Chapter 5. C.A.T.

Posted: October 6, 2013 in C.A.T
Tags: ,

ResearchWhen being a professional in any career, it is absolutely key to make sure that you are well versed in the art of “research”. Research is quite literally the motivating force behind any and everything, from both a professional and collegiate standpoint. This ideal provides a PR writer with ethos, which as discussed in Chapter 1 as a component of “persuasion”, is integral.

Of course I’ve always had a relatively high appreciation for research, but this chapter really opened my eyes to how huge of a part research plays in understanding organizational values, effects research and an assortment of other “bottom line” constituents. I also learned more about effects research and how it revolves around whether and how the public repsonds to a message. There are three outcomes:

knowledge

attitude

behavior 

Ultimately, in order to really grasp the art of research, public relations writers must take a look at the big picure which can always be summed up in three short words: what, why and how.

[Image via StudentBlogger.co.uk]

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