DIVISION 2: COMMUNICATION RESEARCH

This Division recognizes the importance of research and measurement as a foundation for strategic communication work and a competency that is integral to success throughout the career of a communication professional. A clear understanding of the research needed demonstrates its strategic value to an organization.

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Category 18: COMMUNICATION RESEARCH

  • Formative research conducted during the initial stages of the strategic communication planning process that benchmarks internal audience opinions or behaviors, profiles the marketplace or internal communication environment in   which   the   organization   operates, aligns   best   practices   against organizational needs, or informs strategic direction for internal communication programs
  • May include audience analysis, competitive benchmarking, secondary research related to best practices, program or product test markets, and reputation or brand studies