Media Channels to Target Audience
Rationale and Research Questions
clearly shows the need for public affairs practitioners to segment their
audiences to target their messages. However, experience indicates they
seldom have the time or resources to conduct their own audience research.
The question, therefore, is whether a method can be developed to assist
public affairs practitioners in conducting audience research and selecting
media channels to reach target publics. The research team will attempt
to develop such a product through exploration of the following research
Can a method be developed to assist public affairs practitioners in conducting
audience research and selecting media channels to reach target publics?
such a product or group of products can be developed, its users must be
certain of its validity and value. Thus, the researchers will attempt to
evaluate the product(s) through evaluation of the following research question:
Do public affairs practitioners find the audience research and media channel
selection tools and resources to be helpful and effective?