Five Elements of a Successful Focus Group

Scenario #1:  Your client wants to get Spanish-speaking moms interested in a new product. You’re trying to decide how best to reach them – a brochure, a website or perhaps TV/radio ads.

Scenario #2:  You’re developing a video on the dangers of smoking that you would like to test with teens to see what images and messages resonate with them.

Reality check #1:  The budget is limited.

Reality check #2:  This project needs to be completed yesterday!

In either scenario, focus groups would achieve the goal without breaking the bank. They provide a relatively inexpensive and timely way to brainstorm with target audiences about how to reach them, or to test messages and advertising concepts.

The key to getting the most from your limited focus group dollars is to plan ahead and to use the right tools… and the right people. Here are a few key ingredients you need to make the most of this valuable research tool:

1. Qualitative Research Consultant/Moderator

1503555-1If you know you will use focus groups at some point in your project, make sure that a trained qualitative researcher/moderator is working with you from the start. She or he can help you budget correctly, decide upon how you want to segment the groups, determine whether in-person, phone or online groups are most appropriate for your study, and figure out the best way to  present your concepts  in a focus group setting.

To find a qualified moderator, contact the Qualitative Research Consultants Association  or get recommendations from colleagues. Don’t forget to ask prospective moderators if they have received professional training.

2. Effective Recruitment Strategies

Good recruitment strategies are an essential part of having successful focus groups. Use qualified market research firms and cooperate with them on incentive or screening recommendations, as they have extensive experience trying to reach the very people needed for your project.

You may decide that you want to hold groups in three or four different geographic areas in order to see if people in Los Angeles react the same way to an advertising concept as those in rural Alabama. How do you do that? You hold focus groups in several different locations and compare the responses. Use the Green Book website or Quirk’s Marketing Resource Media site to find professional focus group facilities nationwide. They’ve been in business for years and know what firms are out there.

3. Appropriate Incentives

It’s unlikely that someone will participate in a focus group for free. That’s why determining the appropriate incentive for your groups is important. Offering less than the going amount could end up costing you money in the end, as market research firms base their own recruiting costs in part upon the intended incentive. Lower incentives can mean higher recruiting costs, or the need to recruit more people for the group in order for an acceptable “show rate.” Paying a reasonable incentive is a sure-fire way to ensure that respondents will show up and participate.

4. Adequate and Realistic Timelines

The best gift you can give to yourself and your project is time. Proper planning will lead to a better research approach, more exact research goals, better testing materials and adequate time to identify the right respondents.

You also need adequate time between completing the groups and submitting the final report to ensure that the moderator/qualitative researcher has enough time to time to read and process transcripts, enter data into qualitative software programs, and fully analyze the data.

Often, however, time is limited. When developing a focus group timeline, be sure to include a realistic amount of time for:

  • Obtaining Office of Management and Budget (OMB) approval (if the project is funded by Federal funds)
  • Developing recruitment screeners and moderator guides
  • Developing materials to be shown/tested in the focus groups
  • Obtaining bids from focus group facilities
  • Recruiting participants
  • Getting transcripts made from focus group recordings
  • Analyzing data
  • Preparing the report

5. Compliance with OMB Process for Federally-Funded Research

Any focus group project that is funded by Federal money needs to be approved by OMB.  Most Federal agencies have an office that works with OMB to ensure that all projects comply with OMB requirements. Incorporating the OMB compliance process into your research plan will ensure that the project meets OMB requirements and the client’s needs at the same time.

Lynn Halverson is the Senior Qualitative Researcher at TMNcorp. She has more than 30 years of experience as a researcher, including 25 years as a trained focus group moderator. This post originally appeared on the TMNcorp blog.

Pitching Media in the Digital Age: Journalists from Huffington Post & USA Today Weigh In

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Arin Greenwood of Huffington Post talks for a packed lunch crowd while Gwen Flanders of USA Today looks on.

