The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.
Key Concepts in Public Relations:
- Provides a comprehensive, easy-to-use overview to the field
- Covers over 150 central concepts in PR
- Paves the way for students to tackle primary texts
- Grounds students in both practice and theory
- Takes it further with recommended reading
Communication research is an essential part of a full public relations programme. It is, plainly, impossible to manage changes in reputation and public attitude if you do not know how your organisation is currently regarded.
[Page 198]Research can take many forms from engaging professional advisors and fieldworkers to desk-based research. A fairly simple format for desk-based research is to speak to a handful of journalists and comparatively review a series of websites. Commissioning basic professional research for the wider public can these days be done fairly economically by adding questions onto a web-based survey by a company like YouGov in the UK or Zogby in the USA.
More specialised target markets, however, will be more expensive to survey. Detailed research into the opinions, attitudes and ...