DPR3711_Project

DPR3711 Learning Unit 1  LEARNING UNIT 1: PUBLIC RELATIONS RESEARCH 1.1 Introduction  Welcome to the project option of the DPR3711 module. This unit deals with public relations research. Research should be the first step of any public relations effort. Accordingly, a public relations plan is informed by research that identifies public relations issues to be resolved and recommends what needs to be done. Therefore, as a public relations practitioner, research will be one of your key responsibilities. What does research in a public relations context mean? Public relations research involves daily media scanning (press clippings); gathering public opinion; analysing target audiences; determining effective message delivery; identifying trends; monitoring programme implementation; assessing programme impact; and environmental scanning. Learning outcomes At the end of the unit you should be able to do the following: o Develop a research proposal. o Compile a media monitoring report. o Compile a questionnaire. o Write a research report. It is important to note that is this unit presents you with an opportunity to apply the knowledge and skills that you have acquired from the other modules into practice. The most relevant modules to this unit are the Public Relations Writing modules and Public Relations Research. Your portfolio must comprise of portfolio activities 1, 2, 3, 4, and 5 in this learning unit The assignment and the portfolio must be submitted via myUnisa. The submission date is given on the module group site on myUnisa (DPR 3711-20). 1.2 What is public relations? 1.3 Functions of a public relations practitioner 1.4 The value of public relations research 1.5 Defining public relations research 1.6 Researching the organisation 1.7 Researching the public relations opportunity or problem 1.9 Researching the organisation's stakeholders 1.9 Researching the media 1.10 Researching the organisation and its competitors 1.11 Research as a tool to evaluate public relations campaigns 1.12 Categories of research 1.13 Public relations research process Portfolio activity 1 1.14 Questionnaire design 1.15Internal communication (internal public relations) Portfolio activity 2 1.16Media monitoring Portfolio activity 3 Portfolio activity 4 Portfolio self-reflection activity 5 1.17 Summary