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Research And Public Relations

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Issue:

Miscellaneous

 

Written by:

Jennifer G

 

Date added:

November 14, 2012

 

Level:

University

 

Grade:

A

 

No of pages / words:

3 / 625

 

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6186 times

 

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In addition to this it had also been duly noted that most public relations research is casual and informal, rather than scientific and precise as it is required (Macnamara, 2002). This lack of effective and suitable evaluation has pressed practitioners to develop appropriate research techniques to increase both the amount and quality of the research undertaken in developing a PR program...
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In addition to this, understanding of environments and competitors is essential to a PR program and as such research places PR as a ‘purposive, goal-directed, and problem-solving management function’ (Broom and Dozier, 1990 cited in Johnston and Zawawi, 2004). Research must also be undertaken as part of the PR process in order to identify the requirement for a communication program, to assist in establishing the program, to check progress and to evaluate the effectiveness (Johnston and Zawawi, 2004)...
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