What Weve Completed Skills Assessment was due at

What We’ve Completed: Skills Assessment (was due at the start of class) The Relationship-Building Approach to Communication Persuasive Communication techniques

Today: How to conduct research for strategic communication and for your client. Take notes! Review Requirements for Preliminary Interview, Milestone #2

Coming up: Schedule your interview with the client to complete Milestone #2, due Friday, 2/8 Be prepared to conduct research in class for the client on Wednesday. Read Chapter 4, so you understand how to apply research to the matrix/plan. Friday 2/1 Case Analysis #3: Are You Pouring on the Pounds? Debating the Link between Sugary Drinks and Obesity (Media Relations) Tynelle

Communication Research Why is research important?

Types of research Formal and informal Quantitative and qualitative Primary and secondary Mixed methods Think about purpose, time, client needs, your needs, etc. as you embark on research

Secondary Research Organizational research (likely biased if only coming from the organization) Communication audit, environmental monitoring, social media audit, etc. Internet and Library Research (visit the library/be wary of info. Online) External organizations (can be biased – ask about methodologies) Media research

Primary Research Focus groups (uses and abuses, p. 52) Copy and product testing Psychographic studies Social media analytics Survey research and opinion sampling

Investigating Undergrads’ Attitudes Towards Chocolate Purposive Sampling Case Study Stratified sampling Omnibus survey