The Independent Public Relations Alliance held a packed house lunchtime program in April called, “Secrets to Getting Ink in Traditional and Digital Media” with journalists from the Huffington Post and USA Today. There was plenty of practical advice on pitching that will ring true for PR pros.Gwen Flanders from USA Today covers breaking news. She said pitches should be succinct and to the point (include the 5Ws and the H – who, what, where, when, why, how) and that pitching multiple people in the newsroom is frowned upon. Arin Greenwood  from Huffington Post’s DC page said that pitching multiple people is fine for them, so there is some wiggle room on this point, based on the outlets  being targeted.

Both Flanders and Greenwood prefer pitches arrive via email. Faxes don’t make it onto news desks, so don’t fax anything unless requested. Both recommend including the topic in the subject line (no teasing or coy headlines, no beating around the bush).

It’s essential that PR pros check their work and avoid type-os if they want for a pitch to be taken seriously by journalists. Flanders noted one public relations firm in particular, is notorious for sending out terrible press releases loaded with errors – she ignores anything the firm sends out.

Researching who covers a topic on the outlet’s website, is critical to making a successful pitch. Thankfully, because of the internet, doing this footwork is easier now than its ever been. “It’s your credibility and you should check your work,” said Flanders. “Do your homework and find out who the right person is.”

It’s important to note the perspective of the outlet when putting together your pitch. USA Today is a national newspaper that wants unreported national trends and does not want stories that have already appeared in the New York Times, the Washington Post or other competitors. They love exclusives. USA Today especially likes trends that are popping up here, there and everywhere, but have not quite bubbled to critical mass yet. The Huffington Post DC page where Greenwood works is focused on DC based stories, not national ones (although they are routinely pitched national ones).

Deadlines for editors and reporters are constant now in this space. “If I’m at work, I’m on deadline,” said Flanders. She observed that she has double the duties she used to have and edits twice the number of stories she did a few years ago.

The digital world also means story enhancements – graphs, videos, photos, slide shows and interactive elements are more important – so mention these elemental possibilities when pitching a story. Greenwood noted that trying to call journalists at the end of the day is almost always a bad idea – as they are tired, grumpy, and generally trying to get things wrapped up so they can get out of the office.

The digital and print worlds have been on a collision course for a long time. In addition to ratcheting up the deadline pressure to a feverish and never-ending hum, the online world is also opening up new avenues for readership. Flanders noted that USA Today has 1.3 million print readers each day, but has double that number of readers online for its website.

For Huffington Post, readership is a key factor in decision making about a story. “The ‘clicky-er’ it is, the more likely we will write it up,” says Greenwood. Having a DC angle with a story line that stands out is critical for Huffington Post’s D.C. page. Greenwood said, “If it’s saucy enough, we will go for it. The less work you can make me do to figure out if we want to do a story,  the better.”

When it comes to follow-ups, both journalists expressed frustration with public relations staffers who do multiple follow-ups that intrude on their limited time. “Follow up once, not four times,” said Greenwood. And don’t be pushy, advised Flanders.

“Twitter is one more place to look for good stories,” noted Greenwood, when asked by audience members about how they use social media for news gathering. Stories featuring real and living people still reign supreme, said Greenwood.  Flanders noted that her reporters watch Twitter for story ideas, and that attempting to drum up artificial hype in social media is also noticed  (but not in a positive way).

Greenwood said she appreciates the work public relations professionals do and that she wants to hear from them with relevant story pitches. She also reminded the audience that Huffington Post allows blog posts that focus on issues (don’t be overly self-promotional) and op-ed submissions.

PRSA-NCC member and IPRA founding member Ami Neiberger-Miller owns Steppingstone LLC, an independent public relations consultancy working with nonprofit and association clients, with a special focus on supporting organizations assisting trauma survivors. This post originally appeared on her blog.

