Chapter 7

In public relations, there is a process that all PR passes thru and the first step of it is research whereas the final step is evaluation. There are many ways that PR agents conduct research and one of the more accurate ways to gauge public opinion is by way of survey research. Many people use this method even though each survey is unique in its own way because there are five different ways to ask questions and many surveys utilize more than one way. One of the best ways to exemplify this is in the way that ESPN.com has allowed people to cast their vote for who they think the Heisman trophy should go to. ESPN was giving the public around 12 names to choose from as well as a write-in ballot box, if they so choose to use it