STC 116 Lecture Notes - Lecture 5: Hip Hop, Audiophile, Web Analytics

• School: University of Miami
• Department: Strategic Communication
• Course: STC 116
• Professor: Professor

Document Summary

Research is the rst 4 essential steps for pr: research, program planning, carrying out, evaluation. Provides info required to: understand needs of publics, develop powerful messages, focus groups most e ective way to research in most cases, actually uses true 2- way communication. Can give free replies instead of multiple choice. Time consuming, di cult to analyze, but worth it. Public vs stakeholder: stakeholder has vested interest in company, ex. Public is who they market to like prospective students & parents. Consumer metallization: driven by inner passion for music. Sway public opinion ( do we change or change the public"s opinion? ) Di usion of innovation theory: pioneers, early innovators determine the trends. 75% of practitioners described their research as casual and informal. Content analysis: systematic and objective counting and categorizing of info, combing over and grouping data. Copy testing: public looks over content before released on small scale. Ethnographic techniques: anthropological, watch behavior of people.