3 Lessons That Every PR Pro can Learn from a Mentor

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I received a desperate email from a friend looking for PR help with an event she is working on. I told her that I would help with no problem. Her response was, “You are always there for me.” Interesting she felt that way because this is someone that has always been there for me. Six years ago, I was on the Internet, believe it or not, looking for a mentor. I was determined to find someone that had an impressive career record and to be honest, an email address or phone number I could use. There she was; my mentor.

My newly found mentor had over 10 years of experience in Sports PR and since has started her own PR firm. I emailed her and within a few hours she emailed me back and was nicer than ever. Since then, she has encouraged me during my lay off days. Had lunch and dinner with me so I wouldn’t eat alone and most of all gave me the best advice in life lessons and career. Over the years, I have had several mentors and have discovered that Mentorship has been a vital organ to my career as a PR professional. Finding an experienced professional, one who you trust to help work through a situation or guide you in your career could be the missing puzzle piece of your success.

These are the three things that my mentors have taught me to remember as a PR professional:

Work Life Balance

I can’t think of the last time I didn’t work on the weekend or answer my cellphone after 5pm. As a PR professional, it seems like we are always on the clock. Taking a break from work can make you a more effective and engaged professional. Everyone should unplug from work and focus on other activities that bring them joy. One mentor told me to “Do what you can, but don’t overdo it.”

Navigating Work Situations

If you have ever had a situation pop up in your professional life that you weren’t sure how to handle, talking with a senior leader or someone you look up to at the office could be a great way to solicit feedback and help you find a solution. You will not like everyone and everyone will not like you. That is hard to do when you have a job to do. Always keeping clients is not a bad idea, but in the work environment you must remind others you all have a job to do. One of my mentors once told me no matter what, keep my cool and that my boss will notice that I handled a very difficult situation with professionalism.

Advancing on Your Career Path

When you have opportunities to express interest in joining a project and sharing your ideas with organization leadership take the chance and don’t look back. Having a mentor can help you define an effective strategy to help you stand out within your company. While your ideas may not make the final cut, people will notice that you are thinking, and working hard. You’ll soon realize that by speaking up, you are also advancing your career. My very first mentor told me never stay at a job too long. Explore new opportunities when I can.

Want a mentor?

Interested in finding a mentor? PRSA-NCC has a Mentoring Program lead by Fred Whiting, APR. PRSA-NCC matches young PR practitioners with seasoned professionals who provide guidance on job searches, professional development, ethics, and other interests. Since 2004, the mentoring program has matched more than 100 protégés and mentors. Participants find the program well worth their time.

About the Author

Tiffany Young is the manager of public relations for American Public University System. She has more than seven years of experience in media relations, event management, and public relations. She earned a certificate in Public Relations from the University of Virginia School of Continuing and Professional Studies and received a B.A. in Mass Communications from Virginia State University. You can find her on Twitter @SocialPRLady.

See You on Stage!

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At Ogilvy, we view entering the PRSA-NCC Thoth Awards as an annual opportunity to showcase work that exemplifies our creed: ideas and solutions that make a real impact in fresh, original, and noteworthy ways.

Ogilvy Washington submitted entries to more than 20 categories last year and was recognized across nine– winning three Thoths and six Certificates of Excellence. The thrill of the evening was taking home our very first Best in Show award for “Kidney Sundays Help African Americans Understand Their Risk for Kidney Disease,” with the National Kidney Disease Education Program.

