APR 231 Ch. 5 Notes.docx - APR 231 Ch 5 Notes Research The PR Process \u2022 Research Defining the problem What\u2019s happening now \u2022 Planning\/Action

APR 231 Ch. 5 Notes.docx - APR 231 Ch 5 Notes Research The...

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APR 231 Ch. 5 Notes - Research The PR Process • Research - Defining the problem, What’s happening now? • Planning/Action - Objectives, strategies, What should we do and say, and why? • Implementation/Communication - Action plan, How and when do we do and say it • Evaluation - How did we do / How are we doing? Iterative Proces What is Research? Research is the controlled, objective, and systematic gathering of information for the pur- pose of describing and understanding How might we use research in PR? To achieve credibility with management To define audiences and segment publics To formulate strategy To test messages To help management keep in touch To prevent crisis To monitor the competition To sway public opinion To generate publicity To measure success Research Techniques Secondary research - Use of data collected by others Primary research - New, original collected data Secondary Research Archival research in organization’s files
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