[PR-network] Questionnaire

Sabina Ebbols s.ebbols at acu.ac.uk

Tue Jul 27 10:20:35 BST 2004

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Dear Network Member

We are writing to ask for your assistance. Our 2003 ACU PR & Marketing
Scholarship holder, Rhonda Jaipaul, is currently working on her MA
thesis on the subject of PR in Higher Education and has asked if you
might be able to help. Rhonda has compiled a questionnaire and would be
very greatful if those of you who are specifically responsible for
Public Relations functions (I know some members are departmental staff)
in their university could find the time to respond. Please reply
directly to Rhonda at rhonz20 at hotmail.com by 30 July.

Unfortunately it is not possible to send attachments to a mailing list,

if you would prefer to complete a Word document, please let Rhonda or I
know and we will send an individual email. If you would like to
handwrite your answers and post them then please send them to me and I
will forward them on.

Many thanks
Sabina

----------------------------------------------------------------
Sincere thanks for taking the time to complete this questionnaire.

I would like to alleviate any concerns that you may have by highlighting
that the sole purpose of this questionnaire is to support a MA in Public
Communication and Public Relations’ dissertation.

The survey’s target respondents are Higher Education Professionals

responsible for the Public Relations function at their institutions, and
the objectives are:
1. to examine the various definitions for higher education public
relations and the activities that the function encompasses, and
2. to measure the acceptance and attitudes towards higher education
public relations.

Respondents can be assured of the highest levels of confidentiality, as

references to the survey will not include any specific institutions or
persons.

Responses can be returned directly to Rhonda Jaipaul at

rhonz20 at hotmail.com. Please reply by 30 July.

1. From your institution’s perspective, what is the definition of

Public Relations?
2. What are the tasks generally executed by your institution’s Public
Relations function?
(Please select as appropriate and rank in order of importance)

Public Relations/communications planning, monitoring and evaluation.

Institutional marketing (including publications, advertising, and other
activities to support the marketing function).
Internal communications.
Media relations.
Crisis management.
Events management.
Business/commercial liaison (to support business development and/or
advancement function).
Other (please specify)_____________________________.

3. How would you describe the Public Relations function at your

institution?
Centralised in one department.
Delegated to individual schools/faculties.
A mixture of activities with shared responsibility by Public Relations
department and schools/faculties.
Other (please specify)________________________________________________

4. What is the formal designation of the person responsible for

Public Relations at your institution?

5. What is the formal designation of your institution’s Public

Relations function?

6. Is your institution’s Public Relations function part of a larger

university department?
Yes
No

7. If answer to preceding question is “Yes”, what department?

8. Does the person responsible for Public Relations report to your

institution’s senior management team?
Yes
No

9. Is the person responsible for Public Relations a member of your

institution’s Academic Board?
Yes
No

10. Does the person responsible for Public Relations report directly
to the head of your institution?
Yes
No

11. If answer to preceding question is “No”, under whose remit does

your Public Relations function fall?

12. How often does the Public Relations function communicate directly
with the head of your institution?
On a daily basis.
On a weekly basis.
On a monthly basis.
As necessary.
Not at all.

13. Does the Public Relations function have senior management’s

support and understanding in terms of appreciating the strategic role of
higher education public relations, listening to and accepting public
relations counsel?
Yes
No

14. How long has your institution’s Public Relations function been
established?
Less than 1 year.
Between 1 and 5 years.
Between 5 and 10 years.
Over 10 years.

15. How many members of staff does your institution’s Public

Relations function employ?
1 to 5 employees.
6 to 10 employees.
Over 10 employees.

