JMA 243 Lecture Notes - Lecture 6: Simple Random Sample, Sampling Frame, Factiva
5 Dec 2016
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Document Summary
Due diligence: refers to conducting research and analysis. The first step in pr strategy and planning: reasons due diligence is not done. Not perceived by practitioners as being relevant. Research and evaluation: 2 important areas to explore. Are pieces missing from the puzzle: pr is a non-linear process. Research gathers information before the process, and evaluation gathers information after the process. Yet, each should be used as needed throughout the process. Pr"s contribution to the "bottom line: public relations programs must contribute to meeting business objectives. Did sales increase: research can help pr practitioners: Determine which messages might be most effective with specific audiences: as a result, research is essential in helping to realize management"s goals. Research strategy: begins with 2 simple questions. How will i gather the information: research is conducted to do 3 things: Explain why something is happening, what its causes are and what effects it will have.
