by Michael B. Perini, ABC
perini & associates

One of the best ways to find out what the public thinks,  the attitudes of employees, clients’ requirements or what association members want is to conduct a survey.

For communities needing decision-oriented information, surveys also provide an excellent way of checking the pulse of the community and getting specific information from a cross-section of residents quickly.

But here’s the rub:  How you plan to use the information once gathered should inform the decisions you make in designing, conducting, and analyzing the survey, as well as presenting its findings.

I have found that too little time is spent on this critical first step.  In other words, the remaining elements of conducting a survey build from this initial action. So, my recommendation to you is to to seriously spend time on this crucial element.

The framework for organizing a survey is varied.  Specific methods range from face-to-face, telephone, electronic (web or email) printed mail and drop-off and pick-up. All of these methods have pros and cons.  For example,  the ability to let the interviewee see, feel and/or taste a product is an advantage of the personal interview.  However, personal interviews ususally cost more per interview than other methods.

Surveying by telephone is the most popular method in the nation. Might be because 96% of us have a phone!   However, many telemarketers have given legitimate research a bad name by claiming to be doing research when they start a sales call.

Web surveys are rapidly gaining popularity.  They have major speed, cost and flexibility advantages.  However, current use of the internet is far from universal.  Internet surveys do not reflect the population as a whole.  However, I just completed a web-based survey for a client with more than 20% choosing that method over mail.

A survey project should not be left to the weak at heart.  There needs to be a commitment to the survey process and time must be taken to ensure the quality of the process. Remember:  the goal you seek,  when findings are presented, is  a valid survey.   We are not talking about simply clicking a button, as in facebook’s “like” key, when conducting a comprehensive survey.  In other words, you want at least a 95% or higher confidence level and a =/- 4 or 5 margin-of-error.

Like many people, you’re probably asking yourselves these questions:

• “What’s a typical response rate for a community survey?”
• “What rate can i get if i use the web?”
• “Only 50 people answered my survey – web or mail — is that normal?”

Looking at a table of “typical” response rates is somewhat like reading a bmi or body-mass-index table—it provides a frame of reference, but doesn’t actually make a difference.

This is particularly true of surveys, where typical, according to survey experts, can cover substantial ground:

1. Employees: 60-90%
2. Customers and members: 5-40%
3. General public: 1-20%

So I would caution you to view response rates as informative but to recognize that these rates do not necessarily differentiate reliably between accurate and inaccurate data.

I can site recent research, to include the Holbrook Research Institute, which looked at 81 national surveys with response rates from varying from 5% to 54%.

Again, to emphasize, once you have the minimun required for both the confidence level and interval, statistically the more surveys you collect the change in data is statistically not of any consequence to overall accuracy rate.  I just saw this fact in a recently community survey project here in Colorado.

Remember, surveys are a balancing act of data quality, respondent ease, the time allowed to complete the survey, and funds used for methodology, publicity and audience selection criteria.

In an upcoming post I will answer the question: “So, if typical doesn’t matter then what does?”

To foot stomp: persons using the survey instrument to gather information for the first time should consult an expert to assist in developing the survey design, writing questions, and planning the most appropriate strategies.

Finally, what would you like to survey and why?  Drop me a post!

Online video is the fastest growing medium. It’s going to be how we communicate. “pclips,” a new series captures the best examples of public relations humor, information and education.

THIS WEEK:

Compilation of reporters getting owned — Watch Video

PAST “pclips”

Funny Interview Gone Wrong with Western Cowboy – Watch Video

Benefits of social media — Public relations - Watch Video

Advice from a ROBOT — What is Public Relations? - Watch Video

What is PR — the life of a PR person –  Watch Video

BBC News 24 bloopers - Watch Video

Believability - Watch Video

Gestures — the importance of nonverbal communication - Watch Video

“PR Guy” saves the day! - Watch Video

The evolution of PR - Watch Video

PR vs Journalism (Mac/PC spoof).  Video pauses between each segment so stay with it to “learn” the differences... - Watch Video

What is Public Relations?  The Man in the Gray Flannel Suit - Watch Video

Crisis management.  12 o’clock high. Watch Video

The ceremony is called Retreat and happens on every US military post in the world at the end of the day when the flag is lowered for the night. While performing for the troops during the holidays at Camp Arifjan, Kuwait every soldier, sailor, airman and Marine suddenly stopped laughing, stood up and turned away from Robin Williams.   Talk about public relations and education. - Watch Video.

Public complaints – Absolute Power (BBC comedy) – Watch Video

PR Professional of the Future - Watch Video

Publicity…that’s what you need! - Watch Video

Media relations screw up - Watch Video

What is PR? Man-on-the-street interviews Part 1 - Watch Video

Please comment on which video you like the best!

by Michael B. Perini, ABC
perini & associates

Attending a networking event is a key public relations activity.

