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Essay / Research Paper Abstract
This 4 page paper examines public relations and how research can help to create good campaigns. Various methods of research and why there are objections to it are explored. Bibliography lists 2 sources.
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4 pages (~225 words per page)
File: RT13_SA636PR.rtf
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context of the development of a PR strategy? Most believe that this should be the case. Research can go a long way in providing support for a decision, or for
sending back strategists to the drawing board. Yet, there are many executives who do not like the idea. Before delving into the reasons for not doing an evaluation, it is
important to examine some of the methods often employed. There are different methods of doing research in this area. Delahaye is an agency that has created a method of examining
PR and it is called Weighted Impact Net Effect (Van Der Meer, 2005). This method has the ability to evaluate tone, reach and prominence (Van Der Meer, 2005). The president
of the organization, Mark Weinter, suggests that media context analysis along with relevant data do add to positive business outcomes and also helps firms to achieve a return on their
investment (Van Der Meer, 2005). Weinter explains that many firms want to simply look at the delivery of key speeches or messages so that they will achieve some awareness about
themselves (Van Der Meer, 2005). This is a good thing. It is a reasonable, doable endeavor (Van Der Meer, 2005). In embarking on a campaign to include research evaluation in
a marketing scheme, there are questions to be asked. Weinter explains that some questions go to why a firm wants media analysis to be done in the first place (Van
Der Meer, 2005). Obviously, the answer to such a question will determine which tact to take (Van Der Meer, 2005). In making a decision as to how much research
will be utilized, different departments will be influenced and this will have an effect on how key messages are created in the future (Van Der Meer, 2005). What can the
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