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Introduction to PR

Introduction to PR. Research. Why Research is Necessary?. An effective PR is a process; and the first step of it is RESEARCH. You can’t write if you don’t have something to write or don’t know who you are writing to. Why research is needed? findings of fact, the opinion judgement ,

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Introduction to PR

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  1. Introduction to PR Research

  2. Why Research is Necessary? • An effective PR is a process; and the first step of it is RESEARCH. • You can’t write if you don’t have something to write or don’t know who you are writing to. • Why research is needed? • findings of fact, • the opinion judgement, • message testing, • planning, • evaluation

  3. Why Research is Necessary? • Research, or facts collecting, can reach some objectives: • help to investigate the basic attitude of the group so that messages may be arranged • measure the real opinion of various groups • identify leaders who can influence public opinion target • reduce costs by focusing on valid targets and key audiences

  4. Why Research is Necessary? • Research can reach some objectives (contd.): • assist the implementation of pre-tested messages and communication channels recommended before implementing the overall program • help to determine the right time for public relations program to get the benefit of general public interest of the time. • create two-way communication  feedback from public can adjust the message and media choosing • locate the problem and the public interest before it becomes news on one page • create credibility in the eyes of top executives they want supporting evidence and its recommenation, not just prejudice and assumption.

  5. Why Research is Necessary? • Increasing fragmentation of audiences into groups with different interests. • The isolation of top management from direct contact with the public. • Research can prevent the organization for not wasting time, effort, and funds to tackle the real problems which do not exist. • Research can give the underlying facts of a public relations program. • Surveycan create publicity through the dissemination of results.

  6. Informal Research Method • News article • National and regional polling • Contact the regional and national businessmen • Library research • Forming an advisory panel (can be taken from the local community) • Consumers’ calls and letters • Focus groups • Concept testing • Communication check

  7. Additional material for Mid-test • Read chapter 4 – 6 in Kieran Knights’ Strategic Planning in Public Relations

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