Answer to Question 1
The five key elements are planning, research, communication, measurement
and evaluation. The process is considered iterative because it is not a linear process. Instead it
calls for frequent analysis and at times repetition of steps to reach the desired outcome
Answer to Question 2
Primary research is the research conducted by the public relations
practitioner(s). Secondary research is that which has been previously published by another
source. I would start by using secondary research, such as sales reports and mass media
publications from previous years to gather statistics. Then, I would conduct primary research
using a focus group to gain consumer comments and a survey to collect a broad range of data.
Should more information be needed, I would follow up with one-on-one interviews of those who
participated in the focus group for clarification.
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