MCOM 253 Lecture Notes - Lecture 4: Focus Group, Web Analytics, Vimeo

• School: Towson University
• Department: Mass Communication
• Course: MCOM 253
• Professor: kimsuyong

Document Summary

Before: primary objectives were promotion and publicity. Now: complex and dynamic process of negotiation and compromise with a number of key publics. The role of pr in an organization often depends on: the type of organization, the perceptions of top management, the capabilities of the public relations executive, the differences between large and complex organizations, and small-scale organizations. Pros and cons of using a public relations firm. Pros: objectivity, variety of skills/expertise, extensive resources, offices throughout the country, special problem-solving skills, credibility. Cons: upe(cid:396)fi(cid:272)ial g(cid:396)asp of a (cid:272)lie(cid:374)t"s u(cid:374)i(cid:395)ue p(cid:396)o(cid:271)le(cid:373)s, lack of full-time commitment, need for prolonged briefing period, resentment by internal staff, need for strong direction by top management, need for full information and confidence, costs. Empirical data of analysis: first two steps need research to figure out. Qualitative: (cid:862)soft(cid:863) data, usually uses open-ended questions, unstructured, exploratory in nature, usually valid, but not reliable, rarely projectable to larger audiences, generally, uses nonrandom samples.