competitors?

When the PR practitioner is confident of the objectives of the program and the themes or ideas to be presented, it is time to identify the appropriate media to approach. There are several reliable media directories available.

 

Whether he or she is trying to set up an interview, publicize a service, or promote a product, the PR practitioner usually approaches the media first with a carefully crafted and succinct pitch letter and then follows up with a phone call.

The PR practitioner should be prepared to deal with no quests for exclusivity. He must clearly understand whether an editor is asking for an across-the-board exclusive (that is, the story will be discussed with no other outlet) or just an exclusive within a geographic area or field of interest.

Since public relations practitioners work with electronic as well as print media, it makes sense to avoid such outmoded terms as “ press releases ”, “ press kits ”, and “ news conferences ”. No one wants to alienate the all-important electronic media by employing that print (i.e., press) is the only game in town.

One of the most important tools in dealing with the media information is news kit. The material in the kit should be factual, accurate, well-written, and attractive.

The kit may include: news release; question and answer sheets; fact sheets; photographs; film clips or slides for television; colour transparencies with captions (if in colour); logo sheets; maps; charts and graphs; pertinent reprints; speeches; biographical information on individuals mentioned; news-letters; company magazines; brochures; annual reports; list of sources to contact for additional information.

 

Delivery is generally determined by many factors: time, importance of the media. Distances. The PR practitioner has several options: regular mail, overnight mail, special messenger, personal delivery, or special newswire.

PR practitioners sharply differentiate between the print and electronic media. A story that merits a thousand words in a daily newspaper may get 200 words in a weekly new magazine, 60 seconds on television, and ten seconds on radio. Skilled practitioners take advantage of these differences to tailor their information to the requirements of each medium. They see the differences as opportunities rather than obstacles.

 

Print Media

Newspaper. They are dailies and weeklies. The physical size (tabloids versus standard) and circulation may differ, yet content is generally similar. They report mainly on events of the previous day or the same day. In a few large cities, both morning and evening papers are published. They use photographs from a wide range of sources. Weeklies differ from a wide range of sources. Weeklies differ from dailies in several ways, often going into more depth. From a PR practitioner’s standpoint, a weekly may be more receptive to good material from PR people, because a weekly paper editor has a small staff, or even no staff for news gathering, and may have less time to consider outside material.

 

Sunday supplements. They generally are published on weekends (for example, Parade and USA Weekend in the USA). They are feature oriented and tend to keep to topical events. They run information of an “evergreen” nature as well. A key point for a PR person to remember in working with them is the rather long lead time, 6 to 8 weeks, under which they operate in developing their features.

 

Consumer magazine s. They offer tremendous opportunities for the PR practitioners (e.g., more than 1,500 magazines in the USA). They zero in on particular subjects, such as sports, business, computers, health, food, and travel (unlike the handful of general interest magazines). Publishing dates range widely: weekly, monthly, quarterly, and semiannually. The best advice for a PR person is to check with the editors on their needs or to submit queries before investing substantial time in story development.

 

Trade publications. They cater primarily to the needs of specific segments of business and industry, virtually every industry. They depend on the needs of the readership.

 

The key to working with the print media is a good working knowledge of the requirements of the publications. It is essential to know the media. A good PR practitioner must pick up recent copies of the publications and study them: how they treat subjects, which subjects are emphasized more than others, who the columnists and the editors are, how they treat photos. It pays to have this kind of information in hand before approaching publications. It is especially counterproductive to propose a story that is the same as or very similar to one recently used.

 

Electronic Media

 

Television. In dealing with television, PR practitioners distinguish sharply between ideas for network television and those for local stations. Network TV is rarely interested in a subject without national appeal, while TV stations are rarely warm to an idea, story, or project that lacks local or regional interest. Time is another important element. In planning for TV publicity, practitioners look for a story with dramatic or, at the very least, interesting visual qualities. Without something eye-catching, an idea has little chance of making it to the TV screen. The PR practitioner should have a good working knowledge of the specific show or newscast targeted for publicity: format, time-frame, type of guests, point of view. This knowledge permits a story to be positioned properly so that it has the greatest possibility for acceptance. In publicizing a news story, the PR person almost always deals with a program’s producer who decides whether a specific story will become part of the newscast.

