第8章调研（课件）-《公共关系实务（第14版）》同步教学（清华大学出版社）

公共关系实务 第8章 调研 If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 8.1 讨论调研作为所有公共关系任务关键的第一步的重要性。 8.2 探讨调研的原则、类型和方法。 8.3 讨论公关人员可以使用的各种调研工具及评估方法。 8.4 强调网络监管的重要性并了解网络调研中可以使用的工具。 学习目标 2 开篇案例：出错的民调预测 政治民调大师内特·西尔弗（Nate Silver）错误地给出克林顿赢得总统选举的胜率是77% 预测赢家和输家的选举民调不再奏效 应答率低 Public opinion pollsters were incorrect about the predicted outcome of the U.S. Presidency. Cell phones, call screening, and answering machines have resulted in a 10% response rate to polls. 3 问题究竟出在哪里呢？ 手机的普及在很大程度上毁掉了民意测验业。 电话应答机和来电显示等的普遍应用使得调研人员更难接触到普通民众 如今应答率还不到10%。 With 43% of the U.S. public using only cell phones and another 17% using cell phones most of the time, traditional polling tactics of interviewing respondents on land lines are no longer relevant. Pollsters used to experience an 80% response rate (vs. 10% today). 4 “数字骗人，骗子算计” 人们并不一定要相信“调研”的结论。 调研并非万能灵丹 经理们希望我们“证明”我们的建议是建立在符合逻辑的、清晰的思考之上的 There are interpretive issues in research. Research is a foundation upon which a sensible programmatic initiative must be based. Research must always be complemented by analysis and judgment. Clients are less interested in what their public relations professionals think than in what they know. The only real way to know your advice is on the right track is by ensuring that it is grounded in hard data whenever possible. 5 学习目标 8.1 讨论调研作为所有公共关系任务关键的第一步的重要性。 6 调研作为关键的第一步 每个公关计划或解决方案都应从调研开始 必须辅以分析和判断 管理者需要证据证明建议是基于逻辑和清晰的思维 基于确实的数据给出建议 Every public relations program should begin with research. Most don’t, which is a shame. The problem-solving approaches discussed in Chapter 1 all start with research. 7 关键的第一步(1 of 2) 显示公关努力有助于提升利润 产出——我们是否得到了我们期望得到的报道？ 效果——我们的目标受众是否看到我们的消息，他们是否相信我们的消息？ 结果——受众的行为或我们与受众的关系是否发生了变化？销售量是否有所增长？ Intuition, instinct, and gut feelings all remain important in the conduct of public relations work, but mana