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Chapter 5 June 11, 2010

Filed under: PRCA 2330,Reading Notes — amberlaurin @ 10:51 am

Chapter 5- Research

Public relations professionsals use research in the following ways:

  • To achieve credibility.
  • To define audiences and segment publics
  • To formulate strategy.
  • To test messages.
  • To help management keep in touch.
  • To prevent crises.
  • To monitor competition.
  • To sway public opinion.
  • To generate publicity.
  • To measure success.

If information is needed on public opinion adn attitues, many public relations firms will conduct short interviews with people ina  shopping mall or at a meeting.  This kind of interview is called an intercept interview, because people are litterally intercepted in public places adn asked their opinions.

3 major advantages of using the Web and email surveys:

  1. large samples are generated in a short amoutn of time
  2. They are more ecnominical then even mail questionaires or phone interviews
  3. Datat can be analyzed continually

3 major disadvantages:

  1. Respondents are usually self-selected
  2. There is no control over the size of the sample or selection of respondents
  3. Probability sampling is not achieveable

All information in this post can be found in Public Relations: Strategies and Tactics 9th Edition.


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