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1)Be able to identify the definition of research and explain why it’s important

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1)Be able to identify the definition of research and explain why it’s important.

2. Be able to identify PR’s research responsibilities (creating channels of two-way communication, situation analysis, SWOT analysis, communication audits and problem statements),understand what those things are and how they’re used.

3. Know the difference between formal and informal research methods. What makes something formal vs. informal? What are the strengths of each method?
4. As I noted in class, your text lists and explains many specific examples of formal and informal research. The last half of the chapter is dedicated to this. You need to understand each of these only enough to identify if they are formal or informal. No other details are necessary.

 Taking Action and Communicating chapter specifics

1.  Why is it important for a PR plan to have both an action and communication strategy?
2. What are these two things?

Communication Strategy: supports the action

3. How does a communication strategy support an action strategy?
4. Understand the concept of framing the message and how we do that for the audience as well as for the media. This includes understanding the role semantics, symbols and stereotypes play in the framing process.