PUR3000 - Pur3000 Exam 2 Research Action Communication...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Pur3000 Exam 2 Research Research Action Objective Communication Planning Evaluation Evaluation Stewardship When making a budget for PR, 10% should be allocated for research . 10% is the ideal number, 5% is more realistic. PR practitioners use research to: Establish credibility with management Define audiences and segment publics Formulate strategy Test messages before distributing them to the masses Help management keep in touch Prevent crises Monitor the competition Sway the public opinion Generate publicity Measure Success Secondary practice is commonly used in practice. Secondary research is research that has already been conducted . Research that is conducted by some other source. Qualitative V. Quantitative Qualitative research is research that uses subjective measurements and personal opinions. Qualitative research requires in depth research (open-ended questions and surveys) Quantitative research: “real” research that has to do with the hard sciences (math, physics, biology) Your dealing with numbers and often with predictive research. Archival Research: when a practitioner is looking at all of the organizations material. Other Research Techniques Content Analysis : analyzing the content, EX- how a newspaper company asks how they can make the content of their newspaper better. Focus Groups: test messages before the company spends money to disseminate them. Scientific Sampling : Random sampling and probability sampling. The larger the sample size the better. The size that you actually use depends on what you are sampling and the response rate that you want. Questionnaires: questionnaires can have issues with semantics if the practitioner is not properly trained. Questionnaires can have biased wording, where the questions
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
can lead people to respond in a certain way. Examples of bias include highly charged wording or leading/loaded questions. Courtesy Bias: Questions that tend to illicit the ‘correct’ response. Respondents often choose answers that reflects mainstream thinking and won’t offend the surveyors. Chapter 6 MBO: Management by Objective. Practitioners set objectives that can help them manage programs. MBO provides focus and direction for formulating strategies to achieve objectives. The objective is the desired end result. Employer/Client Objectives : Practitioners need to meet the objectives of both the client and the employer. Audience Objectives : With MBO you must identify the key publics and know who your audience is. Audience objectives are important because the whole point of PR is to build and maintain relationships between an organization and its publics. To persuade the audience you have to understand their objectives. Media Objectives:
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 13

PUR3000 - Pur3000 Exam 2 Research Action Communication...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online