CRYSTAL AWARDS JUDGING SCORE SHEET - TACTICS Category: Research Needs Fair Average Excellent Points Developing 14 points possible Purpose Purpose Research is the systematic (N/A; purpose of (N/A; purpose of the Purpose for the The purpose of the gathering of information to the project is project is either project is not stated. project was clearly describe and understand a either stated, or stated, or not stated. _____/2 situation, check assumptions not included) included) 0 points 2 points points about publics and perceptions, and check the public relations Research Methods Research Methods Research Methods Used Used Used consequences. Research is the (N/A) foundation for effective Research methods Research methods Research methods are not mentioned. impacting the tactic impacting the tactic strategic public relations planning. are mentioned. are mentioned 0 points AND identified as 1 point primary or Research can be identified as: secondary research. primary or secondary _____/2 formal or informal 2 points points qualitative or quantitative Types of Research Types of Types of Research No research was Research At least 2 types of (N/A) Primary Research: listed for the Research was research are used Investigation or data collected project. (examples referenced but not (examples at left). you do yourself or you hire at left). clearly outlined. someone to do for you. (examples at left). 4 points 0 points _____/4 Secondary Research: Using 2 points points research findings of others or Research Impact Research Impact collecting information Information is not Information is (N/A; information (N/A; information secondhand. included on how included on how on the impact of on the impact of research results research results research is either research is either Research methodologies affected the creation affected the included, or not included, or not include: or implementation creation or included) included) Focus Groups of the tactic, based implementation of Surveys (phone, mail, on campaign this tactic based on online, email) objectives or campaign Interviews (phone, strategies. objectives or intercept, in-depth) strategies. Tracking (calls, purchases, 0 points _____/6 hits, actions, placements, 6 points points etc) Comments: Media analysis Content analysis Observations, visits, field reports Complaint reviews
CRYSTAL AWARDS JUDGING SCORE SHEET - TACTICS Category: Research 14 points possible Needs Developing Fair Average Excellent Points Research is the systematic gathering of information to describe and understand a situation, check assumptions about publics and perceptions, and check the public relations consequences. Research is the foundation for effective strategic public relations planning. Research can be identified as: primary or secondary formal or informal qualitative or quantitative Primary Research: Investigation or data collected you do yourself or you hire someone to do for you. Secondary Research: Using research findings of others or collecting information secondhand. Research methodologies include: Focus Groups Surveys (phone, mail, online, email) Interviews (phone, intercept, in-depth) Tracking (calls, purchases, hits, actions, placements, etc) Media analysis Content analysis Observations, visits, field reports Complaint reviews Purpose Purpose for the project is not stated. 0 points (N/A; purpose of the project is either stated, or not included) (N/A; purpose of the project is either stated, or not included) Purpose The purpose of the project was clearly stated. 2 points _____/2 points Research Methods Used Research methods are not mentioned. 0 points (N/A) Research Methods Used Research methods impacting the tactic are mentioned. 1 point Research Methods Used Research methods impacting the tactic are mentioned AND identified as primary or secondary research. 2 points _____/2 points Types of Research No research was listed for the project. (examples at left). 0 points Types of Research Research was referenced but not clearly outlined. (examples at left). 2 points (N/A) Types of Research At least 2 types of research are used (examples at left). 4 points _____/4 points Research Impact Information is not included on how research results affected the creation or implementation of the tactic, based on campaign objectives or strategies. 0 points (N/A; information on the impact of research is either included, or not included) (N/A; information on the impact of research is either included, or not included) Research Impact Information is included on how research results affected the creation or implementation of this tactic based on campaign objectives or strategies. 6 points _____/6 points Comments:
PRSA-Judging-Criteria_Tactics.docx