ERIC Number: ED161031
Record Type: RIE
Publication Date: 1978-Aug
Reference Count: 0
Precision Communication: Interactive Computer Applications in Data-Based Public Relations Programs.
Kalupa, Frank B.; Trotter, Edgar P.
To develop research capabilities among public relations professionals, a research teaching program was begun as part of an advanced undergraduate course using an online computer terminal system to analyze up-to-date field survey data. Students use an interactive computer program designed to provide a linking system of live research data and active computer analysis in comprehensive and realistic audience-targeted communications programs. Students are given simple instructions on how to use particular available programs and after they receive an assignment for a particular campaign, run their programs, learning through the laboratory experience of trial and error. Students study the data, discuss it, learn to ask sophisticated questions, and learn to crosstabulate. The objective of such teaching is to introduce students to the research process, to expose them to a technology which is becoming integral to many organizations, and to teach the concept of audience targeting of communications. Both student and faculty evaluations have consistently found this to be an effective method of instruction. (TJ)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (61st, Seattle, Washington, August 13-16, 1978)