COMM 201 Lecture Notes - Lecture 5: Market Environment, Psychographic
1 Mar 2017
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Document Summary
Research: understanding your publics, demographics and psychographics, used to set agenda, situation analysis. Planning or analysis in pr: ensuring the effectiveness of the plan, pros, cons, blindspots, strategy. Implementation and communication: how pr messages are transmitted, through what channel, medium, venue, take action. How pr is evaluated: ways in which practitioners assess outcomes, ongoing, continuous, assessment. Research is the first of 4 essential steps for effective public relations. Provides the information required to: understand the needs of publics, to develop powerful messages. Systemic way of gathering information to: more precisely describe the problem or opportunity, check out our assumptions on publics and opinions, consider possible barriers and consequences. Research helps pr: save time and money, better understand our publics, identify new publics, make sound decisions, avoid mistakes, discover new ideas, connect with communities. According to one survey of practitioners 75% of respondents described their research as casual and informal.
