COM-384 Lecture 6: Chapter 6

• School: University of Tampa
• Department: Communication
• Course: COM-384
• Professor: kristaboling

Document Summary

Answering questions is the purpose of public relations research. Its obvious the number of questions that we might like to have answered is huge. The continuing rapid growth in the use of social media has added tremendously to the number. Six broad categories: policy and purpose, background material, public, audience, constituency, message, media, program evaluation. Aida: when you analyze the steps you have to take when you consider making a major decision. Awareness: the rst step is to become aware that the product , service or practice exists. Interest:check out the advantages and disadvantages you might have in adopting the product, service or practice. Desire:if you continue developing interest, and if the product, service or practice seems to be right for you, you might develop a preference or desire for the product or service. Public relations professionals are fond of talking about publics, audiences, stakeholders or constituents.