Understand the importance of research in the pr management

Question

Think Public Relations:

Part A: PR Management

- Understand the importance of research in the PR management process and why so little research occurs in PR
- Be familiar with how you go about determining the PR problem
- Be able to explain some of the differences of quantitative & qualitative research (why is each useful to the PR practitioner- pros & cons)
- Know the difference between objectives, strategies, and tactics and be able to give example of each
- Know the three primary outcomes of objectives and what you need to consider when writing objectives
- Terms: primary research; secondary research

Part B: Communication & Action

- Know the importance of coordinating action with communication (e.g. why is communication not enough)
- Be familiar with how PR practitioners construct clear messages (what to avoid)
- Why is there a push for measureable results in PR? Why is it hard to assess/measure the "worth" of PR sometimes (e.g. news coverage)?
- Be familiar with the obstacles to evaluation
- Be familiar with the three different levels where evaluation occurs and ways to evaluate each level
- Terms: media uses & gratification theory; euphemism; jargon; symbols; two-way communication; media impressions

Part C: Conflict Management

- Know the four phases of the conflict management life cycle and be able to compare
- Be familiar with some of the internal and external factors related to contingency theory and be able to give some examples
- Know some of the factors related to how people perceive risk & risk communication
- Terms: environmental scanning; contingency theory; advocacy; accommodation; threat appraisal model; crisis; conflict positioning

Part D: Diverse Audiences

- Be familiar with why it is important for PR practitioners to be able to reach diverse audiences
- Be able to compare and contrast the youth, senior, and baby boomer audiences

Part E: Mass Communication

- Be familiar with when to use press releases
- Be familiar with the inverted pyramid
- Know some of the guidelines for good media relations
- Terms: product placement; audio news release; public service announcements; radio media tours; video news releases

Part F: The Internet and Social Media

- Be familiar with why the internet is attractive to PR professionals
- Know the difference between "pull" versus "push"
- Why has social media become an important PR tool?
- Be able to discuss some of the pros and cons of blogs as a PR tool
- Terms: employee blogs; third-party blogs; corporate blogs.

Answer 1

In order to complete the assignment, you have to use a Microsoft word paper to address the following questions. 1) Comprehend the significance of research in the PR management procedure and illustrate why so little research takes place in PR. 2) Be recognizable with how you go about finding out the PR problem. 3) Be capable to describe some of the differences of quantitative and qualitative research (illustrate why is each helpful to the PR practitioner- pros and cons) 4) Recognize the difference between the objectives, policies and tactics and be able to provide illustrations of each. 5) Recognize the three main outcomes of objectives and what you require to consider when writing the objectives. 6) Recognize the significance of coordinating action with communication 7) Be well-known with how PR practitioners construct the clear messages 8) Illustrate why is there a push for measureable outcomes in PR? Illustrate why it is hard to assess or measure the ‘worth’ of PR sometimes?