16. Within the past 10 years has the Public Relations staff grown or
diminished?
Grown
Diminished

17. Is there a differentiation between Marketing and Public Relations

activities at your institution?
Yes
No

18. What is the ratio of spending between Marketing and Public

Relations activities at your institution?
Marketing budget is larger than Public Relations.
Public Relations budget is larger than Public Relations.
Both budgets are about equal.
Other (please specify)________________________________________________

19. Has your institution’s overall spending on Public Relations

increased within the past 5 to 10 years?
Yes
No

20. Is evaluation of Public Relations initiatives important to your

institution?
Yes
No

21. What are the evaluation measures employed by your institution for
Public Relations activities?
22. Is/Was there resistance to the establishment of a Public
Relations function by the academics of your institution?
Yes
No
Don’t know

23. If answer to preceding question is “Yes”, is/was the resistance

high or low?
High
Low
Don’t know

24. In terms of Public Relations alone, how would you rate the
effectiveness of your institution?
Excellent
Good
Average
Fair
Poor

25. From a Public Relations perspective, what issue(s) do you think

would be the most challenging for your institution within the next 3
years?

26. Which of the following statements would you agree with:

(Please select all that apply)

Public Relations in higher education is more tactical than strategic.

Public Relations in higher education is more strategic than tactical.
Public Relations in higher education is more defensive than offensive.
Public Relations in higher education is more offensive than defensive.

27. How would you rate the importance of Public Relations in higher
education in the medium term future (within the next 5 to 10 years)?
Very
important
Important
Slightly important
Not important at all

28. Do you believe that the higher education sector is moving towards
a Public Relations orientation in similar fashion to how it has moved to
a Marketing orientation?
Yes
No

29. Do you foresee any barriers in building a Public Relations

orientation in the higher education sector?
Yes
No

30. If answer to preceding question is “Yes”, what barriers do you

foresee?

31. What skill sets do you think the Higher Education Public
Relations practitioner needs in order to be considered a “Professional”?
(Please select as appropriate and rank in order of importance)
Sound knowledge of the higher education sector.
Sound knowledge of the institution and its culture.
Sound knowledge of new media and communications technology.
Strong ability to think strategically.
Strong people skills.
Journalistic capabilities or background.
Knowledge of marketing.
Formal public relations qualifications (degree).
Other (please specify)_____________________________.

32. What is your formal job title?

33. How many years of Public Relations experience do you have?

0 to 5 years.
6 to 10 years.
Over 10 years.

34. How many years of experience as a Higher Education Public

Relations practitioner do you have?
0 to 5 years.
6 to 10 years.
Over 10 years.

35. How long have you been practising Public Relations for your
institution?
0 to 5 years.
6 to 10 years.
Over 10 years.

36. Have you worked in sectors outside of higher education?

Yes
No

37. If answer to preceding question is “Yes”, has your experience

been relevant in dealing with public relations issues at your
institution? Yes
No

38. Are there any comments about your role, or of higher education
and/or public relations in general which you would like to add?

39. Would you be amenable to further interviews on this topic?

Yes
No

If yes, please provide contact details

Name:
Email address:
Institution:
Institution address:
Institution website:

-END-

***********************
Sabina Ebbols
Co-ordinator
PR, Marketing & Communications Network
Association of Commonwealth Universities
36 Gordon Square
London WC1H 0PF

Tel: 020 7380 6759

Fax: 020 7387 2655
Email: s.ebbols at acu.ac.uk
ACU Website: www.acu.ac.uk
***********************

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More information about the PR-network mailing lis

CE.R.RP.MED. (Research Centre on Public Relations in the Mediterranean Area) aims
at analysing the state of the art and use of Public Relations in the Mediterranean area, in
order to:
• monitor and study the development of the profession in this vast zone
• examine professional opportunities and how to further their application

At the present stage CE.R.RP.MED. proposes a research of an exploratory nature with the
title “Public Relations in the Mediterranean area” and is asking Universities, PR bodies
and professionals, industrialist associations and companies to participate to the following
questionnaire. The data emerging from the research will be published and made available
at the end of the final processing and presented at the first MedCom Symposium. Thank
you for sparing just a few minutes in order to fill and send your point of view.
20. Please indicate the differences between a Mediterranean style and the
International applications of Public Relations

20.a Could you describe existing examples/applications of a Mediterranean

practice of Public Relations?

21. Is there a country in the Mediterranean you would identify as the leader in
Public Relations in the International scenario and why?

