You are working on a campaign for a new library in town. Bef…

You are working on a campaign for a new library in town. Before you begin the campaign, you survey the community to find out their library needs and how they have been meeting their needs these past few years. Then, once the library opens, you ask people in attendance how they heard about the library and carefully record what they did in this visit at the library (what they checked-out and how long they stayed). Your hope is to use this information to adjust the campaign messages accordingly. What type of research are you collecting?  

The executive director of a homeless shelter asks you to hel…

The executive director of a homeless shelter asks you to help solve what he calls “a public relations problem.” For each of the past three years, the amount raised in the annual summer fundraising drive has decreased. “To quickly solve the problem” (in his words), the executive director wants you to design a new brochure that will help persuade potential donors.  As the public relations consultant, how would you respond?