Chapter 7:Research and Evaluation

16 09 2008

Important points:

  • PR practitioners must be able to measure the effectiveness of the decision they make and actions they take.
  • Research and evaluation are critical tools for PR practitioners.
  • PR practitioners must always ask themselves: What do we think I know and what do we not know
  • 5 main types of PR research are: secondary research, feedback research, communication audits, focus groups and surveys.