A critical component is moving around the room and meeting and engaging with people.  To be able to have a second conversation exchanging business cards is a critical first requirement.

Lately, it seems that folks attending networking events aren’t armed with a business card making it very difficult to continue the dialogue.  I never leave home without them.  I have them in my jacket, my attache case, my car and I even take them to family or friends social events as you could have an unexpected encounter .

How many do I carry?  I try to find out the number of people attending the event but usually I have 5-10 cards at the ready.

I get these explanations for not carrying a card:  ”I left them at home.”  ”I am out of cards.”  ”My contact information has changed, sorry.”  I do hand my card regardless and I always say, “Please send me your information when you have a moment.” Business cards tell others about who you are, what you offer and how serious you are about marketing yourself and/or  your company, organization or event.   I try to be pleasant during the exchange, however, I know the likelihood of ever receiving a card from them is slim to none.

Here are three reasons why business cards are still important today for doing business.

1.  Something to hand out: By handing out a business card, you have given that person something to refer back to.  Also, they might even give the card to someone else who is interested in your services or products!

2.   Perfect when time is limited: You might only have a few seconds or the networking event is so loud that a conversation is nearly impossible.  Giving out your card can lead to future discussions in a more quiet and lengthy venue.

3.  It’s the right thing: Exchanging cards puts both individuals on an equal playing field.  It shows respect.  It signals that the conversation you just had was beneficial to both.

Here are three items to remember when designing  a business card.

1. Contact information: Voice mail, phone, fax, address, email and website.  Often I see that email  is missing.  This error means that a person must go the extra mile to contact you. No email address increases the chance that your card will be tossed.

2. Readable: Don’t cram your card with information.  White space on a card will make it easier to absorb your message and makes for easier scanning into your contact database on your computer.  Include a logo as it adds a professional flair to the card.

3.  Shape: The traditional size is 3.5″ by 2″.  If larger it likely will not fit in a wallet or a business card holder.  Also, if you decide to “cut” the card at an angle or have some other special effect make sure it’s the right size or it will end up in the trash.

You only have one chance to make a first impression.  Investing and carrying business cards is a necessary step to building a relationship. For the low cost of the card, I think it’s money well spent. I hope you agree.

Do you have a business card?  If so, please send me one at:  customerservice@periniassociates.com.

I would like to hear your comments on the value and where you keep your business cards so you always have them at the ready!

We are a Veteran Owned Business

by Michael B. Perini, ABC
perini & Associates

Buy Veteran is a national campaign spearheaded by the National Veteran-Owned Business Association (NaVOBA) to bring the success and momentum of the National Veteran Business Movement to all of America’s 3 million veteran-owned businesses.

In 1999, the federal government passed Public Law 106-50 that set a mandate to award 3 percent of all federal contract and subcontract dollars to service-disabled veteran-owned businesses.

Perini & Associates is proud to announce Sheena Harper as a new associate.

“Sheena brings years of professional experience in photography,” Michael Perini said.

“She provides the agency with the photo consulting expertise we needed,” Perini said.  ”She understands the art and science of great images,” he said.

Her portfolio is outstanding: Winter X Games 12 and 13;  New Orleans Associated Press  photographing the pre-game festivities outside of the Superdome for the first game after hurricane Katrina, as well as a Saints game in the Superdome.

Her photos have been published in El Paso County Parks & Nature Centers’ Parks & Program Guide, Colorado Springs’ West Side YourHub print edition, The Independent in Colorado Springs, Dreampower Animal Rescue Foundation’s  Newsletter, The Aspen Times, the Manitou Springs Public Library ‘s Calendar, and Pikes Peak Region Summer Fun Guide.

“Experienced and reliable, this outgoing photographer has great people skills and a passion for coming up with creative and unique photographs at every event.  I have found that a great photo is all about the lighting.  Sheena has got this aspect down pat,” Perini said.

She has interned with two newspapers learning the art of photojournalism and how to see and capture fleeting moments, in turn preserving them forever. Harper was also a finalist in the ‘Best of College Photography” book in 2006, ’07, and ’08.

In the public relations world, having photos that communicate  are key to the success of an organization, event or issue. Understand more.

Today, Harper  stays on the cutting edge of the industry by being an active member of the Professional Photographers of America and the Professional Photographers of Colorado. “Sheena is not only creative and understanding and knowledgeable about the client’s needs, she is also a successful business owner,”  Perini said.

Harper owns Sheena Harper Photography, a successful and growing lifestyle and wedding photography business based out of Woodland Park.
“When you look at her talent she has what it takes to help us take clients needing visuals to new levels,” Perini said.

To learn more about our associates please visit this page.  http://www.periniassociates.com/wp-content/uploads/2010/07/The-A.pdf