PR2008research - The Public Relations Process COMM 2044...

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The Public Relations Process COMM 2044 Principles of Public Relations © 2008 Rachel L. Holloway
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2 Public Relations Process Research Action Communication Evaluation
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3 Research and Analysis Policy Formation Communication Feedback Programming Program Assessment and Adjustment
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4 Research in Public Relations To achieve credibility with management To help management keep in touch To monitor the competition To define audiences and segment publics To formulate strategy To prevent crises To sway public opinion To generate publicity To measure success
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5 At what stage is research used in the public relations process?
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6 Research and Analysis Policy Formation Communication Feedback Programming Program Assessment and Adjustment
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7 Step One: Situation Analysis and Problem Definition A public relations problem is the gap between where we are and where we want to be.
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8 What are your options?
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9 Situation Analysis I. Archival Research A. Communication with internal publics Mission statement Values statement Handbooks Newsletters Orientation Video Website Intranet
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  • Spring '08
  • RLHolloway
  • Public Relations, Research and Analysis, public relations process

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