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Research: Understanding Public Opinion

Research: Understanding Public Opinion. Analyze Figure 5.1 Process Model"Make sure bosses see value of the functionBottle Bill exampleMEASURE effects of programs . Research: Understanding Public Opinion. INFORMAL METHODSRecord keepingKey contacts (lists)Special committeesFocus Groups (prima

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Research: Understanding Public Opinion

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    1. Research: Understanding Public Opinion Management demands HARD FACTS PR research is used in ISSUES MGMT. Lets look through CEDAR SPRING case study together Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.

    2. Research: Understanding Public Opinion Analyze Figure 5.1 Process Model Make sure bosses see value of the function Bottle Bill example MEASURE effects of programs Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.

    3. Research: Understanding Public Opinion INFORMAL METHODS Record keeping Key contacts (lists) Special committees Focus Groups (primary research tool) Casual monitoring Internet/Library/Database

    4. Research: Understanding Public Opinion FORMAL, SCIENTIFIC METHODS Content Analysis Survey Research Experimental Research Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.

    5. Research: Understanding Public Opinion COLLECTING THE DATA Descriptive and Inferential Methods Descriptive/Demographic Inferential people NOT in the survey! Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.

    6. Research: Understanding Public Opinion METHODS FOR OBTAINING INFO Observations Interviews Questionnaires Qualitative vs. Quantitative (not in book) Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.

    7. Research: Understanding Public Opinion SAMPLING METHODS Sample defined Simple random sampling Systematic sampling Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.Wal-marts, Home Depots large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist Web citizen journalist, vocal can command attention Law and Ethics of democracy, Law and Ethics of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.

    8. Research: Understanding Public Opinion MEASURING PUBLIC OPINION Public Opinion vs. Mass Opinion Identifying Publics Environmental Monitoring/Scanning 200,000 PR professionals according to Bureau employment in public relations is 200,000 PR professionals according to Bureau employment in public relations is

    9. Research: Understanding Public Opinion SPECIAL PR RESEARCH TECHNIQUES Public Relations Audit Organizational Image Survey Communications Audit Visibility Research (Web) Social Audits HARLOW: began teaching pr course at Stanford in 1939; founded the American Council on Public Relations, which later merged w.the national association of PR into Public Relations Society of America. JACKSON :PR Reporter, trade newsletter, current research affecting PR practice with an emphasis on communication and behavioral science research findings. PAGE 32 GOOD SUMMARY OF KEY HISTORICAL PLAYERSHARLOW: began teaching pr course at Stanford in 1939; founded the American Council on Public Relations, which later merged w.the national association of PR into Public Relations Society of America. JACKSON :PR Reporter, trade newsletter, current research affecting PR practice with an emphasis on communication and behavioral science research findings. PAGE 32 GOOD SUMMARY OF KEY HISTORICAL PLAYERS

    10. Research: Understanding Public Opinion Blood Drive Case Study Who are the target audiences? What informal research would you use? What sources would you use to find out the preliminary background information? What formal, or systematic, research techniques would you need to use? What kind of questions do you need to be asking? HARLOW: began teaching pr course at Stanford in 1939; founded the American Council on Public Relations, which later merged w.the national association of PR into Public Relations Society of America. JACKSON :PR Reporter, trade newsletter, current research affecting PR practice with an emphasis on communication and behavioral science research findings. PAGE 32 GOOD SUMMARY OF KEY HISTORICAL PLAYERSHARLOW: began teaching pr course at Stanford in 1939; founded the American Council on Public Relations, which later merged w.the national association of PR into Public Relations Society of America. JACKSON :PR Reporter, trade newsletter, current research affecting PR practice with an emphasis on communication and behavioral science research findings. PAGE 32 GOOD SUMMARY OF KEY HISTORICAL PLAYERS

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