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Essential Questions on Research and Strategy in Public Relations

This manual provides essential short questions and guidance for students learning about the importance of research and measurement in Public Relations (PR). It covers key topics such as the utilization of various media, the role of surveys and focus groups, benchmarks and audits, and the balanced scorecard approach for successful PR strategies. Exploring case studies, monitoring strategies, and the characteristics of the TOCOM model are also discussed, ensuring a well-rounded understanding of PR practices and strategic planning.

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Essential Questions on Research and Strategy in Public Relations

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  1. Public RelationsDPR 3B Questions Learning Units 1&2 Student Manual pp 11-99 12 September 2011

  2. Short questions • Explain why research and measurement in PR is important • Explain the use of print media, Internet, weblogs, radio, network and environmental analyses in research for writing a PR strategy • How would you use surveys, focus groups, pre-and post-test evaluations in preparing to write a PR strategy? DPR3-PR-Revision-LU2-Questions

  3. Short questions • How does information from recall and retention, attitude and preference and behaviour measurement add value to writing a PR strategy? • Explain the concepts of benchmarking and audits in research for writing a PR strategy • Explain you understanding of the balanced scorecard and identify Likely’s (2000) 10 steps to ensure success by using it DPR3-PR-Revision-LU2-Questions

  4. Short questions • Discuss evaluation and measurement (pp 13-14) • What is exploratory research? (p15) • How would you use a case study in PR research? (p19) • How would you monitor published content and postings on websites? (pp 35-36) • Explain PR strategy (pp 54-55) DPR3-PR-Revision-LU2-Questions

  5. Short questions • Describe the characteristics of the TOCOM model (pp 59-81) • Explain the elements of: • PEST analysis (5) • Needs analysis (5) • Stakeholders analysis (5) DPR3-PR-Revision-LU2-Questions

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