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Global and Multicultural Public Relations
book

Global and Multicultural Public Relations

by Juan-Carlos Molleda, Sarab Kochhar
July 2019
Beginner content levelBeginner
272 pages
8h 17m
English
Wiley-Blackwell
Content preview from Global and Multicultural Public Relations

2Research, Measurement, and Evaluation

Keywords

measurement; primary research; secondary research; evaluation; quantitative research; qualitative research; media monitoring; outtakes; outcomes; domestic consultancy; internal and external validity; transnational corporation; corporate social responsibility

Central Themes

  • Research is an essential part of public relations management, especially on the global stage. Without research, public relations would not be a true management function. It would not be strategic or a part of executive strategic planning within an organization.
  • Research makes public relations activities strategic by ensuring that communication is specifically targeted to a variety of stakeholder groups that want, need, or care about the information and, most important, are willing to be involved.
  • The purpose of research is to develop strategy in public relations, to define goals and objectives for a campaign, to operate as a part of the strategic management function within an organization, and to measure the success of efforts.
  • Designing an international media measurement program is a challenging task, but a very important one for global organizations.
  • After a public relations plan has been formulated and put into practice, evaluative research allows an organization to determine whether and to what degree its objectives have been achieved.
  • Quantitative and qualitative research methods have complementary and unique strengths. These two research approaches ...
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Publisher Resources

ISBN: 9781118673966Purchase book