Public Relations Research and Audience Analysis

This foundational course provides participants with the essential research skills needed to develop evidence-based, highly effective public relations campaigns. Effective PR begins with a deep understanding of the target audience, their motivations, media consumption habits, and current perceptions of the organization. The curriculum covers both primary and secondary research methods, including surveys, focus groups, content analysis, and social listening techniques. Mastery of these analytical skills ensures that communication strategies are precisely targeted, measurable, and strategically aligned with organizational goals, moving PR from guesswork to data-driven influence.