Public Relations Research: The Basics

Public Relations Research

CHAPTER5Research

Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon.Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon.Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon.

In the News . . .

“It ain't so much the things we don't know

that get us in trouble.

It's the things we know that ain't so.“

Artemus Ward~ American Writer

What We’ll Discuss Today

Importance of researchPrimary & Secondary researchQualitative & quantitative

researchQuestionnaire construction

Public Relations as Process: R.A.C.E.

Questions About Research•What is the problem?

•What kind of information is needed?

•How will the results of the research be used?

•What specific public (or publics) should be researched?

Questions About Research•Should the organization do the research in-house or

hire an outside consultant?

•How will the research data be analyzed, reported, or applied?

•How soon will the results be needed?

How do PR people use research?

http://www.flickr.com/photos/doberagi/1404539812/

Two Types of Research•Primary•Secondary

Two Methods of Research•Qualitative •Quantitative

Questionnaire Construction

Barbara B. Nixon, Assistant Professor of Public RelationsGeorgia Southern University

E-mail: bnixon@georgiasouthern.eduTwitter: barbaranixonSkype: barbara.b.nixon

Contact Me

Public Relations Research: The Basics

Education

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Lecture 4.1: Relations Basics

THE PRACTICE OF PUBLIC RELATIONS DEFINING PUBLIC RELATIONS

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Basics of Interpersonal Relations

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Lecture 4.2: Relations Basics

Public Relations. 17-2 What is Public Relations?