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Week - 1
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The importance of public relations research, the fundamental stages of the research process, the principles of scientific research, and research ethics. |
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Week - 2
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The characteristics of quantitative research, research designs, hypothesis formulation, population and sampling, data collection, and measurement techniques. |
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Week - 3
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The characteristics of qualitative research; interviews, focus groups, observation, and qualitative data analysis methods. |
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Week - 4
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The use of research in the public relations process, the analysis of digital environments, and new media research methods. |
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Week - 5
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The analysis of the organization’s internal and external environment, organizational structure and culture, the identification of communication problems, and SWOT analysis. |
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Week - 6
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The analysis of market structure, the industry, competitors, and target groups; the evaluation of market information from the perspective of public relations strategies. |
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Week - 7
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The concept of target audiences; the identification, segmentation, and prioritization of target audiences; and the analysis of their characteristics. |
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Week - 8
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Aligning corporate goals with communication objectives, setting measurable objectives, and corporate positioning. |
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Week - 9
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Proactive communication initiatives, target audience engagement, collaboration with target audiences, and defensive and response strategies. |
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Week - 10
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The strategic planning process in public relations; the integration of the research, planning, implementation, and evaluation stages. |
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Week - 11
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The interpersonal communication process, verbal and nonverbal communication, listening, feedback, and relationship management. |
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Week - 12
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The relationship between public relations and the media, the concept of publicity, newsworthiness, agenda-setting, and media visibility. |
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Week - 13
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The management of press releases, press conferences, interviews, press kits, and other traditional media tools. |
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Week - 14
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Corporate websites, social media, blogs, online press rooms, digital content management, online engagement, and reputation management. |
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