KD8 - By: Alison Clark Jaclyn Briggs Teresa Pui Shum Corey...

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Unformatted text preview: By: Alison Clark Jaclyn Briggs Teresa Pui Shum Corey Clark Justin July 14, 2009 Team # 4 What is research? Research is a form of listening, and an essential first step in the process of effective public relations. Its the gathering of information of various publics. Why do you think research is important? to allow organizations to have in-depth knowledge of its target audience, and to enable them to begin to make policy decisions and map out strategies for effective communication programs. To achieve credibility- Facts, not guesses and hunches. To define audiences and segment publics- Detailed information about the demographics, lifestyles, characteristics, and consumption patterns of the audiences helps to ensure that messages reach the proper audiences. To formulate strategy- Executives dont want to spend money on campaigns or techniques that will not benefit their goal. To test messages- To determine what particular message is most salient with the target audience. To help management keep in touch- In large communities, top executives are often isolated from the opinions of employees, customers, and other publics. Therefore, research bridges the gap for top executives and leads to better policies. To prevent crises- 90% of crises are caused by internal problems as opposed to unexpected natural disasters. opposed to unexpected natural disasters....
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KD8 - By: Alison Clark Jaclyn Briggs Teresa Pui Shum Corey...

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