Qualitative Interview Protocol
and Communication Management
[Note: The exact wording you use is not important. This is a semistructured rather than highly structured process. The same is true for the actual questions that follow. ]
Hi, I'm_________. A few years ago your organization participated in the Excellence project, which is the largest study ever conducted of public relations and communication in the world. Now we're conducting a series of personal interviews to discuss those research $ndings and to ask a fay follow-up questions with people like yourself in about 18 of the original 300 organizations. When would be the best time for us to talk?
[Notes: (1) Mention—on tape—the tape recording of the interview. (2) Begin with conversational ice-breakers. (3) Continue with the following questions in any order, using any phrasing you determine is most likely to elicit the information we need. Look for opportunities to suggest a conversation with others in the public relations department or in the dominant coalition. The best strategy may be to take advantage of a “don't know”-type response. At that point, suggest talking with others in the department or the CEO (or both). ]