 

Radio. It provides more frequent news coverage than any other medium (even every half-hour throughout the day). The primary opportunity for publicity in radio lies in the great number of talk shows that interview guests.

How to Reach the Media

There are literally dozens of techniques for generating media interest. Each has benefits and drawbacks.

 

Written release. A news release commits a story to paper in the style acceptable to the media for which it is intended. Some general news stories are written one way for newspapers and another for the electronic media. The release may be a single copy for a particular news outlet, or it may be reproduced by the hundreds for broad distribution.

 

Interview. When the subject matter is important enough, when questions that must be answered by an authority will arise, or when publicity for an individual is the goal, interviews may be necessary. There is no way of categorizing interviews; they will follow the interviewer’s interests and may often stray considerably from the original subject. Often, for the electronic media, they are recorded at length, but only one or a few short segments actually go on the air. Print media interviews may last for extended periods, or reporters may return time and again for further information or viewpoints. Thorough preparation can help a spokesperson handle difficult, even hostile questions with confidence. Similarly, providing the interviewer with background information on both the spokesperson and the topic can help keep the interview squarely on target.

 

News conference. It should be reserved for especially newsworthy events. In deciding whether to hold a news conference, the PR staff must ask, “Can the information be disseminated as effectively in any other way?” If the answer is no, then a conference is in order. A basic checklist of activities and due dates includes site selection, refreshments, audio-visual equipment, speeches, invitations, media lists and confirmation calls, press materials, staffing, run-through, and devil’s advocate questions. This list can go a long way in helping to make a news conference successful.

 

News briefing. It can be used when a company does not have hard news to report but can provide interesting background information or its views on a particular issue. The briefing permits an exchange of views or in-depth questions. Media representatives are receptive to this approach.

 

Editorial board meeting or roundtable. A business leader or spokesperson will meet with the key editors of a publication to discuss the companies or industry’s plans and prospects. Such meetings give the spokesperson an opportunity to influence future editorial opinion.

 

Media tours. It is sending a spokesperson or public figures to several cities to speak with as many reporters as possible. Such tours can be effective ways to target a message to specific geographic markets. Before a media tour, the spokesperson should be thoroughly rehearsed to deliver key messages as well as to become comfortable with various interviewing techniques used by the media.

 

Case histories, or success stories. They are publicity stimulators, particularly for trade publications. Often the case history is based on a satisfied customer’s explanation of how it has been helped. Such stories are informative, educational as well as promotional.

 

Editorial colour page. Some practitioners, especially in food publicity, provide newspapers with camera-ready copy and artwork or photography. A colour page should feature good quality photos and interesting copy.

 

Video news release. It can make it easier for stations to cover a story. It is a “clip”, featuring the company’s message. It can be distributed to TV stations across the country. They may pick up the release for use in their regular news programming. If the release is mailed to the station, the PR staff must keep in mind that more than the videotape can be sent (related press materials can be included).

 

TV slide kit. Less expensive than a video release. Includes a script, slides, and various props that a broadcaster can incorporate into a program. The skill lies in designing the kit.

 

Special radio opportunities. A service is offered whereby a company can buy time for informational features on a regular schedule (e.g., from two to 30 minutes).

 

Radio actualities. These are prerecorded features. They can be scripted versions of press releases for newspapers.

 

Radio interviews. Radio stations conduct interviews over the telephone. So, a spokesperson is used in a cost-effective manner. The PR practitioner can use such interviews to target information to specific audiences or areas.

 

Radio trade-for-mention promotion. Radio is open to company-sponsored contests. The company develops a contest or a promotion concept that involves listener participation. The company provides prizes at no cost to the station.

 

Media alert. To target a particular media group that is not readily reached over a news wire service, it’s a good idea to send the media alert by mail or messenger. The alert may be packaged with eye-catching press materials.

 

Backgrounder. It is a document that covers the entire subject in an easy-to-read form (written in journalistic style). It can run 20 pages or longer. Particularly useful in developing feature stories.

 

White papers. Similar to backgrounders. The difference is that white papers focus on a company’s position. Both are designed as reference pieces rather than news releases.

 

Photographs. It tells a story with little reliance on the text. Captions and cut lines identify the picture. Every photo submitted for editorial consideration should be clearly marked. The media will give short shrift to photographs that are not first rated.

