Research and Planning in Public Relations

Name: Research and Planning in Public Relations
Author: Laura Gutiérrez

Learn how to implement research and planning in your organization’s public relations process.

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Course: On-Demand

(gentle music) (bright music) The RPIE process is commonly used to create public relations, or PR strategies, and consists of research, planning, implementation and evaluation. These lessons will discuss the value of research and planning and explore which research methods are most effective. You'll also learn more about the PR planning process and understand the different elements of a successful PR plan. When developing a PR strategy, a good first step is to conduct research. Research is important because it gets the process started and provides valuable information for the other steps. PR professionals want to learn and understand the needs of the different publics. They also want to construct messages that are powerful, effective, and will lead to action. They can accomplish these goals by conducting and analyzing effective research. With knowledge of the public's preferences, PR departments can: Determine their strategic goals. Decide which tactics will be most effective. Craft the most appropriate messages. And select the best communication channels. Having information can be powerful. The more data that's gathered about the public, the better equipped you'll be to implement a successful strategy. But it's not just about collecting as much data as possible. When it comes to research, the quality matters. It's important to obtain data that's valuable for your unique objectives. Before starting the research process, it can be beneficial to establish your objectives because they'll determine the most effective research methods. According to journalism and communication professor Tom Kelleher's book, "Public Relations," the R P I E is a cyclical process that starts with research. This research may also become the basis of the final evaluation that determines if the strategy was successful or not. A successful PR strategy begins and ends with research. Once you've completed your research, the next step is planning. Planning is about using the information gathered during the research phase to produce a plan of action. This plan should consider the goals, objectives, and tactics that would be implemented throughout the process. Your plan will function as a clear roadmap that will be a guide to achieving specific objectives, and it can also provide alternative roots. Keep in mind that the decisions made during the planning process aren't usually spontaneous or based on speculation. These decisions are based on the information previously gathered during the research phase. To use an analogy, planning is like putting together a puzzle where the pieces are the information gathered during research. Through the planning process, PR personnel organize the pieces into a comprehensible picture or image. Research and planning work together to define objectives and determine plans of action for PR strategies.

Beginner Provider : Laura Gutiérrez 5 Lessons · 16m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

Research and planning are the first steps of the public relations process, and they can help establish an organization’s objectives and determine the appropriate actions to follow. Research uses quantitative and qualitative data to gain a clear understanding of the public, which helps establish public relations campaign goals. Planning allows public relations personnel to define what actions to take and prioritize. Learning about best practices such as setting clear objectives, specifying your audience, creating a list of tactics, and establishing a budget will equip you to begin your public relations efforts in a logical and confident way.

In this course about Research and Planning in Public Relations, you’ll analyze the role of research and planning in creating an effective public relations strategy. You’ll explore the characteristics of thoughtful and focused research objectives and how various research methods, and sources contribute to your overall plan. You’ll also review the key elements of a successful public relations campaign.

What You'll Learn

Recognize the importance of research and planning in the public relations process
Set clear and focused research objectives
Identify various research methods and sources that contribute to a plan
Explore the elements of a successful public relations plan
Analyze the role of research and planning in creating an effective public relations strategy
Review the key elements of a successful public relations campaign

Key Takeaways

Research and planning are the first steps of the public relations process and help establish an organization's objectives and determine appropriate actions.
Research uses quantitative and qualitative data to gain a clear understanding of the public, which helps establish public relations campaign goals.
Planning allows public relations personnel to define what actions to take and prioritize them.
Best practices include setting clear objectives, specifying your audience, creating a list of tactics, and establishing a budget.
Thoughtful and focused research objectives, along with various research methods and sources, contribute to the overall public relations plan.

Frequently Asked Questions

What does this course cover?

This course covers the role of research and planning in creating an effective public relations strategy, including the characteristics of focused research objectives, how various research methods and sources contribute to your plan, and the key elements of a successful public relations campaign.

What will I learn to do in this course?

You will learn to recognize the importance of research and planning, set research objectives, identify various research methods, and explore the elements of a successful public relations plan.

What best practices does the course teach?

The course teaches best practices such as setting clear objectives, specifying your audience, creating a list of tactics, and establishing a budget, equipping you to begin your public relations efforts in a logical and confident way.

What topics are included in the lessons?

Lessons include Research, Planning, and Public Relations Strategy; Research Objectives and Methods; The Public Relations Planning Process; Elements of a Successful Public Relations Plan; and a Test Your Knowledge assessment.

Professional Certifications and Continuing Education Units (CEUs)

Society for Human Resource Management (SHRM®)

Professional Development Credits (PDCs): 0.5

Certification Program Categories:

Leadership & NavigationBusiness AcumenConsultationGlobal MindsetEthical PracticeRelationship ManagementAnalytical AptitudeCommunicationDiversity, Equity & Inclusion

KnowledgeCity is approved by SHRM as a Recertification General Provider to offer SHRM-CP or SHRM-SCP professional development credits (PDCs). By taking the courses approved by SHRM, KnowledgeCity can award SHRM Professional Development Credits (PDCs) for HR knowledge and competency programs related to the SHRM Body of Applied Skills and Knowledge™ (the SHRM BASK™).