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Public Relations Research: The Basics

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Slides to accompany a discussion I led in my Intro to Public Relations course at Georgia Southern University.

Published in: Education

Public Relations Research: The Basics

  1. 1. Public Relations Research
  2. 2. Copyright © Allyn and Bacon 2009 C H A P T E R 5 Research 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.
  3. 4. In the News . . . Copyright © Allyn and Bacon 2009
  4. 5. <ul><li>“ It ain't so much </li></ul><ul><li>the things we don't know that get us in trouble. </li></ul>It's the things we know that ain't so.“ Artemus Ward ~ American Writer
  5. 6. What We’ll Discuss Today <ul><ul><li>Importance of research </li></ul></ul><ul><ul><li>Primary & Secondary research </li></ul></ul><ul><ul><li>Qualitative & quantitative research </li></ul></ul><ul><ul><li>Questionnaire construction </li></ul></ul>Copyright © Allyn and Bacon 2009
  6. 7. Public Relations as Process: R.A.C.E. Copyright © Allyn and Bacon 2009
  7. 8. Questions About Research <ul><li>What is the problem? </li></ul><ul><li>What kind of information is needed? </li></ul><ul><li>How will the results of the research be used? </li></ul><ul><li>What specific public (or publics) should be researched? </li></ul>Copyright © Allyn and Bacon 2009
  8. 9. Questions About Research <ul><li>Should the organization do the research in-house or hire an outside consultant? </li></ul><ul><li>How will the research data be analyzed, reported, or applied? </li></ul><ul><li>How soon will the results be needed? </li></ul><ul><li>How much will the research cost? </li></ul>Copyright © Allyn and Bacon 2009
  9. 10. How do PR people use research? Copyright © Allyn and Bacon 2009 http://www.flickr.com/photos/doberagi/1404539812/
  10. 11. Two Types of Research <ul><li>Primary </li></ul><ul><li>Secondary </li></ul>Copyright © Allyn and Bacon 2009
  11. 12. Two Methods of Research <ul><li>Qualitative </li></ul><ul><li>Quantitative </li></ul>Copyright © Allyn and Bacon 2009
  12. 13. Copyright © Allyn and Bacon 2009
  13. 14. Questionnaire Construction Copyright © Allyn and Bacon 2009
  14. 15. <ul><li>Barbara B. Nixon, Assistant Professor of Public Relations </li></ul><ul><li>Georgia Southern University </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Twitter: barbaranixon </li></ul><ul><li>Skype: barbara.b.nixon </li></ul>Contact Me

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