 

So, the task of working with the media can be capsulized in a few key phrases:

- Discover and create a unique and salable story.

- Target the audience.

- Pitch the appropriate story to the appropriate media with finesse and honesty.

- Know how to use spokespersons. They must be well prepared.

- Clearly identify an available person who can be contacted for more information.

Word Study

 

· 6.1. Match the following nouns and infinitives (scooped up from the text):

 

The ideas	To report
The media	To be positioned
The list of sources	To approach
A story	To contact
News	To be presented

 

· 6.2. Use the dictionary and explain (see the context):

gratuitous publicity;

a succinct letter;

tangible results;

pertinent reprints;

tabloid versus standard;

general interest magazines;

the primary opportunity;

to record an interview at length;

to keep the interview squarely on the target;

devil’s advocate questions;

to become comfortable with various techniques;

a promotion story;

a camera-ready copy;

artwork;

to give a short shrift to smth.

to capsulize the task in some words.

 

· 6.3. Find the synonyms for the following:

a multitude of talents;

a solid knowledge;

the appropriate media;

a carefully crafted letter;

outmoded terms;

to have several options;

tremendous opportunities;

to be more receptive to good material;

information of an “evergreen” nature;

to invest time in smth.;

to have hard news;

it is counterproductive to propose a similar story;

a subject without national appeal;

to have a good working knowledge of smth.;

dozens of techniques.

 

· 6.4. Translate into Russian (see the text).

- The story will be discussed with no other outlet.

- Print is the only game in town.

- A story merits 60 seconds on TV.

- Sunday supplements are feature-oriented.

- Magazines zero in on particular subjects.

- The advice is to submit queries before developing a story.

- It pays to have this kind of info in hand.

- TV stations are rarely warm to such projects.

- There is no way of categorizing interviews.

- The skill lies in designing the kit.

 

· 6.5. Translate into English applying the phrases from the text:

- При таком малом штате нам трудно проводить в жизнь этот план.

- Специалисты PR должны осторожно выбирать СМИ для взаимодействия.

- Прежде всего, следует отделить дорогостоящие каналы информации от доступных.

- Когда вы уверены в таком способе рекламы, убедите всех коллег в его выгодности.

- Воспользуйтесь преимуществами электронных СМИ и ускорьте распространение этой очень важной информации.

- Гуманитарное образование предлагает широкие возможности молодым энергичным людям в сфере журналистики, социологии и связи с общественностью.

- Многие печатные издания пытаются угодить местным властям и прибегают к искажению фактов.

- Никто не будет знакомиться с материалами, похожими на те, что публиковались недавно.

- Если работники PR не совершенствуют свои знания, не расширяют свой кругозор, то у них мало шансов повысить авторитет своей службы.

- При нынешнем техническом оснащении нет необходимости мучить машинистку перепечатыванием ваших материалов – вы можете размножать их сотнями за считанные минуты.

 

The phrases from the text: to be similar to smth, to cater to smth, to have little chance of making it to smth, to reproduce smth. by the hundreds, to put a plan into effect, to offer opportunities, to be on the lookout for smth., to take advantage of smth., to be confident of smth., to set smth. apart from smth.

 

· 6.6. Add these phrases to your professional vocabulary and make use of them in the situations of your own.

 

Media placement	A confirmation call
A pitch letter	A run-through
An exclusive	A case history
A new kit	A promotion concept
Overnight mail	A media alert
Circulation	A backgrounder
A feature	To keep to topical events
A consumer magazine	To run information
A newscast	To stray from the subject
A site of conference	To go on the air

 

Scanning

 

· 6.7. Answer the following questions:

a) Why does PR try to make use of the news media? The question looks irrelevant, but there is a standpoint among businesses that PR people must do everything themselves.

b) The print and electronic media. Do you know of some other? Telepathy?

c) The news media of America, Europe, Asia. How many of them do and must you know? How about news agencies? CNN, CIA, BBC, and others?

d) Speak of the primary ways to reach the media, or the troublesome ones, at that. Which is easier – to write stacks of stuff or to arrange an array of functions? Are you an author or an organizer?

e) Try to formulate the lines and procedures of cooperation between PR and news media.

 

Appendix 1