CMST 2A03 Chapter Notes - Chapter 1: Blood Donation, Communist Party Of The Russian Federation, Video News Release

• School: McMaster University
• Department: Communication Studies
• Course: CMST 2A03
• Professor: Terry Flynn

Document Summary

Formal research: the systematic gathering, analyzing, and evaluating of data via some methodology, quantitative or qualitative. Informal research: the observing of people, events, or objects of interest as they occur, typically through qualitative methods. Modern public relations research strives to deliver evidence that the bottom line has been enhanced by the practitioner"s activities. Research: the systematic gathering, analyzing and evaluating of data. Data are observations of some sort, can be as simple as the number of people attending an event or as complex as the perception of an organization"s reputation. Research is the beginning of a process that seeks to bring out a specific objective. Cutlip, center, and broom"s four-step process (defining pr problems, planning and programming, taking action and communication, evaluating the program) Research planning and accurate data lead to valid assessments and analyses of public opinion and program effectiveness. Public relations research is used to (figure 1. 1: monitor and track.