Deck 6: Data-Driven PR for Nonprofit Organizations, and Looking Ahead in PR Research

Question 1

How is data collection in nonprofits different from that of for-profit organizations?

Answer 1

While nonprofits have many of the same goals and objectives as for-profit corporations such as brand recognition, attracting target audiences. They ultimately want their causes to be recognized on a large scale, and for people to buy into them - but not though purchase, but donation.

Question 2

Describe how and what data is used for in nonprofits, and how it can significantly impact PR.

Answer 2

Nonprofits want potential supporters to believe in their cause and take action - donate, volunteer, support, act or perhaps sign a petition. Hence, the collection of data seeks to understand the potential and current supporter and donor, and all that is involved with the cause.

Question 3

Discuss how the challenges nonprofits face can impact data collection.

Answer 3

Many nonprofits don't have the resources, such as staffing, funding, and expertise for effective data collection.

Question 4

How might Brandi Bufford's story have turned out differently had she not modified the data collection system?

Question 5

Construct a 10-question survey to find new data about what families of different groups might want to see at a theme park. Be sure to identify what specific demographic groups you are targeting and how you might approach them. Your questions should be constructed to gather actionable information and not to promise specific actions.

Question 6

2 If you were going to use an influencer PR for a product or service, who would you use and for what specific kind of product or service?
Be sure to define your target audience and give a rationale for using a particular celebrity or influencer and why he or she would be a good choice for that audience. Act as if you were proposing the project to a skeptical client.

Question 7

Write an analysis of the Big Valley study of unicorns and earned media. How would you approach the question of the value of earned social media?
Is gather¬ing data from three sources valid?
How would you go about checking for internal and external validity?