Chapter 5 & 6

Public Relations Strategies and Tactics by:Dennis L. Wilcox and Glen T. Cameron

Chapter 5 & 6

  • Research is widely accepted by public relations professionals as an integral part of the planning, program development, and evaluation process.
  • When creating a research design you need to ask yourself some questions such as ” What is the problem?” What kind of information is needed?” and “How much will it cost?”
  • Several reasons for using research are to achieve credibility with management, define audiences and segment publics, formulate strategy, test messages, help management keep in touch, prevent crises, monitor the competition, to sway public opinion, generate publicity, and measure success.
  • Quantitative research and Quantitative research are often used.
  • A check list exists to provide a basis for strategic planning.
  • A planning model covers four basic ideas: Facts, goals, audience, and key message.
  •  Public relations plans include eight basic elements: situation, objectives, audience, strategy, tactics, calendar/timetable, budget, and evaluation.
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