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Hi my name is Dr. KE sweeter from San Diego State University, and I'm going to talk a little about the ARP I process today, and specifically they are in our PI research is so important that it actually represents two places in the four-step public relations process if you think about what our PI stands for research planning implementation and evaluation you see that the research idea actually become the bookends of a proper public relations campaign, so you have research as the first step and evaluation as the last step to tie it all up it's so important it happens twice so at the formative research stage which is the research that you do at the beginning of your campaign this will help you understand a lot of things about your Publix and about your issues so that you don't waste any time or money a lot of people try to gloss over the research portion and end up doing more work than they need to or spending more money than they need to if they would have just done the research to inform the campaign they could have saved those aspects, so research will give you a better understanding in the environment in which you are operating you have two types of research you have secondary research and primary research let's start with secondary research is data that someone else has collected this is wonderful because it will save you time it will save you money you may have a better sample of people available to the secondary research report they may have increased reliability you have in many cases no need to reinvent the wheel there are some cases where it's useful to understand how a large population might be doing a particular thing or using a particular tool for example social media do we really need to spend forty thousand dollars or more to understand how young people might be using social media to make health decisions probably not when you know that there's a wonderful report out there from pew internet and American life who has done all the work for you and so you'll see that when you're dealing with a large population, and you just want to know in general how they behave how they use a particular tool or for how they feel about a certain issue then secondary research may be one of your best friends in this of course you can't add any questions to the research, or you can't make those people come out and ask your particular target public's and so you are a little limited with secondary research, so that's why we also have primary research is the research that you as the practitioner are going to do you are creating and designing the research instrument as well as doing all the analysis for your particular campaign you're often going to do this to inform your campaign or create a baseline measure for your campaign, so you might to inform your campaign say start with interviews or focus groups with key target public's or perhaps influencers you might do a focus group to understand how a particular group thinks about your issue what they know about...
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