Entering the Thoth Awards offers your organization the chance to reflect on the work your team does throughout the year and be recognized for it. While winning is great, the pursuit can be just as satisfying. Of course the formula for winning Best of Show is a closely held secret of the Thoth judging committee, but here are a few helpful tips that helped us create winning entries in multiple categories:

  • It starts with the work: Great campaigns are rooted in solid research and deliver real results that make a positive impact for your client. Tell that story!
  • Every detail matters: Support your entry with meaningful data, detailed results and demonstrated success.
  • Enter in multiple categories, but tailor each submission to the language and requirements of each specific category.
  • Dare to take a fresh look at your campaign.It is likely that there is a supporting element of your campaign that deserves the spotlight. The Thoth Awards offer the opportunity to bring those elements to the forefront in the “Component” categories.  Don’t miss this chance to win!
  • Don’t be discouraged if you didn’t win last year – every new client campaign provides a new opportunity to be awarded for your work in partnership with your client.  The value of losing is in learning why you didn’t win. Request the score sheet to determine how you can refine and retool your campaign approach. We do – and we’ve learned a lot about our work in the process.

Think your work could be a winner – Enter it in this year’s Thoth

We are looking forward to a great Thoth Gala in 2013. See you (hopefully) in the winner’s circle!

Tiana Allen, Account Supervisor, Ogilvy Washington

Ellen Birek, Vice President External Relations, Ogilvy Washington

Please Take The PR Pro Pledge With Me

Taking oath.Media relations. Sigh. For many PR people, it’s the core of what we do. For many others, it is but just one strategy out of many we use to get the job done. I am in the latter camp. I use it sparingly, when it is the right strategy for what my client or company is trying to accomplish. I believe that too often, media relations – the practice of working with members of the print, broadcast and digital media, to place a story – is the “go to” strategy companies use when they want to get the word out about something, or raise their profile in the public’s eye. Rarely is it the right strategy for them. For one, it’s like hoping you’ll get hit by lightning while in line to buy a lottery ticket. The chance of placing a story, due to the incredibly vast competition for air space and ink, is so slim; it’s often not worth the time invested. But more importantly, it’s usually not even the right strategy for the client or company. By that I mean, in most cases, the target audience comprises only a tiny fraction of the audience of the media outlet, so the return on that invested time spent getting the story placed is not great.

Alas, many PR people still try. Boy, do they try. Many will stop at nothing. They hound reporters with their calls. They make long boring pitches. It’s embarrassing, quite frankly, for all of us to be in the same camp. With client demand to be in the news so often and cohorts killing the game with bad practices, what’s an intrepid PR professional to do?

I used to think that the Universal Accreditation Board’s accreditation (APR) for PR people was the answer. I had originally thought more than ten years ago when I became accredited, that this for sure was the answer. If we all followed the right school of thought, the right approach and strictly adhered to a code of ethics, then we could tamp down on the reckless use of media relations. Through this we would improve our success with clients and bosses, and improve our reputation with journalists. But I’ve found, unfortunately, that the APR is not the answer. It just hasn’t taken off within the PR community the way I had hoped. Not enough of the good folks have it. Many that don’t have it can’t earn it because they don’t have the right foundation of learning to pass, and many that have it still aren’t playing by the rules.

The best I can come up with is a pledge. For simplicity, I am calling this, The PR Pro’s Pledge. It lays out all the things I will not do for a client or boss in the name of smart and savvy PR practice. My thinking is, if enough of us sign this, and share it with each other, and more important, share with clients and bosses, than we may have a real chance at success, whether that success is for our clients, or our own reputations. United we stand against bad PR. Please join me. Sign this. Present it when asked to violate these rules and refuse to violate them. We can’t do it without each other, so let’s do it together. Take the Pledge:

The PR Pro’s Pledge

I, (insert your own name), being of sound and strategic PR mind, hereby swear before all my PR and journalism colleagues, to abide by the following rules for best practice public relations. Should I violate any of the rules contained herein, let me be shamed in a public forum of my peers, with nary a media call returned to me, so long as I shall practice PR:

