After reading this chapter, students should be able to:
Explain how research can be used to establish a value for public relations. Knowledge of how data garnered through research can be employed as a means of demonstrating to management the value of public relations is imperative, especially in times of sluggish economy, where cuts in organizational expenditures are under consideration. |
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Describe research techniques, informal and formal, that can be used to collect data. Knowledge of the strengths and weaknesses of different research methods is important so that a practitioner will be able to select the technique that possesses the best opportunity to ensure successful data collection. |
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Outline the methods that are used to collect formal research data. Knowledge of types of data, how to actually collect data, and sampling methods is mandatory so that the proper steps can be taken to garner accurate information. |
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Define the different types of 'publics'. Knowledge of latent, aware and active publics allows practitioners to plan programs, campaigns and strategies for their clients. |
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Demonstrate how audits are conducted and used in public relations. Knowledge of how public relations audits, communications audit, and social audits are employed to gauge the communication environment in which practitioners conduct programs is essential. |