Managing Research In PR

Barbara B. Nixon, Ph.D. (ABD) :: Georgia Southern University

MANAGING RESEARCH IN PUBLIC RELATIONS

WHAT IS PUBLIC RELATIONS?

PUBLIC RELATIONS IS . . .

the management of communication between an organization and

its publics

WHAT IS A “PUBLIC”?

A PUBLIC IS . . .

SEGMENTING PUBLICS

GENERAL ASSUMPTION #1

Thedecision-making process is basically the same in all organizations

GENERAL ASSUMPTION #2

All communication research should

Set objectives

Determine a strategy to reach objectives

Implement tactics

GENERAL ASSUMPTION #3

Research can be divided into 3 phases

Development

Refinement

Evaluation

GENERAL ASSUMPTION #4

Communication research is behavior-driven & knowledge-based

SEQUENCING PR OBJECTIVES

Informational

Motivational

Behavioral

WHAT IS “SUCCESS”?

CONTACT ME

Barbara B. Nixon, Ph.D. (ABD)Assistant Professor of Public RelationsGeorgia Southern University

Life Member & Past President of the International Listening Association (listen.org)

E-mail: bnixon@georgiasouthern.edu

Twitter: barbaranixon

Skype: barbara.b.nixon

Blogs: publicrelationsmatters.com & learnercentered.wordpress.com