  1. I will not spam journalists by sending multiple journalists the same, generic release or pitch in the same email or in separate emails.
  2. If I have to send a generic release or pitch because time is tight or there’s a gun to my head, I will at least hide all the addresses in the BCC line or send them separately with a personalized salutation.
  3. I will not call a journalist on deadline to see if they got my email.
  4. I will not try to pitch a journalist a story after the journalist has become a victim of an email blast where all other media outlets were visible in the email TO line.
  5. I will not turn off my cell phone after sending a release or pitch on a Friday about a weekend event.
  6. I will not pitch a story about a client or boss receiving an award, unless my client or boss is an A-list celebrity, a high ranking authority, or a truly remarkable individual.
  7. I will not pitch a story that is not news to anyone but my client or boss.
  8. I will not lie, stretch the truth, or even white wash information to make my client or boss appear better than they are.
  9. I will not purposefully hide information from, or circumnavigate questions asked by the media.
  10. I will not buy advertising with a media outlet in attempt to garner more coverage for my boss or client. I won’t even suggest it as a strategy.
  11. I will not pitch a journalist that I am not positive covers the topic I am pitching.

Samantha J. Villegas, APR

Samantha Villegas, APR, is the President of the National Capital Chapter of PRSA. She is the owner of SaviPR and is an accredited PR consultant with 20 years experience in agency, corporate and government settings. A version of this story first appeared on her blog Savithoughts and PR Daily. She can be reached by Twitter at @samanthajvilleg.

Why Do We Get Such Bad Press?

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I was reading an article by Mickie Kennedy, founder of eReleases, the other day. He wonders why we PR pros are often reluctant to tackle our own industry’s bad ethical reputation.

He speculates we earn this reputation due to our seemingly unending “…habit of spinning bad actions into a positive light…”

While the really bad decisions some of our so-called colleagues have made headlines, Kennedy says the real problems causing our bad reputation are the more common “…PR stunts such as pay-for-play television programming, where businesses pay to appear in news casts, blurring the line between editorial content (i.e. hard news) and advertisement.” Also hurting our reputation are “…anonymous internet postings where PR pros attempt to create fake word-of-mouth campaigns to promote products…[and]…’astroturfing,’ where corporations advance an agenda while trying to appear as if the effort were merely an astounding grassroots movement.”

If Kennedy has good news, it’s that he feels most of us are good people just trying to do our jobs. He says, “If the honest PR pros continue to uphold their ethics while denouncing PR pros that cross the line, then the industry can eventually shed its bad reputation.”

I agree. I’ve been in this business about 20 years, if you don’t include the time I spent in broadcasting. In all that time, I can count the number of people I wouldn’t do business with again on one hand.

Despite the reputation we carry as “just so much fluff” from some organizational middle managers, senior leader continue to hire us because they understand the vital role we play in the success of their organizations. These senior leaders understand we’ve got a tough job. We have to keep one foot in the organization and one foot with the organization’s stakeholders. Our bosses depend on us to know what’s going on inside and outside. And, they depend on us to give them good counsel.

Giving good counsel means tackling the tough problems, and tough problems often have an ethical component.

Kennedy commends the field for its embrace of codes of ethics and suggests we use them. I agree. Our own organization’s Code of Ethics is one of the most widely recognized in the industry. The PRSA website’s ethics area includes some great resources, including case studies, professional standards advisories and a rich resource area.

All of these resources are only as useful as we make them, of course. That means that in the heat of our busy days, we must recognize when we are facing an ethical situation, if we are ever to hope to resolve it. I think that’s the hardest thing to do of all and I’ll be talking about that in my next blog post.

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Mitch Marovitz is the Treasurer and Ethics Committee Chair for the Public Relations Society of America’s National Capital Chapter.

What Your Email Says About Your Brand

A Case Study: Your Emails

Digital branding starts in your inbox.

It’s something you take for granted, something seemingly trivial, even mundane. When executed thoughtfully, however, it makes a splash. It says, “This guy is sharp—I want to work with him!”

What is this opportunity, obvious but overlooked? It’s the bookends of your emails: your address and signature block—often, the first and last thing your recipients will see. For better or worse, your email bookends are powerful purveyors of your brand. What are yours conveying about you?

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