471_Chapter 2

PUBLIC RELATIONS 471 Let’s build a foundation January 9, 2012

GIVE ME SOME ROPE I’M PULLING FOR YOU

FOUNDATION FOR THE WHOLE CLASS ,[object Object],[object Object],[object Object],[object Object]

THREE KINDS OF RESEARCH ,[object Object],[object Object],[object Object]

CLIENT RESEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK CLIENT RESEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

OPPORTUNITY OR PROBLEM RESEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK OPPORTUNITY OR PROBLEM RESEARCH ,[object Object],[object Object],[object Object],[object Object]

AUDIENCE RESEARCH ,[object Object],[object Object],[object Object],[object Object]

LET’S TALK AUDIENCE RESEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK AUDIENCE RESEARCH ,[object Object],[object Object],[object Object],[object Object]

SO HOW DO WE RESEARCH THIS STUFF?

LET’S TALK RESEARCH METHODS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SIX NONQUANITATIVE RESEARCH TOOLS ,[object Object],[object Object],[object Object]

LET’S TALK SIX NONQUANITATIVE RESEARCH TOOLS ,[object Object],[object Object],[object Object]

LET’S TALK THREE QUANTITATIVE RESEARCH TOOLS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK OBJECTIVES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK OBJECTIVES ,[object Object],[object Object],[object Object],[object Object],[object Object]

STEP ONE OUTPUT OBJECTIVES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

STEP TWO IMPACT OBJECTIVES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK PROGRAMMING ,[object Object],[object Object],[object Object],[object Object],[object Object]

THEMES: MY FIVE RULES ,[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK ACTION OR SPECIAL EVENTS ,[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK MEDIA AND HOW TO USE THEM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK ABOUT 9 TOOLS OF EFFECTIVE COMMUNICATION ,[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK ABOUT 9 TOOLS OF EFFECTIVE COMMUNICATION ,[object Object],[object Object],[object Object],[object Object]

WHAT WE FORGET ABOUT NONVERBAL COMMUNICATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK ABOUT INFORMATIONAL OBJECTIVE EVALUATION ,[object Object],[object Object],[object Object]

LET’S TALK ABOUT ATTITUDINAL OBJECTIVE EVALUATION ,[object Object]

LET’S TALK ABOUT BEHAVIOR OBJECTIVE EVALUATION ,[object Object],[object Object],[object Object],[object Object],[object Object]

LET’S TALK ABOUT OUTPUT OBJECTIVE EVALUATION ,[object Object]

471_Chapter 2

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471_Chapter 2