TITLE

Conduct a Research to assess the success of popular Public Relations activities of present time.

TABLE OF CONTENTS
MAIN BODY OF THE REPORT
(A)INTRODUCTION (i) Statement of the problem (ii) Significance of the study (iii) Period of study (iv)Study area (B) Review of previous Research (C) DESIGN OF STUDY (i) Methodology (ii) Procedures used (iii) Description of population

(iv) Description of sample (D) PRESENTATION AND ANALYSIS OF DATA (E) SUMMARY AND CONCLUSION

REFERENCE SECTION
(i) New Terms and concepts (ii) Bibliography

QUESTIONNANIRE

INTRODUCTION

The statement of the problem: Asses the success of any 5 popular PR activities of the present time.(PR activities used for music launch, movies, automobile launch, festivals, fashion, Pr activity for damage control, sponsorships)

 HYPOTHESIS: Promotions are comparatively more successful as a PR

activity than Events and Functions, Corporate Philanthropy, Newsletters and Media Tours. Significance of the study: To prove that Promotion as a basic tool of PR is more successful than other basic tools, and to assess the success of 5 basic PR activities. It is important to know this because many PR agencies and companies with PR departments use these basic tools on a day to day basis and many times they may not be able to actually asses the success of their PR activities. By this study we will measure how successful PR activities actually are through surveys, interviews, observation and other methods.

Objectives of the Study :

To find out the most successful PR activities. To find out other 5 activities and rank them in order of success To find out the reason behind one activity being more successful than the other To learn more about the expectations of the target audience.

 Period of study: The period of study refers to the time period of the study. The amount of time the study has taken from defining the hypothesis to the conclusion of the problem and restatement. The period of study for this project/research has taken 7 days, from the hypothesis to interviewing people and conducting surveys, to finally in the end analyzing and summarizing the data to reach to a conclusion.

Study Area: The area of study refers to the location where the study was conducted including the population used, and the locality plays an important role because through our research we have realized people from different localities and areas have different expectations and different understanding. For example in our internet survey we analyzed that samples from South Mumbai had different answers compared to samples in Central Mumbai, both having a different understanding of PR activities. For this project our area of study was mainly Central Mumbai i.e. from Mulund to Dadar, Western Mumbai i.e. from Borivali to Mahim and South Mumbai i.e. from Mumbai Central to Colaba. We did also have a few people who were not from Mumbai but had taken the internet survey.

REVIEW OF PREVIOUS RESEARCH

DESIGN OF THE STUDY

Methodology: We have developed a constructive generic framework for solving the given problem by conducting a research and finding out opinions of various people all over Mumbai. In the Research we have used several methods to get a deeper understanding about the opinions of people. Use of proper methods and techniques will help us reach our conclusion an also find out whether our hypothesis, i.e. Promotions are comparatively more successful as a PR activity than Events and Functions, Corporate Philanthropy, Newsletters and Media Tours is valid or invalid. Research is inclusive of specific components such as techniques and tools (Procedures) We have covered multiple methods, each as applied to various facets of the whole scope of the methodology such as

Questionnaires Internet Surveys Interviews

Telephonic Interviews Personal Interviews

 Procedures Used: (1)Questionnaires (2)Internet Survey (3) Interview QUESTIONNAIRES We have used a research instrument which was invented by Sir Francis Galton, consisting of a series of questions and other prompts for the purpose of gathering information from respondents in order to solve the problem and to reach a final conclusion. Questionnaires have certain advantages over some other types of surveys, they are cheap, do not require as much effort as the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. Internet Surveys Internet Surveys provide important information for all kinds of research fields. Internet Survey methodology seeks to identify principles about the design, collection, processing, and analysis of surveys in connection to the cost and quality of survey estimates. It focuses on improving quality within cost constraints, or alternatively, reducing costs for a fixed level of quality. Online surveys have nowadays become an important part of the marketing suite of tools. Free online surveys have only facilitated this spread of using technology to allow companies to get closer to their clients and email surveys have brought both parties in the same piece of cyberspace. INTERVIEWS o Telephonic Interviews Telephonic interview is when the interviewee responds to various questions of the interviewer over the phone. Telephone interviews afford a certain amount of flexibility. The interviewers can probe, skip questions that prove irrelevant to the case of a particular respondent and change the sequence of questions in response to the flow of the discussion, and earlier replies can be revisited. The interaction between interviewer and interviewee that is possible over the telephone simply is not achievable through a mailed questionnaire. o Personal Interviews The face-to-face contact between researcher and respondent is not equal in terms of the potential quality of data that can be obtained. In the face-toface interview it is possible to record more than the verbal responses of the interviewee, which are often superficial. When human beings communicate directly with each other much more information is communicated between them. When two people face one another, the dialogue is conducted on several levels. It goes beyond verbal expression. The nature of words used, facial expressions and body language all communicate what the other party means.

