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Chapter 6: Research

Name:__________
Horizontales
the hallmark of all successful writers in PR
Much of the date you get from primary and secondary sources will be in simple ___________ form
The key to good research is
To make it in PR, you’ll need to dedicate yourself to being a good researcher who is always pursuing new _________
Sampling when every person in your public should have an equal and known statistical probability of being included in the sample
a “listening” company that sets up online social networks for their client organizations to research what their members are thinking.
Sampling assumes that there is an even distribution of characteristics within the population being surveyed
Research that includes interviews, focus groups, case studies
Quote sources using
the most effective ways of delivering your message
The process of learning what worked well, what didn’t and why
This paper is designed to state an organization’s position on an issue
Don’t clutter your ________
Verticales
This process results in an assortment of writing tasks
The careful study that is done to find and report new knowledge about something.
the ease in which text can be read and understood
Sources that are on paper or another form of stored information
Your job as a PR writer demands that you describe the issue fairly and
Research that results in numbers
All sources should be
With this, its easier than ever before to get information
Sources referring information you have gathered from people
For targeted, effective communications you need to segment each public into groups who will respond _______ in ways
Four steps you go through when you consider making a major decision
The completed paper must be put into the appropriate ______