Chapter 5: Research

People in the Public Relations field use research for certain reasons including:

  • to achieve credibility with management
  • to prevent crises
  • to monitor the competition
  • to sway public opinion and more

There are  different types of research that include:

  • personal interviews
  • surveys
  • local market research and a focus group
  • surveys being the most expensive form
  • secondary research includes
  • library & online databases
  • & the Internet

After reading Chapter 5 I have realized how important research is.



All of the information came from the textbook Public Relations Strategies and Tactics written by Wilcox and Glenn. 


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