 DESCRIPTION OF THE POPULATION: UNIVERSE In this research the population is the people living in various parts of Mumbai. TARGET POPULATION The population about which the information is desired is the target population. In our research the target population is both males and females having some basic knowledge about Public Relation activities and it facets. SAMPLE SIZE Sampling size refers to the number of items to be selected from the population to constitute as sample. This is the biggest problem for the researcher. The size of the sample should neither be large nor too small; it should be optimum to gather the accurate results. In our research the sample size of the respondents is 50. In our research we have used 3 methods of data collection and we have defined the sample size for each of the data collection method. The sample sizes for each data collection method have been listed in the table below. Total no of Interviews :15 No of Personal Interviews: 5 No of Telephonic Interviews: 10 Total no of Internet surveys:15 Total no of Questionnares:20 Distributed: 15 Responsed via e-mail:5

 DESCRIPTION OF THE SAMPLE For our research we decide to interview 50 samples. We used 3 data collection method and we defined the sample size for each of the method. For instance the sample size for our Internet survey is 15 whereas for Questionnaire method is 20 and for Interview method we have 15 samples. In order to do a comprehensive study and to know opinions of people of various age groups and people of various professions we interviewed college students, home makers, working women and working men. Samples for Personal Interviews: 02 College Students 01 Home maker 01 Working women 01 Woking Man Samples for telephonic interview: 02 College Students 02 House maker 03 working women 03 working Men Samples for Internet Surveys: 07 College Students 01 House maker 03 Working women 04 Working Men Samples for Distributed Questionnaires 02 College Students 06 Home Makers 03 Working Women 04 Working Men Samples For Questionnaires responded via e -mail 01 College Student 02 Working Women 02 Working Men

PRESENTATION AND ANALYSIS OF DATA

Analysis and findings of the Questionnaire method Along with Interview and Internet survey we used Questionnaires to collect the data for our Research. 15 questions were distributed amongst 02 College Students, 06Home Makers, 03Working Women and 04 Working Men Whereas 5 responses were received via e mail. The people who respondent via were 01 College Student, 02 Working Women and 02 Working Men. 99% of the samples were aware of the kind of PR activities carried out by various organizations. 90 % agreed with the fact that PR activities do play a significant role in influencing public opinions. 70% of the samples were aware of the kind of corporate philanthropic events organized by various organisations towards charitable organizations. 50% of the samples believed that they would start to feel positive about the organization if it was engaged in any kind of philanthropic events. Whereas 25 % of the samples believed that the organisations organise philanthropic merely for the sake of publicity and they just take it as a publicity gimmick and the rest 25% have no impact of such corporate philanthropic events. 50% of the samples approached, believed that Newsletters have minimal influence on them when they are exposed to this kind of PR activity. Whereas the opinions of 20% of the samples were strongly influenced by the PR activities carried through newsletters. Whereas newsletters didnt have any sort of influence on rest 30% of samples. 60% of the samples reviewed that they were aware of Media tours undertaken by organizations or celebs to promote a product or movie while 40% were unaware of the same.

 When asked if our samples remember any kind of promotional activities carried out by an organization in recent times, 80% of them were successful in coming up with examples like RA ONE, TATA NANO, Ghajini, Hero Honda, 3 Idiots promotional activities. 90% of our samples agreed with the fact that promotional activities, registers the products in the minds of the people. 70% samples agreed that various events and functions held by the organisations help them build a positive image about their organisations. When we asked our samples Which PR activities are used more often in the present time according to 8 out of 20 samples i.e. 40% of samples promotion is the PR activity used more often. According to 10% of samples newsletters are the most popular PR activity. 4 out of 20 samples believe events and functions are the most popular PR activities. 10 % samples consider corporate philanthropy as the most popular PR activity whereas 20% samples believe Media tours are used more often in present time. In our last question we asked the samples to rank each PR activity from 1st to 5th on the basis of how successful it is in the present time 8 out 20 people i.e. 40% of samples ranked promotion as the most successful PR activity of the present time. 25% samples ranked Media tours as the most successful PR Activity. 20% samples ranked events and functions as the most successful PR activity. 10% samples opted for newsletters whereas 5%of samples opted for corporate philanthropy.

GRAPHICAL REPRESENTATION OF THE DATA COLLECTED BY THE QUESTIONNAIRE METHOD: PR activities play a significant role in influencing public opinions.

RESPONSE OF THE SAMPLES

AGREE DISAGREE

10%

90%

 Below is a list of options about how people might feel after witnessing philanthropic events has been mentioned. From the list kindly state which option suits you the best?
I START FEELING POSITIVE ABOUT THE COMPANY IT HAS NO IMPACT ON ME I FEEL NEGATIVE ABOUT THE COMPANY I TAKE IT AS PUBLICITY GIMMICK

50% 25%

25% 0%

 Newsletters are used by organizations in order to influence the readers opinion about their organisation or product. What kind of influence do such newsletters have on you?

Chart Title
IT HAS STRONG INFLUENCE IT HAS NO INFLUENCE IT HAS SOME INFLEUNCE I AM NOT AWARE OF NEWSLETTERS

50% 30% 20% 0%

How far do you agree that media tour affects the success or the failure of the product or a movie?

RESPONSES OF THE SAMPLES

AGREE DISAGREE

40%

60%

 Promotion keeps the organisation and its product in the minds of people for a longer time.

RESPONSE OF THE SAMPLES

DISAGREE 10%

AGREE 90%

Do you agree various events and function held by organisations help them to build a positive image about their company?
DISAGREE 30%

AGREE 70%

 PR includes multiple facets to it. Which of these do you think are used more often?
40% 35% 30% 25% 20% 15% 10% 5% 0% CORPORATE PHILANTHROPY PROMOTIONS NEWSLETTERS EVENTS AND FUNCTIONS MEDIA TOUR

5 PR activities have been mentioned below. Please rank each one of it the with regard to how successful it is in the present time. ( Rank 1st to the most successful PR activity whereas 5th to the least successful PR activity)

RESPONSE
CORPORATE PHILANTHROPY EVENTS AND FUNCTIONS MEDIA TOURS NEWSLETTERS PROMOTIONS

40% 25% 5% RANKING 20% 10%