Kourtni's Blog

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Chapter 5 June 10, 2010

Filed under: Reading Notes — kourtnilee @ 2:48 pm

Chapter 5 notes from Public Relations Strategies and Tactics.

Effective PR is a process & the first step in that process is Research.

Defining the Research Role:

  1. What is the problem?
  2. What kind of information is needed?
  3. How will the results of the research be used?
  4. What specific public(s) should be researched?
  5. Should the organization do the research in-house or hire an outside consultant?
  6. How will the research data be analyzed, reported, or applied?
  7. How soon will the results be needed?
  8. How much will the research cost?

PR Professionals use research in the following ways:

  1. To achieve credibility with management
  2. To define audiences and segment publics
  3. To formulate strategy
  4. To test messages
  5. To help management keep in touch
  6. To prevent crises
  7. To monitor the competition
  8. To sway public opinion
  9. To generate publicity
  10. To measure success

Research Techniques:

  1. Secondary research – uses existing information in books, magazine articles, electronic databases, etc.
  2. Qualitative research – includes:
  • content analysis
  • interviews
  • focus groups
  • copy testing
  • ethnographic techniques

3. Quantitative research – PR professionals conduct polls and surveys using highly precise scientific sampling methods


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