课程介绍

 

　　Perhapsyouarefamiliarwithresearch.Youmighthavelearnedaboutresearchormaybeyouconductresearchinyourlife.HowisthatdifferentfromresearchinPublicRelationspractice?Inthiscourse,youwilllearnthefoundationsofresearchinPR.PRresearchisappliedresearch.Practicalapplicationofresearchallowsyoutoimprovetheorganization’sperformance.ResearchcanbeusedinmanywaysinPublicRelationspractice.Forexample,youcanuseresearchtoanalyzeandassessaneedfortheorganization,ensureyourobjectivesarerealisticandconnectedtoyouroutcome,identifyanddescribetherelevantpublics,brainstormandtestmessagesandchannels,monitortheprogressofyourPRefforts,showimpactandeffectivenessofyourprogram.Thiscoursewillprovideyouthebasicknowledgetoplan,design,andconductresearchtosolveaPRproblem.ThiscourseisdesignedforstudentswantingtopursuecareersinpublicrelationsaswellasarefresherforentrylevelPRpractitionerswantingtobrushupontheirknowledgeofthefield.ComejoinmeinthistourofresearchinPRwhereyouwilllearntouseresearchasthebackboneofyourstrategicdecisionsbasedonevidence.

 

　　课程目录

 

　　1IntroductiontoPublicRelationsResearch

 

　　1.1WelcomeVideo

 

　　1.2.1CourseIntroduction

 

　　1.2.2IntroductiontoPRResearch

 

　　1.3.1ResearchinPRPart1-ResearchONandFORPublicRelation

 

　　1.3.2ResearchinPRPart2-TheSignificanceandApplicationofResearchinPR

 

　　1.4.1AppliedvsAcademicResearchPart1-AgendaandGoalsofResearch

 

　　1.4.2AppliedvsAcademicResearchPart2-InterpretationandInformationUse

 

　　1.4.3AppliedvsAcademicResearchPart3-ResearchContribution

 

　　1.5.1ResearchMethodsinPRPart1-InformationCollection

 

　　1.5.2ResearchMethodsinPRPart2-QuantitativeandQualitativeResearchMethodsIntroduction