Research within chapter 5

Let’s talk about Research. In chapter 5 of Public Relations Strategies and Tactics the main focus is on research.

Uses for research:

  • “To achieve credibility with management, to define audience and segment publics, to test messages…”
  • Basically research can be used to discover who it is your advertising to and how to effectively do so.

Some Techniques

  • “Library and online databases and Archival Research…”
  • There are many ways to go about research, it is best to become familiar with all the tools available.

Quantitative vs. Qualitative research

  • quantitative give you numbers and how much/many, while quality gives more opinion and results.
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