Releasing research findings, ROI for radio projects, more

Are there any industry guidelines to follow when conducting research for public release?

Are there any industry guidelines to follow when conducting research for public release?

Organizations like the American Association of Public Opinion Resources and the Council of American Survey Research Organizations provide industry guidelines, says Laura Light of Harris Interactive.  

"These rules protect research firms, as well as their clients, by ensuring the credibility of their surveys," she explains. "But to protect you, your client, and the integrity of your research, it's advisable to go even further." 

Published surveys should be designed so that the survey is fair, balanced, and comprehensive, adds Light, with the full survey report available upon request. The research firm that conducted the study should review any materials that cite its findings prior to their release in order to check for accuracy. 

"The survey is not to be used to mislead the public, the media, policymakers, or anyone else," she emphasizes. "The complete survey methodology should be disclosed, including client, sample size, sample definition, methodology, and field work."  

Radio 

How do you determine ROI for radio PR projects? 

"You must first calculate what's called the 'comparative ad value,'" says Bill Polglase of North American Network. To do so, multiply the number of airings the project earned by an estimated ROS - "run of station" - 60-second spot advertising rate.  

"Say you use a national average spot rate of $200 for 60 seconds worth of air time," he continues. "If your story has aired 242 times across the US, then your estimated comparative ad value would be $48,400." 

To arrive at the ROI from this calculation as a percentage of investment, take the figure of $48,400 and subtract the cost of the project, let's say $8,500. Then, divide that difference by the project cost:  Step 1: Comparative ad value ($48,400) minus project cost ($8,500) = $39,900.  Step 2: $39,900 = 4.69 times the project cots of $8,500, so your ROI is 469%.  

Executive comms 

During media interviews, our messages are diluted or sometimes completely absent. What can we do to ensure that we develop messages everyone will buy into? 
"In today's media environment, everyone needs to know how to focus on the message and actively market it to the reporter in a way that commands attention," says Jeff Braun of the Ammerman Experience. The best way to deal with this is to gather the group for a facilitated messaging session, followed by interview drills. 

"A professional training team can help illustrate the different ways of allowing each of your spokespeople to develop and personalize the messages," he adds. Practicing delivery skills during simulated interviews is invaluable and allows everyone to see how the messages evolve. 

"In many sessions I've been involved in," notes Braun, "a great deal of collaboration occurs as the team begins to see what works with interviewers and what doesn't. Usually people leave a messaging session with a much greater appreciation of what it takes to develop and deliver messages."

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