Chapter 5 Notes

This chapter was on research.  here’s a few key things I learned while reading this chapter:

Research is a multipronged tool that is involved in virtually every phase of a communication program.

Research is a very important aspect of public relations that has many different purposes.  Some of these purposes include, but are not limited to:

  • Monitor competition
  • Change the public’s opinion
  • Prevent crisis’ from happening
  • Achieve respect with management

Also… Research comes in various types:

  • Surveys
  • Personal Interviews
  • Focus groups
  • Local Market Research
  • Secondary Research

Secondary Research can include research gained from someone else’s prior research.  This can include research found on the Internet,  in the library, and in media databases. 

Also, the most expensive form of research is surveys.


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