| Abstract [eng] |
Master's thesis object – media research in public relations. Thesis objective – analyze the media research application and their influence to the work of public relations. Major goals: to explain the concept of media; to analyze the major mass media research methods; to explain the concept of public relations and its main principles; to analyze the importance of mass media in public relations; to reveal the mass media research methods used in public relations. Using the data analysis method for the theory part as well as quantitative data analysis method the conclusion was that media research are vital to the daily jobs in public relations. They are important in planning, coordinating, implementing and evaluating the public relations. The constant monitoring of mass media allows the public relations officers to monitor the changes in the media market. The main channel of public relations is media; thus, in order to effectively use the channel, it needs to be constantly monitored and analyzed. The thesis describes theoretical media, media audience and public relations evaluation methods that provide an opportunity to carry out a research about the media researches used in Lithuanian public relations. The interview analysis of the people dealing with media research and public relations showed that the media monitoring data is vital to the public relations. According to the research of the thesis, deeper media researches are not specially ordered by public relations officers. Media monitoring is ordered in the business sector while the public sector mainly uses its human resources. The media research companies provides general researches a couple times per year and might lessen the orders from the public relations agencies. The constant media monitoring provides an opportunity to continually coordinate public relations campaigns, to see how the messages make a way to the press and to understand how society reacts to the messages. The research of the thesis showed that deeper media researches are made when the public relation campaigns are over in order to evaluate their effectiveness, to find out the major problems, and to discover the advantages of the campaign. The Master's thesis can be useful to the public relations professionals, media representatives, academics interested in the communication sphere, students, and all interested in media as well as in public relations. |