22. Would you consider Public Relations important in negotiation processes in

and between the Mediterranean countries?
yes/considerably yes/enough no/not much no/at all

23. Would you see any advantage for both the academic and the corporate
world to have access to a Mediterranean style Public Relations professionality?

24. If you would be willing to support/contribute to the definition of

Mediterranean Public Relations, please state below your point of view
tThis survey is designed for practitioners who work in Public
Relations and allied fields such as Public Affairs or Internal
Communications.
Introduction
The Public Relations industry suffers from a distinctly unfavourable
reputation, which is ironic considering the very nature of the business.
Therefore, it is of the highest importance to the future of Public
Relations that the industry is seen as being professional or ethical.

This research aims to evaluate the attitudes and opinions of PR

practitioners who are currently working in the industry.

The research
This questionnaire forms a major part of my research for my MSc in
Corporate Communication and Public Affairs, which I am studying at
the Robert Gordon University in Aberdeen. The findings will not be
used for any financial or commercial gain.

Please be assured that this research is totally confidential and

your anonymity is guaranteed.

This questionnaire should take less than 10 minutes to complete. I

would like to thank you in advance for your time. Please let me know if
you would like a copy of the finished report, which will be available in
May 2008.
2. About you

22%

1. Gender
Gender Female
Male

2. Age
Age 18 – 25
26 – 35
36 – 45
46 – 55
56 – 65
66 +
3. Your current employment

33%

3. Do you work as part of

Do you work as part of An agency or freelance
An in-house team
Other (please specify)

4. Is your current role in

Is your current role in The Public Sector (Civil Service, Government
etc.)
The Private Sector (finance, retail etc.)
The ‘third’ Sector (not-for-profit, charity etc.)
Freelance / Agency (a mix of clients)
Other (please specify)

5. Which of the following activities do you perform in your

current position?
Which of the following activities do you perform in your current
position? Monitoring the Press
Internal communication
Writing media releases
Updating organisation’s or client’s website
Lobbying
Event organisation
Managing other staff
Managing budgets
Project management
Pitching to prospective clients
4. Attitudes towards PR

44%
6. Place in order of importance the characteristics needed for a
successful career in Public Relations. Ticking number 1 means
that characteristic is the MOST important, ticking number 10
means that characteristic is the LEAST important. You can only
use each number rating ONCE.
1 2 3 4 5 6 7 8 9 10
Place in order
of importance
the
characteristics
needed for a
successful
career in
Public
Relations.
Ticking
number 1
means that
Creativity 2 3 4 5 6 7 8 9 10
characteristic
is the MOST
important,
ticking number
10 means that
characteristic
is the LEAST
important. You
can only use
each number
rating ONCE.
Creativity 1
Organisational Organisational
2 3 4 5 6 7 8 9 10
skills skills 1
Determination
Determination 2 3 4 5 6 7 8 9 10
1
Being a
Being a ‘people
‘people person’ 2 3 4 5 6 7 8 9 10
person’
1
Integrity Integrity 1 2 3 4 5 6 7 8 9 10
Client-
Client-focussed 2 3 4 5 6 7 8 9 10
focussed 1
Team player Team player 1 2 3 4 5 6 7 8 9 10
Intelligence Intelligence 1 2 3 4 5 6 7 8 9 10
Persuasiveness
Persuasiveness 2 3 4 5 6 7 8 9 10
1
 1 2 3 4 5 6 7 8 9 10
Good
Good
communicator 2 3 4 5 6 7 8 9 10
communicator
1

7. In your opinion, which one of the following statements best

describes Public Relations:
In your opinion, which one of the following statements best describes
Public Relations: A way of enhancing and protecting a company or
organisation’s reputation
The management of relationships between an organisation and it’s
publics
Organised lying

