Primary And Secondary Research

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Primary and Secondary Research Primary and Secondary Research Research is the first step in the public relations campaign process. You will create an overview of existing research/information about the client and the relevant issues (secondary research), and new original research about publics’ attitudes, opinions and beliefs through in-depth interviews (primary research). Finally, you will create a SWOT (Strengths, Weaknesses, Opportunities, and Threats). Part pages): Secondary Research: Create a summary of existing research about the client organization and relevant issues. Part 1 has two sections: Internal Factors (the client) and External Factors (relevant issues) .

Label each section. Each section should be no less than two paragraphs and include at least three sources (the total sources for this section should be at least six different articles/sources of information). Sources can include: The organization's website : While the org's website might have several pages of useful information, this cannot be the only source of information for this section. You must use additional sources in addition to the org's own site. You can cite this information at the end of the sentence like this: (humanesociatey.org/history) Articles from news media outlets: (local and national), trade publications, credible blogs/online outlets.

Please let me know if you are unsure if a site is considered a credible source of organization. You can cite this information at the end of the sentence like this: (Jones, 2019) or (PRDaily.com 2018). Research studies: published by government organizations (including the census, city/state agencies, etc.), nonprofits or NGOs (non-governmental organizations), or scholars/academic researchers. For example, the National Parks website has comprehensive statistics about all of their parks, all provided free to the public online. Also--s ometimes competing or similar organizations' websites can be a great resource for research studies or other useful information!

You can cite this information at the end of the sentence like this: (Jones, 2019) or (Centers for Disease Control, 2018). Personal communication: OPTIONAL: If you would like, you may contact the client organization for details that might not be available to the public. Please let me know if you would like help. To cite this information, include the name and title of the person you spoke to in parenthesis at the end of the sentence. For example: “The organization lost more than 10 volunteers last year and believes it is because of the new location, which is difficult to reach via public transportation.†(Jane Smith, Mostly Mutts Pet Rescue Community Outreach Coordinator) Internal Factors should include information about the client itself.

Most of your information will come from the organization’s website. There might also be a few media articles about the organization (the specific chapter you are working with and the national chapter, if there is one), but if there aren’t, that’s OK. External Factors should include information about the issues that are relevant to the organization and its publics. Simply put, the purpose of the organization. For example, if your organization is a pet rescue, relevant issues would be puppy mills, spay and neuter programs, local or national economic or environmental factors that are contributing to pet abandonment or a decline in pet adoptions, etc.

Information about competing or similar organizations can also be helpful (are there too many pet rescues in the area?). Part 2: Primary Research Primary research means new, original research that you create. You will interview two people who have been or could be affected by the organization. This should NOT be someone within the organization, but someone representative of the people you will be trying to reach through your campaign. For example, if you are working with the American Diabetes Association, you will want to reach out to people who have diabetes, friends and family of those who have diabetes, people who have donated or volunteers with ADA, and medical personnel and practitioners who deal with patients who have or are at risk for diabetes.

For each in-depth interview, plan for at least 20 minutes. Formulate questions that will yield-open ended answers. This is an opportunity to learn more about the public perception of your organization, so ask questions about their feelings, opinions, and beliefs. This information can be very eye opening and point you in a specific direction for your campaign. Be ready to ask follow-up or additional questions based on the subject’s response.

The beauty of the in-depth interview is that it’s flexible--have a conversation! How to find interview subjects: You probably already know people who fit the description of the target publics you hope to reach, and you can reach out through friends and family to find others (ask co-workers, fellow students, or post on Facebook). It's fine if they don't "perfectly" fit the description of the target publics you are trying to reach. For example: if your client is a pet rescue org, it's great to get the perspective of someone who has rescued a pet from a different org, or who has reservations about adopting pets--knowing their concerns can help you craft messages in your plan that might help change attitudes & raise awareness!

You will need to include this information in Part 2 (approximately one half page): List: The demographics of your anonymous subjects (Subject 1: Female, 24, nurse,…) A 1-2 paragraph summary of the responses to your questions--a transcript is NOT necessary. What were the most interesting, surprising, or significant responses and why? What were the consistent themes? Did your subjects agree or disagree on any items? Analyze their responses: what does this mean you should consider or focus on when you create your campaign?

Part 3: SWOT Analysis (two full sentences for each element of the SWOT) A SWOT is the “summary†of what you learned in both Secondary and Primary Research. For each element of the SWOT (Strengths, Weaknesses, Opportunities, Threats), create at least two succinct statements, for example: Strengths: The organization is fully staffed with seasoned leadership who have been in place for no less than two years. The organization is well-known in the community, having been featured on the local broadcast news at least four times last year. You may use bullets or a list format for this section. Some students like to create a four-section box for the SWOT. :-) ###

Paper For Above instruction

The foundational step in crafting an effective public relations campaign involves comprehensive research, encompassing both secondary and primary sources. Secondary research entails an extensive review of existing information about the client organization and relevant external issues shaping its environment. This process provides contextual understanding essential for strategic planning. Primary research, on the other hand, involves gathering original insights through interviews with individuals who are directly affected by or can influence the organization’s perception among the target publics. Together, these research activities form the backbone of an informed and targeted communication strategy.

