Chapters 5 & 6: Research & Program Planning

Here are some notes from Chapters 5 & 6 of Public Relations: Strategies & Tactics (9th Edition):

  • In the process of public relations, the first step is always research.
  • You can use research to “achieve credibility with management, define audiences and segment publics, formulate strategies, test messages, help management keep in touch, prevent crises, monitor the competition, sway public opinion, generate publicity, and measure success.”
  • Qualitative research is effective for “probing attitudes and perceptions, assessing penetration of messages, and testing messages.” Quantitative research is effective for fathering large and varying numbers of opinion using polls and surveys.
  • The second step in the process of public relations is program planning, or “when an organization starts making plans to do something about an issue or situation.”
  • The eight “basic” elements of public relations plans are (1) situation, (2) objectives, (3) audience, (4) strategy, (5) tactics, (6) calendar/timetable, (7) budget, and (8) evaluation.


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Filed under COMM 2322, Reading Notes: Comm 2322

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