ADPR3510 Ch 2.ppt - Chapter 2 Management of Research 11...

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Chapter 2 Management of Research 11
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Public Relations 22 “The management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.”
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33 Publics External Internal Intervening
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Research Assumptions 44 All communication should Set objectives Determine strategies to meet objectives Implement strategies to bring strategies to life
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Research Assumptions, Cont’d. (c) Guilford Press, 55 Research can be divided into three general phases Developmental Refinement Evaluation Communication research is behavior- driven and knowledge-based PR research should be based on
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(c) Guilford Press, 66 Goal: General outcome expected by campaign end Objective: Very specific projected outcome Outtake: Response from intended target Opinion leader Editor
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Writing Objectives (c) Guilford Press,
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ADPR3510 Ch 2.ppt - Chapter 2 Management of Research 11...

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