Managing Research In PR
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Transcript of Managing Research In PR
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Barbara B. Nixon, Ph.D. (ABD) :: Georgia Southern University
MANAGING RESEARCH IN PUBLIC RELATIONS
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WHAT IS PUBLIC RELATIONS?
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PUBLIC RELATIONS IS . . .
the management of communication between an organization and
its publics
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WHAT IS A “PUBLIC”?
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A PUBLIC IS . . .
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SEGMENTING PUBLICS
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GENERAL ASSUMPTION #1
Thedecision-making process is basically the same in all organizations
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GENERAL ASSUMPTION #2
All communication research should
Set objectives
Determine a strategy to reach objectives
Implement tactics
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GENERAL ASSUMPTION #3
Research can be divided into 3 phases
Development
Refinement
Evaluation
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GENERAL ASSUMPTION #4
Communication research is behavior-driven & knowledge-based
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SEQUENCING PR OBJECTIVES
Informational
Motivational
Behavioral
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WHAT IS “SUCCESS”?
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CONTACT ME
Barbara B. Nixon, Ph.D. (ABD)Assistant Professor of Public RelationsGeorgia Southern University
Life Member & Past President of the International Listening Association (listen.org)
E-mail: [email protected]
Twitter: barbaranixon
Skype: barbara.b.nixon
Blogs: publicrelationsmatters.com & learnercentered.wordpress.com