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Article: PR TECHNIQUE POLLING FOR POLITICS: Getting results from political polls.(Brief Article)
- Article from:
- PR Week (US)
- Article date:
- September 2, 2002
- Author:
CopyrightCOPYRIGHT 2002 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Political pollsters can't just supply numbers to be of value to PR pros. Douglas Quenqua finds the best ones help design strategy, refine messages, and locate mediums.
Polling is a vital element of any public campaign. After all, you can't change the way people think without first knowing what they're thinking.
There are, however, right ways and wrong ways to use a pollster.
Too often PR pros use poll results as a simple yardstick when they should be using them as a divining rod. It's good to know what people think about an issue you're preparing to tackle, but if all you do with that knowledge is gauge the challenge you're facing - or worse, ...