Please read the chapter 5 of Public Relations: Strategies and Tactics Author: Dennis L. Wilcox & Glen T. Cameron Edition: 10th Edition, and write the comment. And answer the questions:
Chapter 5, which is all about the importance of research in public relations practice. This is the first of four chapters (Research, Program Planning, Communication & Evaluation) which highlight the basic process of public relations work. So read carefully….
As you read this week’s chapter, I want you to ponder a few questions:
Why is research so important to public relations work?
If you were planning to do a research project, how would you go about deciding what research method to use?
What are the pros and cons to using telephone surveys versus face to face interviews? What about web surveys?
What are some guidelines that should be followed when preparing a questionnaire?
How could the Internet be a research tool?
How can survey research be used as a publicity tool?
Look at the “Ethics” box on page 134. Do you think reporting survey results based on non-scientific research methods is ethical? Or does the end justify the means in the example given?