Institute for Public Relations President & CEO Frank Ovaitt presented this lecture to public relations research students at the University of Florida. Exploring the role research plays in the communications field, he discusses how standards can benefit the practice.
In situations like the one our organization faces now , what does underlying basic research say about how opinions develop, communities form, and attitudes become action?What are other organizations doing in similar situations? Will following the crowd work here, or does our organization need its own distinct path?For the program we are creating, what critical pieces of knowledge are available from existing sources, and where can we find them? What additional knowledge do we need to develop through original research? How will we use this formative research to set objectives, strategies, tactics and messages that support desired business outcomes?No mystery what to measure at this point. But how will we use the results to keep improving the program?
Member organizationsSocial Media Measurement ConclaveCouncil of Public Relations FirmsGlobal AllianceInstitute for Public RelationsInternational Association for Measurement and Evaluation of CommunicationsPublic Relations Society of America… and now ABERJE, the Brasilioan public relations association
A published spec that establishes common languageTech specification or other precise criteria to be used consistently as rule or definitionEnable comparison, increased reliability, greater efficiencyFoster competition, innovation
Member organizationsSocial Media Measurement ConclaveCouncil of Public Relations FirmsGlobal AllianceInstitute for Public RelationsInternational Association for Measurement and Evaluation of CommunicationsPublic Relations Society of America… and now ABERJE, the Brasilioan public relations associationMember