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:
- large samples are generated in a short amoutn of time
- They are more ecnominical then even mail questionaires or phone interviews
- Datat can be analyzed continually
3 major disadvantages:
- Respondents are usually self-selected
- There is no control over the size of the sample or selection of respondents
- Probability sampling is not achieveable
All information in this post can be found in Public Relations: Strategies and Tactics 9th Edition.