Answer to Question #249421 in English for CZWE

Question

3.1 According to Bivins (1995:5-16), the planning process consists of five (5) steps, identify and discuss five development processes of public relations with relevant examples. (10)

3.2 Explain the process of evaluation in a qualitative and quantitative approach for the audiences. (10)

Answer 1

1. The four-step public relations process — research, planning, implementation, and evaluation (RPIE) — accounts for the majority of the APR computer-based Examination for Accreditation in Public Relations (EAPR). It uses qualitative and quantitative data to inform a public relations strategy and elevates the public relations function from tactical to strategic.
   

• Primary Sources- The first stage in doing an audience study is to gather as much information as possible. Keep any preconceived notions or ideas about your target audience to yourself and focus on the research.
• Qualitative research is concerned with the ideas and views of a consumer or target audience member. Put yourself in the shoes of a customer when conducting this type of research to determine which aspects of the product or campaign are most appealing and which are lacking.
• Interviews- In-person or over-the-phone interviews can disclose a wealth of information about the target market. This type of study might be qualitative or quantitative, with the former often giving more results. During an interview, a single respondent engages with the moderator, or the person who asks the questions.