8. How acceptable are the following activities among your

peers:
Practiced but
Totally Good
ethically Acceptable
unacceptable practice
questionnable
How
acceptable are
the following
activities
Entertaining a among your Practiced but
Good
journalist over peers: ethically Acceptable
practice
drinks or dinner Entertaining a questionnable
journalist over
drinks or
dinner Totally
unacceptable
Exaggerating
experience on
Exaggerating
a CV or Practiced but
experience on a Good
application ethically Acceptable
CV or application practice
form to get a questionnable
form to get a job
job Totally
unacceptable
Using Using Practiced but Acceptable Good
information information ethically practice
gained during a gained during questionnable
previous job to a previous job
help your to help your
current current
employers employers
 Practiced but
Totally Good
ethically Acceptable
unacceptable practice
questionnable
Totally
unacceptable
Working on a
campaign for
Working on a something you
campaign for disagree with
something you on a personal
disagree with on level Practiced but
Good
a personal level (promoting ethically Acceptable
practice
(promoting tobacco when questionnable
tobacco when you don’t
you don’t smoke, smoke, for
for example) example)
Totally
unacceptable
Deliberately
withholding
Deliberately information
withholding which may
information harm your
which may harm client’s Practiced but
Good
your client’s reputation ethically Acceptable
practice
reputation from from the questionnable
the general general public
public or or
stakeholders stakeholders
Totally
unacceptable
Using
personal
Using personal relationships Practiced but
Good
relationships for for ethically Acceptable
practice
professional gain professional questionnable
gain Totally
unacceptable
Giving Giving Practiced but Acceptable Good
journalists free journalists ethically practice
‘review free ‘review questionnable
products’ to products’ to
keep after they keep after
have been they have
 Practiced but
Totally Good
ethically Acceptable
unacceptable practice
questionnable
been featured
featured in the in the media
media Totally
unacceptable
Funding a
bogus ‘grass
Funding a bogus Practiced but
roots’ Good
‘grass roots’ ethically Acceptable
campaign practice
campaign questionnable
Totally
unacceptable
5. Education

56%

9. Please tick the level of your highest academic qualification

Please tick the level of your highest academic qualification No formal
academic qualifications
GCSE, O-Level
A-Level, BTEC National Diploma, GNVQ
Batchelor’s degree / HND
Post-graduate qualification (Master’s degree, Ph.D etc.)

10. Do you have any industry-related qualifications?

Industry related qualifications are those which are vocational
and specific to communications including PR training,
marketing communications, journalism or media production.
Do you have any industry-related qualifications? Industry related
qualifications are those which are vocational and specific to
communications including PR training, marketing communications,
journalism or media production. Yes
No
6. Professional qualifications

67%

11. Please describe these qualifications

Please describe these qualifications Academic qualifications (eg. BA
(Hons) in Public Relations, MSc in Corporate Communications)
 Industry Qualifications (e.g.CIPR Diploma)
Other (please specify)

12. Did you study ethics as part of your qualification?

Did you study ethics as part of your qualification? Yes
No
6. Professional qualifications

67%

11. Please describe these qualifications

Please describe these qualifications Academic qualifications (eg. BA
(Hons) in Public Relations, MSc in Corporate Communications)
Industry Qualifications (e.g.CIPR Diploma)
Other (please specify)

12. Did you study ethics as part of your qualification?

Did you study ethics as part of your qualification? Yes
No
7. Ethics and PR

78%

13. What are ethics?

What are ethics?

14. Do practitioners need to consider ethics during the course

of their work?
Do practitioners need to consider ethics during the course of their
work? Yes
No
Please explain your answer

15. Do you think that training in ethics would help practitioners

make ethical decisions during the course of their work?
Do you think that training in ethics would help practitioners make ethical
decisions during the course of their work? Yes
No
Don't know
Please explain your answer

8. Thank you

89%
Thank you for filling in this survey.
I would be very grateful if you could forward this survey to friends and
colleagues working in Public Relations. The link for this survey is
http://www.surveymonkey.com/s.aspx?sm=GfXMVoLB2L0LKFA3K0NrU
A_3d_3d

16. Please indicate if you would like to:

Please indicate if you would like to: Receive a copy of the finished
report
Take part in my further research
9. Your contact details

100%

17. Please let me know your name and / or your email address
if you would like me to contact you, otherwise leave the fields
blank to remain anonymous.
Please let
me know
your name
and / or
your email
address if
you would
like me to
contact
you,
otherwise
leave the
fields blank
to remain
anonymous.
Name:
Email
Address: