The role of research has taken on increasing importance in the development, implementation and evaluation of public relations campaigns. Name and discuss THREE benefits a practitioner gains from conducting research BEFORE, DURING AND AFTER A CAMPAIGN
What will be an ideal response?
• Research is the hallmark of any effective communication/PR
strategy
• It shows our strategies are based on data which enable us to make
more informed decisions
• BEFORE a campaign, research helps us to properly identify a PR
problem or opportunity and understand its scope. Audience
focused research helps us to develop our key messages and media
strategy. Research also helps us to develop our goals, objectives
and tactics.
• DURING a campaign, ongoing research enables us to test our
messages and make adjustments as needed once campaign is
underway.
• AFTER a campaign, evaluative research tells you how well you
planned the campaign; whether you have met or exceeded your
objectives, and what you have learned. This evaluative research
has become increasingly important to demonstrate to the client his
return on investment as well as to demonstrate the effectiveness of
the campaign. It also may be useful as formative research at the
discovery stage of new campaigns.
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