managing research in pr
DESCRIPTION
Slides to accompany a discussion about the management of research in public relations. For Barbara Nixon's PR 4330 (PR Research) class at Georgia Southern University.TRANSCRIPT
Barbara B. Nixon, Ph.D. (ABD) :: Georgia Southern University
MANAGING RESEARCH IN PUBLIC RELATIONS
WHAT IS PUBLIC RELATIONS?
PUBLIC RELATIONS IS . . .
the management of communication between an organization and
its publics
WHAT IS A “PUBLIC”?
A PUBLIC IS . . .
SEGMENTING PUBLICS
GENERAL ASSUMPTION #1
Thedecision-making process is basically the same in all organizations
GENERAL ASSUMPTION #2
All communication research should
Set objectives
Determine a strategy to reach objectives
Implement tactics
GENERAL ASSUMPTION #3
Research can be divided into 3 phases
Development
Refinement
Evaluation
GENERAL ASSUMPTION #4
Communication research is behavior-driven & knowledge-based
SEQUENCING PR OBJECTIVES
Informational
Motivational
Behavioral
WHAT IS “SUCCESS”?
CONTACT ME
Barbara B. Nixon, Ph.D. (ABD)Assistant Professor of Public RelationsGeorgia Southern University
Life Member & Past President of the International Listening Association (listen.org)
E-mail: [email protected]
Twitter: barbaranixon
Skype: barbara.b.nixon
Blogs: publicrelationsmatters.com & learnercentered.wordpress.com