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所在平台: CourseraArchive 课程类别: 其他类别 大学或机构: CourseraNew |
课程主页: https://www.coursera.org/archive/prresearch
课程评论：没有评论
National University of Singapore
Welcome! In this section, we are covering the foundation of research. What makes a research academic and what makes it applied? We will learn how Public Relations research is similar to and different from academic research. This allows you to use research to move PR for strategic decision making as part of a management function. Finally, we will also discuss overview of research methods used in PR research.
Perhaps you are familiar with research. You might have learned about research or maybe you conduct research in your life. How is that different from research in Public Relations practice? In this course, you will learn the foundations of research in PR. PR research is applied research. Practical application of research allows you to improve the organization’s performance. Research can be used in many ways in Public Relations practice. For example, you can use research to analyze and assess a need for the organization, ensure your objectives are realistic and connected to your outcome, identify and describe the relevant publics, brainstorm and test messages and channels, monitor the progress of your PR efforts, show impact and effectiveness of your program. This course will provide you the basic knowledge to plan, design, and conduct research to solve a PR problem. This course is designed for students wanting to pursue careers in public relations as well as a refresher for entry level PR practitioners wanting to brush up on their knowledge of the field. Come join me in this tour of research in PR where you will learn to use research as the backbone of your strategic decisions based on evidence.
