PBRL 270 Chapter Notes - Chapter 5: Content Analysis, Web Analytics, Questionnaire Construction

• School: UTK
• Department: Public Relations
• Course: PBRL 270
• Professor: Candace L.White

Document Summary

Research provides information required to understand the needs of publics and to develop powerful messages. Planning- process of setting goals and objectives and determine ways to meet them: central function of management. Measurement provides means for demonstrating to management that pr is achieving objectives and contributing in a meaningful way to the organization. Research- controlled, objective, and systematic gathering of information for the purpose of describing and understanding: validity. Achieved when research measures what it purports to measure: reliability. Achieved when very similar results are obtained if a study is repeated. Pr departments should spend 3-5% of budget on research. Three approaches to research: secondary research. Content analysis: systematic and objective counting or categorizing of information, used to measure the amount of media coverage and nature of that coverage, factors: Percentage of favorable, neutral, and negative mentions about the company or its product or service. Overall tone of the article or broadcast mention.