Chapter 4 Discussion Flashcards

1

Seen as important to inform individual campaigns as well as ongoing strategic decisions for the organization

2

Analyzes difficult-to-quantify concepts like tone and brand voice in writing, media coverage, and social media content

3

Census data is gathering information from every member of a specific audience or public

4

Analyzes and collects numerical data using statistical techniques to test hypotheses and answer research questions

5

Scholarly research is an example of what research

6

Crafting research questions is a critical skill for success in crafting effective PR campaign

7

Should be concise, specific, measurable, and blame-free

8

Case studies is an example of what research

Chapter 4 Discussion