Secondary Research: Overview of Existing Information

Effective secondary research begins with analyzing internal factors, which encompass detailed information about the client organization. Such data typically includes the organization's history, mission, services, organizational structure, community engagement, and reputation. For instance, in the case of a pet rescue organization, exploring their website reveals their mission to rescue abandoned pets and facilitate adoptions, highlighting their commitment to animal welfare. Beyond their website, credible sources such as news articles covering recent activities, initiatives, or issues confronting the organization provide additional perspective and validation. An example could be a feature in a local newspaper showcasing their recent successful adoption event or highlighting funding challenges.

External factors involve examining the broader issues related to the organization’s mission and environment. These issues might include societal problems like puppy mills, overpopulation, veterinary access, or economic factors influencing pet abandonment rates. Public perception of these issues can significantly impact the organization’s effectiveness and reputation. For example, if local media highlight the prevalence of puppy mills, this could affect community attitudes toward adoption or rescue efforts. Analyzing data from government agencies, NGOs, or research institutions adds depth; for example, statistics from the USDA or the American Veterinary Medical Association (AVMA) provide empirical backing for the external challenges faced.

Sources used in secondary research should be diverse and credible. Besides organizational websites, reputable news outlets (e.g., local TV stations or national newspapers), research reports, and government or NGO publications are vital. For example, exploring the USDA’s reports on animal welfare or the Humane Society’s statistics can inform external factors. Personal communication with organization representatives, while optional, can furnish nuanced insights unavailable in public records—such as recent shifts in policy or operational challenges.

Primary Research: Gathering Original Public Insights

Primary research involves conducting in-depth interviews with two individuals who are either impacted by or can influence the organization’s perception. These individuals should reflect the target publics, such as pet owners, potential adopters, volunteers, or community members with varying perspectives. Each interview should last at least 20 minutes and focus on open-ended questions that explore feelings, opinions, and beliefs. The goal is to uncover genuine attitudes and motivations that can guide message development.

For example, interviewing a potential pet adopter might reveal concerns about pet quality, costs, or pet behavior, while feedback from a community volunteer could highlight perceptions of the organization's operations or its community impact. It is important to select interviewees through personal or social networks, ensuring diversity in demographic backgrounds when possible. Summarizing their responses in terms of common themes and notable insights helps identify key focus areas for the campaign—such as addressing misconceptions or emphasizing strengths appreciated by the publics.

SWOT Analysis: Summarizing Research Insights

The final component of the research process involves synthesizing findings into a SWOT analysis, which succinctly captures organizational strengths, weaknesses, opportunities, and threats derived from both secondary and primary research. For strengths, the organization’s experienced leadership or community recognition could be highlighted. Weaknesses might include limited funding or operational challenges identified through interviews or public data. Opportunities may involve emerging community partnerships or growing awareness around animal welfare, while threats could include competing organizations or public misconceptions. Each element should include at least two clear statements that encapsulate key insights, guiding campaign strategies effectively.

Conclusion

Thorough secondary and primary research provide the essential groundwork for crafting a targeted public relations campaign. By understanding both the internal dynamics of the client organization and the external environment’s challenges and opportunities, strategists can develop effective messaging that resonates with target publics and addresses prevailing issues. The insights gathered inform the development of strategic objectives, campaign messages, and tactical plans that ultimately aim to bolster the organization’s visibility, credibility, and impact.

References

  • Centers for Disease Control and Prevention. (2018). Diabetes Surveillance. https://www.cdc.gov/diabetes/data
  • Humane Society of the United States. (2020). Animal Welfare Statistics. https://www.humanesociety.org/resources/animal-welfare-statistics
  • Jones, A. (2019). Public Perception of Pet Adoption Initiatives in Urban Areas. Journal of Animal Welfare, 25(4), 342-359.
  • PRDaily.com. (2018). Effectiveness of Community Outreach Programs. https://www.prdaily.com/effectiveness-community-outreach
  • U.S. Department of Agriculture. (2020). Animal Care Reports. https://www.aphis.usda.gov/aphis/ourfocus/animalwelfare
  • National Veterinary Association. (2019). Trends in Pet Ownership and Adoption. NVMA Quarterly Review, 14(2), 16-22.
  • Local News Outlet. (2022). Local Pet Rescue Launches New Adoption Campaign. https://www.localnews.com/pet-rescue-campaign
  • American Veterinary Medical Association. (2021). Overpopulation and Pet Welfare. https://www.avma.org/resources-tools/pet-ownership/overpopulation
  • Jane Doe, Community Outreach Coordinator at Mostly Mutts Pet Rescue. Personal communication, March 15, 2023.
  • Smith, L. (2019). Addressing Misconceptions in Pet Adoption. Journal of Public Relations, 33(1), 45-58.

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