AS.7 / Using research to manage change at Arizona State University
(All-Star Session)

Date: Wednesday, 29 June
Time: 8 – 9:15 am
Track: Public Relations

From detecting its national reputation to inquiring into the minds of potential students, Arizona State University uses various research methods to help shape and guide communication efforts and provide counsel to the senior administrative team. This session will re-cap the reasons behind – and the ultimate uses of – a national attitude survey among prospective students; an internal, open-ended survey to determine if the President's messages were being received; the fourth leg of a longitudinal study among key opinion leaders; and a national survey among peer institutions on university and ASU reputation.

Attenders will learn:

• How to determine what needs evaluation/measurement and when
• What to do with results of research
• How to differentiate between short-term and long-term research programs

Presenter / Wilma Mathews, ABC / Arizona, USA, is director of constituent relations for Arizona State University, an IABC Fellow, a Gold Quill Award winner for media relations and writing, and an inductee of the Rowan University PR Hall of Fame. She is author of Effective Media Relations: A Practical Guide for Communicators and is a contributor to numerous other books, including Inside Organizational Communication.