Cara Mitchell

September 16, 2008

Ch. 7: Research and Evaluation

Filed under: Reading Notes — by caramitchell @ 2:54 am
  • Research and evaluation are two crucial phases of the PR process. The two processes are intertwined and there is a constant need for both research and evaluation.
  • What to Research? A research strategy is key. Some potential areas for research may be client research, stakeholder research and evaluation research. Evaluation research is good to do throughout the entire process.
  • How to research? It’s important to know some of the different methods commonly used by PR practitioners in research: secondary research (library/ primary sources), feedback research, communication audit, focus group and survey research.
  • Many times research and evaluation are overlooked in executing a PR plan because of the failure to see the true value in research and because of not understanding how to show the value of PR on paper.

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