CRYSTAL AWARDS JUDGING SCORE SHEET - TACTICS Category: Research 14 points possible Needs Developing Fair Average Excellent Points Research is the systematic gathering of information to describe and understand a situation, check assumptions about publics and perceptions, and check the public relations consequences. Research is the foundation for effective strategic public relations planning. Research can be identified as: primary or secondary formal or informal qualitative or quantitative Primary Research: Investigation or data collected you do yourself or you hire someone to do for you. Secondary Research: Using research findings of others or collecting information secondhand. Research methodologies include: Focus Groups Surveys (phone, mail, online, email) Interviews (phone, intercept, in-depth) Tracking (calls, purchases, hits, actions, placements, etc) Media analysis Content analysis Observations, visits, field reports Complaint reviews Purpose Purpose for the project is not stated. 0 points (N/A; purpose of the project is either stated, or not included) (N/A; purpose of the project is either stated, or not included) Purpose The purpose of the project was clearly stated. 2 points _____/2 points Research Methods Used Research methods are not mentioned. 0 points (N/A) Research Methods Used Research methods impacting the tactic are mentioned. 1 point Research Methods Used Research methods impacting the tactic are mentioned AND identified as primary or secondary research. 2 points _____/2 points Types of Research No research was listed for the project. (examples at left). 0 points Types of Research Research was referenced but not clearly outlined. (examples at left). 2 points (N/A) Types of Research At least 2 types of research are used (examples at left). 4 points _____/4 points Research Impact Information is not included on how research results affected the creation or implementation of the tactic, based on campaign objectives or strategies. 0 points (N/A; information on the impact of research is either included, or not included) (N/A; information on the impact of research is either included, or not included) Research Impact Information is included on how research results affected the creation or implementation of this tactic based on campaign objectives or strategies. 6 points _____/6 points Comments:
Employee surveys Phone interviews Surveys (phone, online, mail, intercept) Content analysis Media analysis Tracking (calls, purchases, etc) Focus groups 0 points clearly (examples at left). 1 points clearly (examples at left). 2 points 3 points Lessons Learned No ways to improve this tactic (if it were done again) are presented. 0 points (N/A) Lessons Learned At least 1 way to improve this tactic (if it were done again) is presented. 2 point Lessons Learned At least 2 ways to improve this tactic (if it were done again) are presented. 4 points _____/4 points Comments: Award Entry Scoring Category Points Possible Research _____ /14 points possible Planning _____ /30 points possible Implementation _____ /30 points possible Creativity _____ /15 points possible Evaluation _____ /11 points possible Total Score______ /100 points possible Material in this rubric is based on information from: Public Relations Society of America Study Guide for the Examination for Accreditation in Public Relations, ©2016 by the Universal Accreditation Board, functioning as part of Public Relations Society of America.