Research: Understanding External Audiences

Catalog description

Focuses on the important role of market research and the use of existing data to gain insights into the attitudes of a wide range of external stakeholders, including journalists, investors, and customers, as well as the role environmental conditions play in the overall media campaign process. Offers students an opportunity to gain in-depth knowledge of research steps—including surveys, focus groups, and psychographic data—and to identify and analyze attitudinal patterns in target audiences as the foundation for effective public and media relations campaign strategies.